And since their product is clearly faster, cheaper, smarter, and just plain better—they assume the market will reward them. That’s the trap.

Because in the mind of the customer, the company that owns the problem becomes the solution.

Belief that your solution is the right answer. Belief that you are the leader of a new category of solutions. Belief doesn’t happen by accident. It happens by design.

They sharpened the problem. They clarified the solution.

You thought cities with stubby buildings were fine—until the elevator made skyscrapers. You thought your 3PM crash was normal—until energy shots hit the checkout line. You thought canned vegetables were fine—until the frozen food aisle showed up. You thought hailing taxis was fine—until rideshare made it feel ridiculous. These founders evangelized

The most dangerous place to build something new … is inside something old.

They declared the category. They made the market believe in something new.

You create a breakthrough product—and the world compares it to companies you don’t even compete with, in categories you don’t even belong

It’s what happens when you don’t change the way people think about their problems—and the existing market defines what you are.