The permanent rules
(They change).
Rules are rarely universal constants, received wisdom, never unchanging. We're frequently told that an invented rule is permanent and that it is the way that things will always be. Only to discover that the rule wasn't nearly as permanent as people expected.
We've changed the rules of football and baseball, many times. We've recognized that women ought to have the right to vote. We've become allies with countries we fought in World Wars. We've changed policies, procedures and the way we interpret documents and timeless books.
This is not weakness, nor is it flip flopping. Not all the changes are for the better, but the changes always remind us that cultural rules are fluid. We make new decisions based on new data. Culture changes. It has to, because new humans and new situations present new decisions to us on a regular basis. Technology amplifies the ever-changing nature of culture, and the only way this change can happen is when people decide that a permanent rule, something that would never, ever change, has to change. And then it does.
PS! Just posted a new job opening for someone who is skilled and passionate about graphic design and cultural change. Changing the permanent rules, perhaps.