Taco Bell gets it 🔔

Their Distinctiveness Rule:

You can change either the taste or the form, but you can’t change the taste and the form.

People want their new to be familiar. They need an on-ramp.

Your thing also has a language. Changing the “taste” and “form” (whatever those are for your thing) is more likely to make it a different thing altogether.

Be different. But make it rhyme.

via Austin Kleon