Why ‘Best Practices’ Aren’t Always Best

And How to Find Your Own Path to Success

The Allure of “Best Practices”

Across fields—from science to the arts—the concept of best practices is both celebrated and overused. The familiar advice, “Use best practices for success,” and the frequent boast, “I follow best practices,” have become refrains that often ring hollow. And with so many industry leaders sharing what worked for them, it’s only natural that professionals try to replicate that success.

Sometimes, the notion isn’t stated outright—it lingers like a ghost, veiled behind loose language rather than overt jargon. But the effect is the same.

What worked for someone else doesn’t always translate to our context, our audience, or our goals. When everyone follows the same path, individuality fades. Innovation stalls. The risk? We blend into a sea of sameness.

While best practices offer useful starting points, genuine success comes from understanding the nuances of the problems we’re solving—and designing solutions that reflect our unique strengths, perspectives, and environments. This isn’t a call to reject what works or stop sharing tips that help—it’s an invitation to bring problem-solving, critical thinking, and creative leadership to the way we use best practices. Because not everything that works is meant to be copied—but almost anything can be adapted with intention.

Trap #1: The Universality Fallacy of Best Practices

Best practices are born from solving a specific problem in a specific context. They were innovative once—but applying them without understanding their origins can backfire.

Take newsletters, for example. Early indie authors, thriving in an environment where inboxes weren’t yet flooded, built strong reader communities through email. It was personal, effective, and timely. Fast forward to today: nearly every creator has a newsletter. The sheer volume is overwhelming, and the same strategy no longer delivers the same results.

Key question to ask: What problem did this practice solve originally—and how did it solve it?

Solving a problem isn’t just about taking action or checking boxes. We have to look under the hood of what worked and ask why it worked. The nature of a shifting marketplace adds new variables—details that weren’t part of the original equation. If we don’t translate the practice into our current, personal context—if we can’t clearly define the problem it’s solving for us—then that so-called “best practice” might actually be holding us back.

Trap #2: The Illusion of a Formula for Success

There’s a natural appeal to formulas. Step-by-step guides. Proven systems. But many of the most successful strategies were never formulas at all—they were experiments.

Seth Godin’s “Permission Marketing” was revolutionary when introduced. Now, it’s the norm. What was once bold becomes expected, and what’s expected eventually gets ignored.

In publishing, we’ve seen this pattern play out: book giveaways, crowdfunding campaigns, blog tours. All once-powerful. All now oversaturated.

Reality check: The things that made others successful were often novel, risky, and unproven at the time. If we want to be ahead of the curve, we can’t rely solely on what’s already been done—we need to carve our own path.

Breaking Free: How to Find Your Own Edge

Best practices aren’t the enemy—but blind implementation is. We don’t need to reinvent the wheel, but we do need to rethink how we use it. Innovation doesn’t mean starting from scratch; it means asking better questions and crafting better-fit solutions.

So how do we innovate instead of imitate?

Step 1: Understand the Core Problem

Rather than copy a strategy, we must understand what issue the strategy was designed to solve. If newsletters aren’t getting engagement, look at the deeper purpose behind them—direct, meaningful contact with readers. Perhaps that connection is better sparked through something new—personalized audio notes, private reader groups, live chats… or better yet, something entirely our own.

Step 2: Find the Gaps

Saturated spaces are loud and competitive—but there are always underutilized platforms and overlooked methods waiting to be explored. If our audience isn’t on TikTok but thrives in forums or engages deeply through longform email, go where meaningful conversations are already happening. Look beyond the obvious channels and explore creative formats or emerging platforms to reach new readers in unexpected ways.

In my article Interactive Storytelling and Book Marketing, I explore a tool and market that remains largely untapped by the writing community—an example of how innovation often lives where few are looking.

Be creative. Be curious. Novelty wins the day.

Step 3: Experiment and Measure

Try something no one else is doing. Or something old, done differently. Track what resonates. Adapt quickly. Be willing to fail forward. The strategies that stick are usually the ones that started as a hunch.

The Future Belongs to Innovators

Let best practices guide you—but never let them confine you.

A personalized approach is key to success. Your audience, your voice, and your mission are unlike anyone else’s. Embrace that.

Don’t repeat what made others successful. Be the one others look to when they’re ready to break free from the script. Be the next best practice.

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Let’s discuss: What’s an industry “best practice” that no longer works for you? What new approaches are you experimenting with?

Want more?

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