Creative and testing systems at scale
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In this lesson you’ll learn to
- I have a creative production system
- I test new concepts weekly
- I keep a learning library
- I iterate on winners
Creative engine
• Research inputs: reviews, calls, competitor ads.
• Concepts: angles × formats × hooks.
• Production: in-house, UGC creators, AI-assisted.
• Testing cadence: new concepts weekly.
• Learning library: what won and why.
Testing system
Maintain a prioritised backlog, score ideas (impact, confidence, ease), run tests with clear hypotheses and record results.
Iterate on winners
Most growth comes from variations of proven concepts — new hooks, formats and audiences.
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