"The dialogic nature of haikai determines that the establishment of a new style depends more on reinventing the existing poetic conventions than on individual talent. In order to reinvigorate the existing poetic conventions, including images, themes, vocabulary, codes of expressions and interpretations, as well as the audience's expectations, have to be changed or infused with new connotations."
-from Basho and the Dao (The Zhuangzi and the Transformation of Haikai) by Peipei Qiu