One of the big challenges with innovations is that they are new. There is a small group of people who are ok with big new things, but most people prefer things the way they were, not even are. So newness is going to scare them.

 General rule - change one thing at a time. 

Hmm, that makes it hard to be different. Therein lies the challenge. To succeed, you have to be different enough to warrant wanting to change, but close enough so that people know the result to expect and know how to get the result.

How do you do it?

My tip is to sell the end value, but then start with one step. e.g.  Tangler let's your groups communicate in rich, live and accessible ways.  First step, create a group like a discussion forum and start using pictures instead of just smileys. Discover the rest later. 

It's not easy, but worth it.