The core idea is that people are drawn to things that are both new and understandable. Too much novelty can be overwhelming, while too much familiarity can be boring. 

The MAYA principle suggests finding the right balance. A product or idea that is “too advanced” might be rejected as too radical, while one that is “not advanced enough” might be perceived as uninspired. 

Loewy applied this principle to his designs for everything from Coca-Cola fountains to the interiors of spaceships. Thompson uses the example of Spotify’s Discover Weekly feature to illustrate how blending familiar musical elements with new recommendations can increase user engagement. 

The MAYA principle can be applied to various fields, including product design, marketing, and even the way we present new ideas.