As a freelancer, I expect to prove my value through examples of previous work. It’s why I set out expectations and measures of success at the start of a project, to be able to show how I’ve added value and how I can do so again.
Working in-house can remove this impetus, so the work goes on in the way it always has until someone comes along - often newly invited - with the energy of a challenge.
We would do better to collect case studies as we go along, however we work. The forcing function to address why you’re doing something before you do it is how you effect change and remove ego from decision making.