Timeless lessons in this academy. Victor really touched on a reality that most CRO “gurus” on X and LinkedIn conveniently avoid. We’ve all seen the posts: “We added X and unlocked $300k in yearly profit!” The implication is simple: rollout the winner, keep it that way, and collect the gains forever. In reality, it doesn’t work like that. There’s a brand I’ve been working with for almost two years now. We had clear wins in early 2024. But as the brand scaled and ad spend more than tripled, something important changed: the customer cohort evolved. The people buying today aren’t the same people who were buying 18 months ago. Following Victor’s advice, I went back and re-tested some of those “all-time winners.” The result? Some segments improved, but others completely tanked. The data had flipped. That’s the part most people don’t talk about. Testing isn’t “do it once and forget it.” It’s a continuous cycle: test → roll out → monitor → re-test → adapt. The brands that keep winning aren’t the ones chasing permanent wins.They’re the ones who accept that markets move, customers change, and experimentation has to evolve with them. That mindset alone makes this academy worth going through.