The ostrich effect is real. And it affects plenty of people, particularly marketers.
For better or for worse, people prefer things they're familiar with.
Creative work gets remembered when it's so good, so interesting, so memorable, it feels like a pause from banality. 
As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
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When copywriting has a consistent personality, it is persuasively distinct
Why good copywriting is more than just writing a bunch of product facts in a clear way.
Hunt for revelations about what your audience needs, but communicate what they want in a way that resonates. 
Why the copywriter's job is to uncover a product's "inherent drama", then transform it into something new. 
Why the longer an idea survives, the longer it lives.
Why breakthrough creative ideas happen when you challenge and reverse obvious assumptions in your industry.
As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
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Why the advertising industry should get back to basic principles like "Let the idea drive the media, not the media drive the idea."