Funny ... but on the other hand, at times this is true. Just because something has been written about, does not necessarily mean it is always true. Things change, evolve, and we need to change and move accordingly. At times, we need to flow against the tide for what we think and believe is the right thing to do.
This definitely applies to what I have seen in my career so far ... so keep thinking in innovative and creative ways - even if at times you have to swim against the tide!