The question is, how do you market your ground-breaking service or product and avoid Semmelweis’ ruin? Here are three guiding principles: Lead with whatever rings a bell, show beats tell, and a soft sell.

This article explains how you can transform your "biggest skeptics [into] your most enthusiastic believers" by paying attention to the needs of your clients in a new market and then simply overlapping your offerings with what they are already familiar with.