Best practices create mediocrity.
That’s my take, at least.
It’s also Dilbert’s take, I’ve just discovered:
Something performs well a thousand years ago or twelve days ago, and it becomes a better practice. The repeated use of it turns it into a best practice – folks start to see it everywhere and think, Well, that’s gotta be THE way to do X. And then they start spreading that best practice in some part of their world, whether that’s within a five-person marketing department or across a 2000-person audience