Before and after
When you put the right idea into the world, people can't unsee it.
It changes our narrative. The existence of your product, service or innovation means that everything that compares to it is now treated differently.
Once the fax existed, mail seemed slower. Once email was around, the fax seemed hopelessly analog.
Of course, these are once-in-a-lifetime tech innovations.
But at a smaller scale, the same thing happens when the first restaurant installs a salad bar, or the local insurance agent or real estate broker gets rid of voice mail and starts answering the phone on the first ring.
Once seen, they can't be unseen.