Testing the same angle 20 times isn't the problem. Doing it BEFORE you've proven the angle works is. Yesterday I talked about teams producing hundreds of ads without really testing new ideas. But there's an important distinction: Finding a winning angle and scaling one are two completely different jobs. When you're still looking for a winner, testing 5 UGC creators reading the same script doesn't teach you much about what your market wants. You're changing the execution, not the hypothesis. But once you've found an angle consistently driving profitable spend? That's when iterations get interesting. I recently watched ads of a pet supplement brand that kept iterating on the same core angle: dogs eating grass. Instead of reinventing the message, they tested different ways of delivering it: A direct hook calling out the behavior A broader hook: "Dogs can't tell us when something's wrong..." A Pixar-style animated version A podcast-style conversation with a vet Same underlying angle. Different hooks, formats, awareness levels, and authority cues. Here's how I'd approach creative testing: 1. Discovery phase Test different avatars, desires, pain points, angles, and awareness levels. The goal: Find WHAT makes your market care. 2. Scaling phase Once an angle is validated, keep the core message and experiment with hooks, bridges, formats, creators, and storytelling. The goal: Find HOW to reach more potential buyers. 3. Measure what matters Don't judge tests on CTR or hook rate alone. Look at spend, CPA, profitability, and whether the creative actually helps you scale. The takeaway: You don't need a new angle every time you make an ad. But you need to know whether you're testing to DISCOVER a winning message or SCALE one you've already found. Two different objectives. Two different testing strategies.