This was addressed on a television show awhile back (I believe that it was 60 Minutes) A college professor back east conducts a course in "seeing". It was quite interesting. One of the examples that was brought out was the "arrow" on the side of the FedEx truck...until that show I had never seen it before. I see it today though.
I think that what others have said about seeing the everyday in new ways is what takes our photography away from snapshots or postcard type images. That is what Brett and Edward Weston were able to do. That is what Michael and Paula are doing in their work. That is what Jim Shanesy is doing. That is what I am working at myself.