Disguised repetition: vary the execution, never the theme
PrincipleBrand & Creativity
Disguised repetition: vary the execution, never the theme
People find things more pleasurable the more times they are repeated - unless they become aware of the repetition. Musicologist David Huron calls it disguised repetition, and it dissolves the consistency-versus-freshness trade-off: the craft is variation on a theme, not reinvention. Monet painted 250 waterlilies; Marmite has run love-it-or-hate-it for decades.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
David Huron, via The Power of Compound Creativity, s. 36-39
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