Chapter 11
Why 'More Creatives' Fails as a Strategy
Default Reaction to Performance Drops
Produce more ads
Test more formats
Increase volume
This Creates
Noise
Too many variables
False positives
Can't replicate wins
Wasted spend
Budget without learning
Without Structure
Teams don't know what they tested
Results don't generalize
Learning resets every cycle
Output without insight does not compound.
Key Takeaway
Output without insight does not compound.