Teaching creatives to read experiment charts without drowning in jargon

Misalignment usually stems from vocabulary, not intent. We map common metrics—CPM, hold rate, incremental reach—to creative decisions so designers know which lever they actually control.

Cohort exercises replay anonymized charts from past intakes. Groups annotate where creative fatigue likely began versus where budget pacing caused noise, practicing language that avoids blame.

Graduates leave with a one-page “ask” template for media partners, specifying the hypothesis, expected signal, and creative variants in the same glance.