"We need ideas people!" Shouts the CEO. Revenue is falling, stagnant, or just not up to expectations. But no matter how much we talk about doing something new, most businesses resort to doing the same old thing. Slash prices, change packaging, have a sale, coupons, etc.
These are the answer sometimes, but getting something new requires new ideas. Imagine if we only changed our perspective, and feared the old ideas while embracing new ideas. How many great products and promotions would we see?