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Iteration Cycle

By Dan Kurtz 1 min read

An iteration cycle is the loop of shipping a creative variant, letting it run long enough to read results, and using what it revealed to design the next variant. Shorter cycles find winners faster.

Most agencies iterate weekly at best. Modern creative shops iterate daily on top spenders. The compounding math is dramatic: 5x more iterations per year with the same budget usually produces 3–4x more winners.

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