why we reinvent.

We've all heard " don't reinvent the wheel...". Basically, spend your creative resources wisely. But what if that is the very thing we should be questioning. The vintage tires I shot above are round, made of rubber, fit a rim that goes on a car. They have no relevance to your or my vehicle. Firestone, Goodyear, any manufacturer that fails to adapt to the needs of their market and question immutable fundamentals, will find themselves replaced by providers who are more closely aligned with the needs of the market.