I spied this vintage Honda Cub on the street today in Palo Alto. And yes, that is a tasty Cayman S just behind it, looking quite gnarly crouched down on a lowered suspension and some expensive three-piece wheels. But I digress. Let’s focus on the Cub for now.
As our societal context changes, value propositions that were of no value can suddenly gain back their value, and vice versa. In a world of cheap gas, a Honda Cub is an inferior mode of transportation in many ways to a Flabigator XL SUV. But expensive gas is enough to bring one out of mothballs and use it to carry quite a bit of stuff, as witnessed by the large trunk strapped to the back of this one.
Innovation is about finding ways to grow that are right for you. Do the ideas need to be new to the world? Not likely, especially since there are few new things under the sun. It may be as simple as looking back to times past in search of analogous situations. People are still people. What worked then that could work now?