The idea of reusing marketing ideas is not a new concept, as seen in the example of David Ogilvy's famous Rolls Royce advertisement from 1959. This approach is similar to how engineers build bridges by drawing on proven materials and techniques. Many marketers today, however, tend to shy away from using what works before, instead opting for something new and shiny. This can be attributed to the "not invented here" syndrome, where individuals prefer to create new ideas rather than building upon existing ones. To stand out in a crowded market, consistency is key, but reusing an idea multiple times will often be the first time it reaches its target audience. Even after four years, the same idea can still be successfully reused and repackaged for different formats, such as videos, articles, microsites, and books. Reuse of ideas is not limited to marketing, but also applies to teams in startups, where refined proven ideas can add clarity over time.