“I would start really first with like the acquisition side not to like improve acquisition but to use it as a way to test different messaging.”

Start With Acquisition to Test Messaging, Not to Acquire — It Is a Research Tool

Reframing paid acquisition as a messaging research tool changes how you evaluate its ROI. Daphne explicitly runs early ad spend not to hit ROAS targets but to generate fast, statistically useful messaging signal. The budget 'cost' is a research investment, not an acquisition cost. This mental shift also prevents premature optimization of creative before the core job-to-be-done angle is validated.