I was working out with my childhood friend in my office gym yesterday.
My friend has been working for the same company for nearly 15 years, but now he’s ready to start his own business.
So he’s been spending a lot of time on social media and YouTube to learn more. As we were working out, he said something like, “Man, all this online content is just stuff everyone already knows. They talk about the same things over and over again.”
And yet, the content that consists of rehashed ideas that everyone knows is racking up millions of views.
Why is that?
Let’s break it down.
The story of Sisyphus
In Greek mythology, Sisyphus was a cunning king punished by the gods for his deceitful nature. His punishment? An eternity of rolling a massive boulder up a hill, only to watch it roll back down each time he neared the summit.
The story of Sisyphus has come to symbolize repetitive, futile effort. But there’s more to it than just eternal frustration.
French philosopher Albert Camus famously reinterpreted the myth in his essay The Myth of Sisyphus. He suggested that Sisyphus’ struggle wasn’t meaningless—rather, the act of endlessly pushing the boulder became its own kind of purpose.
Much of what we consume—whether in fitness, business, or self-help—is like that boulder: familiar, repetitive, yet strangely engaging.
We return to the same ideas, the same frameworks, and the same lessons, even if we’ve heard them all before.
So why are we so captivated by rehashed content? Why do we willingly step onto the Sisyphus Treadmill, embracing the same ideas in slightly different packaging?
Let’s explore the psychology behind it.
Why we keep returning to rehashed ideas
Cognitive science provides several explanations for why we keep falling for rehashed ideas.
1. The Mere-Exposure Effect: Familiarity Breeds Affection
Psychologists have found that people are more likely to enjoy or trust something the more they’re exposed to it. This is called the mere-exposure effect.
Repeated encounters with an idea—even one we already know—make it feel safe, comfortable, and valuable.
Think of motivational quotes or productivity tips. You’ve probably heard them a thousand times, but each time they show up in a new context, it feels different and reassuring.
It’s as if your brain is saying, “I know this, so it must be important.”
2. Confirmation Bias: We Love Being Right
We naturally gravitate towards information that confirms what we already believe.
Known as confirmation bias, this tendency makes us crave content that reinforces our worldview rather than challenging it.
For instance, if you believe that waking up early is the key to success, you’re likely to watch yet another video about the benefits of a 5 a.m. morning routine, even if it’s just repeating what you already know.
Each time, you feel validated, as if you’ve rediscovered a truth about yourself.
3. The Von Restorff Effect: Familiarity with a Twist
The Von Restorff Effect explains why small variations in familiar contexts grab our attention.
When a rehashed idea is dressed up with a unique twist—like a catchy metaphor or a new framework—it stands out enough to feel fresh.
For example, someone might describe the same old productivity habits but call them the “10-Minute Method” or “The Keystone Habits.”
The core ideas are unchanged, but that slight differentiation tricks your brain into thinking it’s new, keeping you engaged.
4. Reconstructive Memory: Familiar, but Not Quite
Our brains don’t store memories like a hard drive. Instead, we reconstruct them every time we recall them.
This means that when we encounter familiar ideas, we often reinterpret them based on our current emotions, knowledge, or experiences.
Imagine re-reading a book years after you first picked it up. The content hasn’t changed, but your perspective has, making the ideas feel new again.
Similarly, when we revisit common advice or lessons, our minds reshape the message, making it resonate differently than it did before.
Breaking free from the Sisyphus Treadmill
The allure of rehashed ideas is undeniable. Familiar content feels safe, validates our beliefs, and occasionally surprises us with a clever twist.
But staying stuck in this loop can keep you from real growth. At some point, you have to step off the Sisyphus Treadmill and trust yourself.
Here’s how you can get off that treadmill.
- Look for answers in the right places: Deep, actionable insights rarely come from social media scrolls or catchy YouTube videos. Instead, focus on high-quality books, long-form articles, and first-hand experiences
- Stop consuming what everyone else is consuming: When you chase the same content as the crowd, you’re more likely to encounter recycled ideas. Go where others aren’t looking. Read the books other people in your niche are not reading.
- Trust that you know enough: After you’ve spent time researching and learning, trust your ability to act on what you already know. Most of the time, there isn’t some magical piece of information out there that will suddenly unlock your success.
The truth about information
The truth is, you already know what it takes to start something.
Once you’ve laid the groundwork, more information often leads to diminishing returns.
Reassure yourself that the value isn’t in endlessly gathering ideas—it’s in executing them.
The gods punished Sisyphus by making him roll the same boulder up the same hill forever.
But you?
You’re not bound by that fate.
Step off the treadmill, focus on your unique path, and trust that the tools you already have are more than enough to succeed.
