When to Break the Rules

There is a movement in marketing today that proposes the abandonment of the collective knowledge accumulated through the years in the direct marketing discipline.

One direct marketing agency owner told me that any direct marketing experience over 10 years old was totally useless.

Some direct marketers now operate under the following marketing philosophy.

"It is important to break the 'rules' of direct marketing at the beginning of every effort if you ever hope to succeed."

What is your reaction to these statements? Is there any value in direct marketing experience that is over 10 years old as stated by the agency owner?