Everyone hated "Hey-Ya" by Outkast when it started testing in markets in 2003. But it went on to be a Grammy Award-winning song and one of the top singles of the year, if not decade. 

But it nearly died because it was slightly too different. Creativity can be a game of metaphorical inches. So we discuss how to make sure that what you're presenting to the world is the right amount of familiar and fresh.