I read an article in "The New York Times" this morning that mentioned something called the Einstellung effect. This is basically our predisposition to solve a new problem in ways that we have solved previous problems--regardless of whether or not simpler methods of solving that problem are available.
Like most everything else, this makes me think of advertising.
Where we focus on what's done before and amend it. Where we rely on the tried and true. On best practices rather than next practices.
I'm on deadline this morning. Working on the Einstellunging of some new spots. I gotta go.