Spends most weeks in paid-social and organic creative testing — writes from that side of the workflow.
Generic mockups don't convert installs. Phone-in-hand demos grounded in real screens perform differently — and take a different production path to make.
Paid social rewards iteration speed. Most teams under-test because producing enough variants is the actual constraint, not knowing what to test.
Organic content dies from briefing fatigue, not a shortage of ideas. Here's a framework for keeping cadence without re-briefing every week.
