The Scale / Repeat / Fix / Cut Framework

After every campaign you need a fast, honest way to decide what to do with each creator, angle, and tactic. This simple four-bucket framework forces a decision on every line item — no more carrying dead weight into the next round out of habit.

• Scale — winning angles and top creators. Put more budget here.
• Repeat — solid-but-not-spectacular elements worth running again as-is.
• Fix — process or creative issues to adjust before the next round.
• Cut — angles, formats, or creators that didn't earn their spot. Stop paying for them.

Go through your creators, angles, and formats one at a time and drop each into exactly one bucket, judged on your primary metric.

Cutting is where most teams flinch. A creator was friendly, an angle felt clever, a format was fun to make — none of that matters if it didn't earn its spot on your primary metric. Every dollar you stop spending on a Cut item is a dollar you can move to a Scale item. The framework only works if you're willing to be ruthless about the bottom bucket.

Once you've sorted everything into the four buckets, it helps to see the framework applied end to end. Continue to the Real-World Example.