I don't know why an OC would wait until week 7 to suddenly be creative but I guess better late than never.
The playbook is pretty much an unfinished product. They will install new things all the time. In early weeks they haven't even gotten through all the verbiage in the book yet, and on Sundays they put on the play sheet the things they are going to run which might only be 25 or 30% of the entire playbook.
My educated guess is that today they will review the game. The players are off tomorrow but the coaches will be in prepping for Wednesday's practice. Part of that prep is going over the 100 or so hours of work the quality control guys put in the last week, watching 5 or 6 of the opponents' previous games and listing every single tendency they find. Coaches take this information and start to form a game plan for the week to come. When the players come in Wednesday, their play sheet for practice might have a handful of new plays on it they haven't run yet. some not dramatic changes, maybe a change in assignment on a certain play. Some might be brand new. They'll talk about it in the meeting, go out to the field and run it "on air" (no defense) run it 7 on 7, run it against the scout team. Run it in a live setting. If there are plays that the offense (or defense) just isn't grasping come Friday, they should just be tossing them out.
This week the Ravens had their number. What they scouted was spot on. What they installed worked like a charm. The Lions must not have recognized their own tendencies and probably didn't show the Ravens anything they hadn't already seen.
The challenge lies in the ability to do this week after week. When what you are trying to install doesn't look good in practice, how do you adjust to be ready for the game? When you have a great week of practice then in game the opponent shows you looks you aren't ready for, how do you adjust?
It's not like Monken was holding onto to his best plays, waiting to deploy them against the Lions in week 7.
