How to Sell New Innovations Without Killing the Excitement

So you've got a great innovation on your hands--a new product or service
that is going to change everything. Well, soon you'll face your first
battle: How to explain the thing. If it's new, it's going to take some
explaining, but long explanations make for lousy marketing. So how do
you talk about your innovation without killing the excitement?

The first thing you've got to do is anchor in what people already know. So
let's say I had to explain Netflix to somebody who'd never heard of...