i just like to think of it as doing something "different and new" each time
different and new = i haven't tried before => could be a colouring method, workflow, way of shooting, usage of tools, techniques, editing, transitions, etc
it's quite a pain to have to "unlearn and re-learn" and results from the first attempt usually feels average at best, but we can choose to improve on the new ideas/concepts/techniques with new projects and as we go along, maybe that's when fresh new ideas will evolve (because of all the little growth steps we choose to take with each project)