Been done before — by Seth Godin

What percentage of the work you do each day is work where the process (the 'right answer') is known? Jobs where you replicate a process instead of inventing one...

The place where we can create the most value is when we do a job where exploration and a new solution is what's needed. Not rote, but exploration. Which means we're doing something that's not been done before, something that might not work.

This isn't something to avoid, it's the work we need to seek out.