Chapter 3
The Big Myth: 'Good Creatives Win'
Most teams believe: "That creative worked." But creatives don't work. Beliefs do.
"That creative worked."
Teams say it won because...
It was vertical
It had captions
It had a face
Without isolating the belief, teams repeat luck — not learning.
Quick Check
Why did that video actually win?
Key Takeaway
Without isolating the belief, teams repeat luck — not learning.