Create something greater than indifference.
Substitute solutions solve problems by looking at what people hate and providing an option other than what people hate. This road leads people to indifference.
Systemic solutions solve problems by looking at what people are indifferent to and providing a reason for people to care. This road leads to innovation.
Napster was a substitute solution. Spotify is a systemic solution.
Piracy was a substitute solution. YouTube is a systemic solution.
Get people to care about something they didn’t know they could care about. This is the epicenter of the messaging, packaging, and proliferation of a product people will care about.