Marketers hear this throughout their careers. Of course, the complete declaration is, "If it were really a good idea, someone would already be doing it." Thankfully, I haven't heard this much in recent years, but I still frequently hear, "Who else is doing it?" (Whatever "it" might be on that particular day.)
Tom Fishburne, the "Marketoonist" emailed this today and it's a perfect Monday kick-off to your week. Don't get discouraged if you hear this from your firm leaders. Take a lateral step and find the way around it. This occasional obstacle has, for me, resulted in resourcefulness, Without the put-down, I might not have dug deeper to find answers that would resonate with the slower-to-adopt firm leaders. Enjoy the digging - it will pay off.