Chapter 16
What a Creative Intelligence System Needs
To run Creative-Led Growth properly, a system must:
Define beliefs clearly
Structure thinking around testable hypotheses
Prevent mixing hypotheses
One belief per test
Track at the belief level
Learning persists across creatives
Detect fatigue early
Before performance collapses
Reuse winners across channels
Compound learning across surfaces
Without this, teams drift back to intuition.
Key Takeaway
Without this, teams drift back to intuition.