Men played ice hockey for more than 75 years before anyone invented the goalie mask.  Wouldn't you think some bleeding, stitched up, toothless goalie would have created that innovation a bit sooner?

 

No matter how established, how traditional, or how well traveled we think our writing or our marketing terrain is, there's always room for innovation.  Even after 75 years, someone will write with freshness.  And their innovation will seem obvious when we see it.  Obvious like a hockey puck whacking me on the side of my head.