This is the common pattern with most innovators

Adopted from the following great insight shared by Malcolm Gladwell from the book David and Goliath

“innovators need to be disagreeable. By disagreeable, I don’t mean obnoxious or unpleasant. I mean that on that fifth dimension of the Big Five personality inventory, “agreeableness,” they tend to be on the far end of the continuum. They are people willing to take social risks—to do things that others might disapprove of.”