Between a blog and a hard place

When thinking about posts I could write for this blog I had a disturbing thought: most of what I think about, I can't blog about until it's no longer relevant. It's the bummer of working in social media at a major brand: we're doing some really cool stuff, most of it has never been done before, and yet I can't talk about the process of creating it at all due to competitive issues.

Any suggestions of what part of the process I actually could blog about without giving too much away?