Pat Brown, Founder and CEO of Impossible Foods, is delighted that many vegetarians refuse to try his product. The best entrepreneurs are just as deft at disqualifying customers as they are at attracting new ones.

You might think the best place to start designing is smack dab in the middle of the bell curve. But it’s not. The history of innovation teaches that the best breakthroughs (even for the middle of the curve) come from the extremes.