Both lifters try to pull too far and too high on vertical pulling motions such as pull-ups and lat pulldowns. Rather than trying to touch the bar to your chest or reaching your chin over the bar (both of which can produce dysfunctional mechanics), the goal should be to achieve proper upper back and lat activation.
If you want to build huge muscles, you must continually challenge them by placing a greater demand upon them. If you stick with the same stress level month after month, you'll quickly reach a point where your body is used to the stress and won't need to adapt (i.e. grow) anymore.