The two things that kill marketing creativity
The first is fear.
The fear that you'll have to implement whatever you dream up.
The fear that you will fail.
The fear that you will do something stupid and be ridiculed by your peers for decades.
The fear that you'll get fired.
The fear that there will be an unanticipated backlash associated with your idea.
The fear of change.
The fear of missing out on the thing you won't be able to do if you do this.
The second is a lack of imagination.
I believe that every single person I've met in this profession is capable of astounding creativity. That you, and everyone else for that matter, is able to dream up something radical and viral and yes, remarkable. So why doesn't it happen more often? Sure, fear is a big part, but it's also a lack of imagination.
Basically, most people don't believe something better can occur. They believe that the status quo is also the best they can do. So they don't look. They don't push. They don't ask, "what else?" and "what now?" They settle.
Fear is an emotion and it's impossible to counter an emotion with logic. So you need to mount emotional arguments for why your fear of the new is the thing you truly need to fear.
As for the second issue, just knowing it exists ought to be enough. Once you realize you're settling, it may just be enough to get you wondering... wondering whether maybe, just maybe, something better is behind curtain number 2.