That Is So Cliche

When you're a writer, you're taught to avoid cliches like the plague.* The thing is, they do exist for a reason, don't they? I mean, something is cliche because it resonates well with people and therefore sticks, correct?

But, of course, I understand that when writing, you want to try and use fresh, creative language, which means not resorting to the way someone else said something but finding your own, unique way to express that same idea.

But then, if we can't use cliches in writing, when can we use them?

On a small digression, isn't creative writing itself a cliche? So many people either think they can write or wish they could write, especially people who want to show they think about the world around them. I would hope everyone thinks about the world just a little, but perhaps writing is just as cliche as guys wanting to be sports players when they grow up, yeah?

I'm not sure. But I do think that there is a way to take a cliche and make it not cliche by making it yours. That's probably how creative writing becomes not cliche, and how anything becomes not cliche. The challenge,I suppose, is figuring out how to make something yours. At least, I think that's right.

*Yes, I'm aware that was a cliche. :)