For something to have value, it has to be rare. Artists, writers, etc. are devaluing their work by making too much of it. That’s why Leonardo, Picasso (and some others) are great: when they started to repeat themselves, they moved on, voluntarily.
If you aren’t sure in which direction to go, go to the opposite one from the rest of the crowd. Even if it’s the wrong direction, you could always console yourself that you were an original.
