- Par · the baseline
- Most budgets drift toward whatever worked last quarter.
- The lie · the constraint
- Proven channels saturate. New ones can’t prove themselves without room to fail.
- The shot · the call
- 70% at the middle of the green, 20% on the trick shot, 10% trying to drive the par 4.
- Result
- 70·20·10No more, no less — and it takes a testing culture, not a spreadsheet.
70%
Middle of the green
Protect the budget.
Verified ROI: incrementality, ROAS, revenue. Not glamorous. It pays for the whole round, including the shots below.
20%
The trick shot
Could pay off handsomely.
Promising work with fuzzy attribution. My favorite example is influencer paired with paid amplification: the creator is the creative, the paid media is the distribution. Hit it right and it tucks next to the pin.
10%
Drive the green
Maximize revenue potential.
Pure tests. Most land in the water. The one that doesn’t changes next year’s plan.
You can’t be any more or any less.
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Why it needs a culture
Nobody builds this bottom-up.
Leadership has to protect the 10% when it fails, or it quietly becomes 0%. Try the split yourself on the homepage.