One of the most useful lessons I’ve learnt in performance creative? You don’t need to be right on the first try. You just need a system that gets smarter every time you test. I’ve seen again and again that strong creative isn’t born from guesswork, it’s built from structured iteration. Here’s the framework we use to turn creative into a lever for scale: Phase 1: Isolate and test We launch controlled variations, testing one element at a time (hook, format, visual cue). The goal is to learn, not scale. Phase 2: Identify performance signals We don’t stop at CTR or CPC. We dig into hold rates, thumbstop %, conversion efficiency — whatever ties directly to the real outcome: purchases. Phase 3: Scale what works Top performers are refined and rolled out more widely, often adapted across channels. Nothing scales unless it proves itself first. Phase 4: Feed the loop Insights become briefs. Patterns become templates. Winners inform the next batch turning testing into strategy, not just trial and error. The result? Better performance. Less waste. Creative that doesn’t just look good, but works hard for the brand. Most brands say they need “more” creative. What they actually need is a better process. Because the real edge isn’t in making ads… It’s in making them smarter every time.
More people need to hear this. Especially early-stage founders trying to scale.
The “feed the loop” part is underrated. That’s where the real compounding happens.
“Nothing scales unless it proves itself first” - that part.
There’s only one way to grow faster, rather than chasing better ads, build a system that learns and improves.
Great insight Tom Rozee! Founders should focus on creating feedback loops that turn each test into clearer data for smarter marketing decisions.
Creative systems > creative flashes. Process drives real scale.
Your point about turning insights into briefs is crucial, that's how you build creative intelligence instead of just collecting data... it goes straight to the playbook!
The loop is the moat - the more you run it, the stronger you get
Iteration is the unlock. Most people quit too early.
Founder & Product maker at Hooked
2moThis nails a core truth, that success isn’t about guessing, it’s about learning fast and using real data to guide every step. When creative is treated like a science experiment, not a one-shot gamble, growth become predictable instead of lucky.