If you want 2018 to be different to 2017, you will probably have to do something different. If I want to find new things I have to look outside. Outside of what I know, my current context, and my assumptions. Assumptions can be tricky - the toughest ones are hard to spot and, because they may have served me well in the past, they are hardest to suspend. One of those assumptions is 'it's okay, it must be, because everyone is doing it' which is why it is helpful to get that view challenged from time to time. This time, Seth Godin says it so well, I suggest you read his post.