I listened as an entrepreneur enthusiastically talked about a new technology he had created and was clearly proud of. He described in detail all its smart features and innovative solutions that, according to him, were supposed to shake up the market. However, despite all his confidence, he faced one problem: no one seemed to want to buy his product.

He said people liked the idea, but in reality, no one was adopting it. He genuinely didn’t understand why, as he was convinced his technology was exactly what the market needed and that no one else was doing anything like it.

His bewilderment reminded me of a simple moment from my life that, in my opinion, perfectly illustrated his problem. So I decided to tell him a story about teeth cleaning that happened to me that same day.

The Problem with Mojito-Flavored Polishing Gel

That day, I was at the dentist for a routine teeth cleaning. When the hygienist offered me a choice of polishing gel flavors, she mentioned mint, adding that most patients preferred it.

I asked if there were other options. Peering into the drawer, she listed: mint, orange, strawberry, grape, vanilla, and mojito. Jokingly, I chose mojito, imagining a morning cocktail. The hygienist was surprised but agreed.

However, just three minutes later, I regretted my choice. The mojito aftertaste was clearly out of place at the dentist. You expect a feeling of cleanliness and freshness from the procedure, and for most people, that’s associated with mint.

Leaving the office with a mojito taste in my mouth, I realized just how important familiar expectations are. Comfort is something that seems simple, but entrepreneurs often fail to provide it.

Creativity Shouldn’t Disrupt Comfort

Creative solutions are sometimes like mojito-flavored polishing gel—at first, it seems fun and unusual, but in the end, most people gravitate toward the familiar. Comfort and trust go hand in hand: when a product evokes familiar associations, it’s easier to gain trust, and that leads to adoption.

When creating a product, it’s easy to assume that the most innovative features will captivate the audience. But this approach ignores the fact that most people don’t seek novelty for novelty’s sake. They want something new to fit seamlessly into their familiar lives without disrupting their comfort zone.

This is why many of the most successful products don’t try to reinvent the wheel. They just slightly improve what people are already used to. This subtle balance often eludes founders who want to shake up the market with bold ideas.

People Choose What They Trust

This doesn’t mean creativity and innovation aren’t important. They certainly are, but only when they serve a real need. Founders often create features that are technically impressive but practically inconvenient. As a result, users simply don’t see the benefit or feel discomfort, and all the effort goes to waste.

A simple example is web browsers. In the early 2000s, many companies tried to create something radically new, developing flashy and unintuitive interfaces. In the end, browsers like Chrome and Safari returned to minimalist designs that matched user expectations. They simplified the interface, allowing users to achieve their goals without unnecessary complications.

The entrepreneur I spoke with was trying to use innovation to “disrupt” the browser market. The problem wasn’t a lack of innovation but that his approach didn’t align with people’s expectations. Instead of integrating his technology into familiar frameworks, he tried to force users to adopt something new without providing obvious benefits.

And this is a problem many founders face. When users see something that disrupts their familiar expectations, they most often walk away. They might say it’s “interesting,” but if something doesn’t fit into their world, they won’t adopt it.

The next time you feel like making a radical change, think about simplicity. Sometimes the best solution is the simplest one. Instead of surprising people with something unfamiliar, consider whether your idea has a “mint” version that already aligns with what your customers want.