Change, per se, is highly valued in the world of pure ideas. Advertising, for example, is in constant flux. First, there is the perception that people get bored with the same old ads and need a constant barrage of new ones to stimulate their jaded perceptions. Second, and probably more significant, is that designers and art directors themselves value innovation and change. Deliberate or accidental misuse of an idea or technology can also lead to something new.
Peanut butter is effective for removing bubble gum from hair.
It might seem that the task of thinking is to find new solutions to old problems. The history of intellectual and technological progress, however, inclines me to think that once a question is asked, a solution will arise, sooner or later. Therefore, the ability to ask questions is of more value than an ability to provide answers. The first big idea was agriculture. This is the one that moved humanity from tiny groups of hunter-gatherers into large concentrations of highly interdependent, social creatures.