An advisor once told me "never build a business where your customers don't know they have the problem you solve." Aside from the Apple and Googles of the world

An advisor once told me "never build a business where your customers don't know they have the problem you solve." Aside from the Apple and Googles of the world, how do you convince engineers and their managers that your solution solves a problem? Sure privacy is nice, but most consumers either don't think about it or simply assume it isn't private no matter what you tell them.