When you are introducing a new idea to people on your team or to potential partners or customers, right at the start you need to connect your new idea to something that your listeners are already familiar with. If you don’t do this, your listeners will be distracted, skeptical, and they might even question your credibility.
But if you come right out of the gate and introduce your new idea by drawing an analogy to something that your listeners are already familiar with, you are much more likely to get buy-in. Follow that analogy with some convincing data, and you’ve got even more buy-in. Once you have buy-in, you can spend your energy focusing on the real nitty-gritty of your project rather than spending it trying to convince people that your project should be a project at all.