Make a product and say it will be revolutionary then unveil it as basically the same thing everyone else sells but with worse support and higher costs.
Stand in front of investors aghast that the world hasn't snapped up your 95% identical-to-every-other-phone-but-costs-more product and then promise that the NEXT product will be truely revolutionary and can he have some more money?
Fool me once....
Smart phones are a utility/white goods item now. You don't get many truely revolutionary developments in white goods from startups, maybe once a generation. Dyson is probably the only company that has done it and a lot of their kudos is snake-oil and marketing. The shine is off Dyson from many of the former customers I've spoken to (also being a former customer).