Some people do good work. Some people do poor work. Most people do average work.
And the reasons for that are two: risk aversion and reward seeking.
To do good work, you need to be able to deviate from the norm, find new ways, expand the possibilities. In most organizations, this is a risk, and most people prefer not to take it.
To do good work, you also need to be rewarded and recognized for both the success and the failure. In most organizations, average gets rewarded, and most people adapt.
If you are designing how your team will work, keep in mind risk aversion and reward seeking. And remember that if you do what everybody else is used to do, you (and your team) will probably fall in the middle.