I've been putting greater focus recently on not just building websites for clients, but being available for consultancy and strategy work to help businesses with the implementation of their digital services.
I like to think my experience means I can offer a lot of value - however, you also have to be conscious of not falling back onto default solutions.
Just because a particular solution solved a similar problem before - the first step should be to ignore a block of existing knowledge and think about the problem afresh. Start from the position that this problem is the exception to the rule.
More often than not you probably will come back to the tried and tested methods - but the time it takes to consider other options is worthwhile for the occasions when a new and improved solution presents itself.