You try to explain a new or unfamiliar concept to people who know about other concepts that are somewhat similar to it. They first assume you mean one of the categories they already know. When you explain that's not what you mean, they assume you mean a DIFFERENT category they already know. It's challenging to get people to create a whole new concept or category when they already know about related ones. This is the "magnetic concept" problem, since people's minds get sucked to their existing categories. How can you overcome this? One of the easiest ways is to explain how the idea relates to what they already know. For instance: "The concept I'm referring to is like X in that...yet it's like Y in this other way...but it's really neither X nor Y because..."
Source: https://www.facebook.com/spencer.greenberg/posts/10105562966187962