Change happens. Faster and faster. People are always afraid of change so you need to show them opportunities. Otherwise this lack is filled with anxiety and prejudice. If you communicate a new design to a client keep those patterns in mind. Set their business in context.
Set their perspective in context. Now and in the future. Show them possibilities, inside and outside.
Through new connections we want to change how people see a certain element and their perception of it, so if they see it isolated they will never look at it again the same way they did before and also have a connection to your service. As a plus their world gets bigger.