<b>My best winner from last year is now a loser</b>

<b>My best winner from last year is now a loser</b>

Gut punch. I had a hero that won +21% eight months ago. Shipped it, moved on, never looked back.

This week I re-tested it against a fresh idea. The old champion LOST by 9%.

What happened: the market moved. The angle that felt fresh last year is now what every competitor copied. The winner decayed into the baseline.

Winners aren't permanent. Audiences habituate, competitors clone, context shifts. A win is a snapshot, not a monument.

Now I re-challenge my top 'permanent' winners every 6-9 months. Half still hold. Half have rotted.

— Find your oldest shipped 'winner'
— Ask: when did I last challenge it?

Go re-test your stalest winning variant against a fresh challenger. Report back.