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Chapter 14

The Ideal Angle Testing Loop

A disciplined angle loop looks like this:

1

Form a belief

2

Express it

3

Test

4

Measure

5

Learn

6

Decide

Belief → Expression → Test → Learn → Scale

Step 6: Decide

Scale

Evolve

Kill

Creatives change. Formats change.
The belief is what's evaluated.

Key Takeaway

Creatives change. Formats change. The belief is what's evaluated.

Next: Chapter 15

Why Most Teams Fail to Run This Loop

No one owns belief clarity. That's the problem.