If you decide that you're going to do only the things you know are going to work, you're going to leave a lot of opportunity on the table.
You cannot make a business case that you should be who you are not
Entrepreneurs must be willing to be misunderstood for long periods of time.
Strip malls are history.
If you're long-term oriented, customer interests and shareholder interests are aligned.
Invention is by its very nature disruptive. If you want to be understood at all times, then don't do anything new.