Swulinski: Scaling only winning creatives causes ad performance to crater
Matt Swulinski · How to Build a $100M Growth Engine: Lessons from Wispr Flow & Superhuman | Matt Swulinski · Aug 14, 2026 · at 20:11
Growth leader Matt Swulinski explains why algorithmic ad platforms require continuous creative asset diversity rather than narrow optimization of existing winners.
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“The key thing around creative is not the one creative. It's the package of all of your assets together. They have to be different. They have to, they, to the algorithm, they have to look and feel different. Different ages, different genders, different settings, different hooks. If you only focus on this is what works and you pump just that, performance will crater. You need to constantly be creating net new, completely wild, weird ideas. Otherwise, your acquisition costs will start to rise.”
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