8 . Optimize & Scale

Post-launch proving requires testing and re-testing of digital ad sets, following an agile process of a-b ad iteration. Lean into your iteration window, emphasizing different aspects of the new product above others for various ad sets.

Once you find ad sets that have real growth potential, open the tap. Do not make the mistake of opening the tap too slowly when you scale. It’s said that a customer requires 6-8 exposures before they’ll make a decision to purchase - don’t waste your time with 3-4.

While competitors scramble to catch up, you’re already collecting real time feedback from customer reviews on the product, starting from the beginning of the development loop once more.