The article “When Innovations Meet Institutions: Edison and the Design of Electric Light” by Hargadon and Douglas analyzes how Edison successfully introduced and marketed the electric lighting system within the resistant social context. One method used was to apply robust design, which the authors believe was a useful tool to help Edison's innovation gain social acceptance and break the constraints of the gaslighting institutes. The concept of robust design requires innovators and entrepreneurs to make sophisticated decisions including what to present as new (novelty), what to present as old (similarity), and what to hide (Hargadon and Douglas 2001, 476-501). Both recent research and the above article highlight the need to shape the innovation itself with the aim of satisfying the public's previous understanding, and thus the innovation can be better accepted in society. Many studies suggest that the customer should be the first priority and that the technology itself is necessary but not sufficient (Herbig and Day 1992, 4-15). In reality, many entrepreneurs and companies follow this principle for a simple logic: better understanding equals better diffusion and, therefore, greater success. On the other hand, are there negative effects of hiding newness? What aspects need to be taken into account besides eliciting public acceptance by presenting similarities? These questions will be discussed in this essay. Innovation with Few Prior Values ​​An observable disadvantage of seeking similarities with antecedents is that, at times, this process can be highly biased and distorted if there are few prior examples to follow. There are two side effects of this process: first, the relative advantage... the middle of the paper... the balance which is not negligible. Today, many innovative companies and entrepreneurs pay much attention to how to make innovation fits the marketing mechanism instead of thinking about how to make products more advantageous and sophisticated. If innovators could focus more on issues such as product development (effectiveness) and cost control (efficiency), they would likely gain a better competitive advantage over their competitors. Today's economy suggests that institutions and customers are more welcoming to new ideas than before, if innovation is shaped and modified too much with the aim of enriching social understanding and acceptance, the outcome could worsen. Therefore, it is very important for innovators and entrepreneurs to think carefully about the balance between gaining acceptance in the social context and presenting the novelty to the public..