Running out of ideas

I often wonder if it's possible to run out of ideas.

Not during the course of a long day or a busy week. But over a lifetime.

Look at the Rolling Stones for example.

They haven't written a decent song in over 30 years but they still keep on touring and making records.

And yet people like Bruce Springsteen and Neil Young continue to make new music that I would actually pay for.

In adland it's rare to see anyone over 50 in the creative department. Except for maybe the creative director.

Yet mature creatives generally seem to do okay as freelancers.

So how long do creative people have before they run out of ideas.

A few years or a lifetime?

Personally I think it's a lifetime. I just don't think it applies to everyone.