I really liked the GM section of Unknown Armies. The biggest take away that I got was the confrontational DM exists away from the table. Build the thing you think is cool, come up with the awful trap, the nigh unbeatable monster!
Then take that guys notes and come to the table trying to be the players biggest fan. "Hold on, that asshole over there came up with some crazy shit! But you guys are smart, and strong, and clever. I cannot wait for you to send that monster to hell, and him back to the drawing board".
Ultimately the coolest things I remember overcoming were the things the GM was excited to throw at us, and the stuff we managed to pull off. At the end of the day, find something that everyone is excited to play in, and stuff you are excited to throw at them.
Lead with expectations, I would recommend session 0, or even a quick "Hey this is the game I am excited to run, here are some of the themes that really cannot go away (for example poverty and resource management in Red Markets), if you don't like it, we can play something else or you can catch the next game." Allow X cards and such, but almost everything comes down to healthy communications.