I saw this on Quora last night and thought you all might enjoy it.
Source: * Stephenson, G. R. (1967). Cultural acquisition of a specific learned response among rhesus monkeys. In: Starek, D., Schneider, R., and Kuhn, H. J. (eds.), Progress in Primatology, Stuttgart: Fischer, pp. 279-288.
There is a serious point for startup entrepreneurs here though, which is that a lot of accepted best practice stems from times when things were different. Trying to work everything out from first principles takes too long, but selectively innovating in high impact areas where best practice has become outdated is a great way to create value.