It's already been done

'It's been done two years ago by Brand X, we can't do that because it will look like we copied them.  '

'Brand Y are already working on that. We can't do that because it's too late now.'

Of course what we fail to realise is that we are asking the wrong question. It's not wether it's been done before, it's wether it it right and wether it makes sense for our brand. 

what the world is looking for in great designers is that in their interpretation of what's already been done, there is added value. 

It should be clearer to designers that value is created, not found in what hasn't been done before.