From an evolutionary standpoint, human consciousness has not been around very long. A little light just went on after four and a half billion years. How often does that happen? Maybe it is quite rare.
If you’re entering anything where there’s an existing marketplace, against large, entrenched competitors, then your product or service needs to be much better than theirs. It can’t be a little bit better, because then you put yourself in the shoes of the consumer… you’re always going to buy the trusted brand unless there’s a big difference.