Founder decisions / Executive intelligence
Change one meaningful variable.
A weak campaign result can tempt the team to change the audience, offer, message, channel, and geography together.
That may produce a different result while leaving the explanation unclear.
At the review, identify the most useful hypothesis to test next. Change the variable that addresses it and preserve the other definitions where practical.
Record what changed and why.
The goal is to learn enough to make the next decision with more confidence.
What is the one change that would give your team the clearest learning next week?