For people to understand the disruptive nature of your solution, you need to convey multiple messages that will resonate with the end user and their surroundings. With a focus on demonstrating authority and quality, you need to reach to people at the right place, right time.
In order to attract the right audience, your need to market your product or service to different audiences that will each understand its benefits. This implies researching the pain points of your user personas, crafting compelling messages and delivering them to the right channels.