Scalability School

In this episode of the Scalability School podcast, hosts Andrew Foxwell and Brad Ploch sit down with Reza, co-founder of Motion, for a deep dive into how AI is fundamentally reshaping the way DTC creative teams operate. Reza shares his perspective on the widening gap between data-driven media buyers and creative producers, and why the most valuable professionals in the space are the ones who can bridge both worlds.
The conversation covers the evolution of the creative strategist role from simple brief-writing to a full-stack function that blends paid social performance analysis, creative concepting, and now AI-powered agent workflows. Reza introduces a powerful mental model: every knowledge worker should think of themselves as an allocator of AI tokens, and the goal is to push agents to work for longer and longer stretches autonomously.
The episode also explores practical use cases for AI agents in creative strategy, including analyzing thousands of agent conversations using swarms of AI workers, iterating on top-performing ads using existing footage, and how Motion's AI agent (Runneth) is processing and categorizing every ad creative to surface actionable insights. Reza drops a provocative prediction: in the near future, the only job left will be allocating AI tokens, and if you're not building that muscle now, you're falling behind.
Our new "After Hours" segment dives into hooks as the DNA of creative performance, why brand teams are increasingly disconnected from the direct response engine that actually drives revenue, and how creative strategists are becoming the real mini-CMOs of DTC companies. 
KEY TAKEAWAYS:
What if your only job is being an allocator of AI tokens?
Are you still thinking of AI as a chatbot instead of a workforce?
Is your creative strategist actually a mini-CMO?
Why hooks are the DNA of your entire creative system.
Is your brand team holding back your direct response engine?
What would you do if you had to spend $2,000 in AI credits this week?
Can two minutes of footage actually produce 50 unique ads?
 Is this the year under-hyped AI products of 2025 actually work?
This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you!
To learn more about Rezza and Motion you can follow him on https://x.com/rezakhadjavi, https://x.com/motionapp_ or head to https://motionapp.com/
To connect with Andrew Foxwell send an email [email protected]
 To connect with Brad Ploch send him a DM at https://x.com/brad_ploch
 To connect with Zach Stuck send him a DM at https://x.com/zachmstuck
 Learn More about the Foxwell Founders Community at https://foxwellfounders.com/
 Learn More about the The Hive Haus Creators Community at http://HiveHausUGC.com

In this episode of Scalability School, host Andrew Foxwell is joined by Phil Kiel of Taikun Digital and co-host Brad Ploch to tackle the single most-asked question in the Foxwell Founders community: how do you actually test creative on Meta in 2026? The question was asked over 160 times in just 45 days, making it the undisputed #1 topic among media buyers and brand operators in the community.
The conversation digs into two distinct camps of creative testing, forced spend (ABO) versus letting ads earn spend (CBO) and unpacks the real-world pros, cons, and trade-offs of each. Phil, who runs accounts at significant scale, makes a compelling case for the CBO-first, content-centric approach, arguing that the role of Meta's algorithm is to allocate spend to the best creative, not for buyers to manually dictate it.

The episode also confronts the volume trap: the pressure media buyers feel to launch massive quantities of ads every month. Phil's take is refreshing and practical, 8 to 10 solid concepts per month (roughly 40–50 assets) is a solid starting point for most brands, built around strong creative briefs rather than raw volume. The hosts challenge the Twitter/X culture of flex-posting ad launch numbers, arguing the real metric that matters is creative quality and concept diversity.
Key Takeaways:
Are you forcing spend into creative tests and accidentally funding your worst ads?
Is the ad set structure in your Meta account actually doing anything, or is it just an expensive folder?
How many new creative concepts should you be launching per month?
CBO vs. ABO for creative testing: which one is actually right for your account right now?
Why launching too many ads may be training your account to spend on losers. 
What does it actually mean to 'let ads earn spend' and how to know when a creative concept has really failed versus just not getting a fair shot.
Why creative volume is the wrong metric to optimize and what you should be tracking instead.
What's the difference between a creative concept and an ad asset?
The one thing you should do today if you're a brand owner paralyzed by creative output pressure.
This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you!
To learn more about Phil Kiel and the Taikun Digital team you can follow him on X https://x.com/PhilKiel or head to https://www.taikundigital.com/
To connect with Andrew Foxwell send an email [email protected]
To connect with Brad Ploch send him a DM at https://x.com/brad_ploch
To connect with Zach Stuck send him a DM at https://x.com/zachmstuck
Learn More about the Foxwell Founders Community at https://foxwellfounders.com/
Learn More about the The Hive Haus Creators Community at http://HiveHausUGC.com

This episode is like a Meta scaling "early warning system" masterclass. Andrew, Brad, and guest Kurt Bullock break down why so many media buyers hit a plateau (even when ROAS looks "fine") and how to diagnose it before performance rolls over. The core idea: Understanding CPMR to give you a clearer view of whether you're actually expanding into new pockets of the market or just recycling the same people harder and harder.
They walk through how Meta's rolling reach report works, a sliding-window version that's more useful for ongoing decision-making, how to interpret overlap, and what to do when the numbers signal saturation (creative diversity, different angles/personas, bidding/exclusions tests, quiz-style funnels, etc.).Kurt also shares on the tool he's developed with the Foxwell Founders Community that automates these reports.
Key takeaways  -
What's actually happing if your scaling spend while your rolling reach is flat.
What comes next when ROAS looks stable… but your net new reach % is dropping
The difference between rolling reach vs net new reach… and which one will predict your ad fatigue.
How tracking this metric will help you spot when delivery is getting expensive due to audience fatigue.
Are your "winning" campaigns winning because they're good… or because they're overlapping like crazy with what's already working?
The overlap % is the "uh oh" zone of death for reaching Net New Customers
How you might be leaning too hard on one motivator/angle and keeping Meta from finding new pockets even when launching fresh ads.
Why whitelisting is known for lowering CPMR and unlocking different ad distribution. -
Why testing with exclusions is still a good practice for your campaigns.
If you had one report to tell you "you're fine today, but cooked next month," would you be running it weekly?
To Get the Net New Reach Reporting Tool, head to https://tools.producedept.co/
This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to https://northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you!
To learn more about Kurt Bullock, you can follow him on X https://x.com/KurtBullock
To connect with Andrew Foxwell send an email [email protected]
To connect with Brad Ploch send him a DM at https://x.com/brad_ploch
To connect with Zach Stuck send him a DM at https://x.com/zachmstuck
Learn More about the Foxwell Founders Community at https://foxwellfounders.com/
Learn More about the The Hive Haus Creators Community at http://HiveHausUGC.com

In this episode of Scalability School, Andrew and Brad are joined by Daniel Okon, CEO of ACTIV, a growing digital first agency that has also moved to incubating/growing multiple 7 figure brands in the health & wellness space, to decode Meta's "Andromeda" update. Andromeda has created a huge shift in the ad ecosystem where the algorithm (via systems like GEM and Lattice) now aggressively favor true creative diversity over simple iterations.
Daniel breaks down why old scaling methods like duplicating winners or making minor tweaks are yielding diminishing returns. Instead, he introduces a research heavy framework focused on identifying "sub-avatars" (specific customer behaviors or pain points, like "bloating after pizza") rather than broad demographics. The conversation covers the tactical "pull forward" method for extending winning angles into new formats, how to conduct manual research that AI can't replicate, and why your creator briefs should focus on trust and niche authority over brand aesthetics.

If you've been stumped by Andromeda, Daniel and the Scalability team do a great job sucinctly explaining the changes and what advertisers need to do to be successful on the platform once again. 

Key Takeaways: 


Is your ad account suffering because you're confusing "creative volume" with actual "creative diversity"?

Why Meta's new "GEM" system penalizes ads that look different but mean the same thing.

How most advertisers are capping their own scale by targeting broad demographics over specific "sub-avatars".

How the "Spray and Pray" testing method has all but ran out of ink and the "Exploration vs. Expansion" framework that is replacing it?

How a simple "Q&A" static image can easily outperform a high-production video ad in the new world of Andromeda.

This episode of the Scalability School podcast is sponsored by NorthBeam and they just launched Northbeam Incrementality. Northbeam Incrementality gives you easy, automated, self-service incrementality tests, while protecting you from the major mistakes so many people make while running incrementality tests. Your MTA handles the daily tactics, your MMM guides the long-term planning, and Incrementality provides the causal truth. It's a closed loop that allows you to scale what works and cut what doesn't. Right now when you head over to northbeam.io/incrementality, they're offering Scalability School listeners 50% off unlimited tests for a year when you join. Just tell them we sent you!


To learn more about Daniel Okon and his team you can follow him on X https://x.com/thedanielokon or head to www.weareactiv.com 
To connect with Andrew Foxwell send an email [email protected]
To connect with Brad Ploch send him a DM at https://x.com/brad_ploch
To connect with Zach Stuck send him a DM at https://x.com/zachmstuck
Learn More about the Foxwell Founders Community at https://foxwellfounders.com/
Learn More about the The Hive Haus Creators Community at http://HiveHausUGC.com

This episode is a practical walk-through of forecasting for e-commerce growth, specifically how media buyers and operators should think about revenue targets, paid spend, CAC/ROAS degradation, contribution margin, fixed costs, and cash flow without building a fantasy plan that assumes everything stays perfectly flat.
Abir (outsourced CMO/operator for multiple e-comm brands) and owner of UpCounting.com breaks down a simple-but-real framework: start with the story in the historical data to build a forecast that's honest about constraints (marketing efficiency, supply/inventory, staffing, cash conversion cycle). Then, turn the forecast into an ongoing operating rhythm where you review monthly performance vs plan, diagnose why you landed where you did, and update assumptions instead of "hoping next month works."
A big theme: most brands hit a "terminal velocity" with their current offer/creative/channel mix. From there you either (1) increase the value you get from customers (LTV/retention, bundles, new products, adjacent audiences) or (2) improve business efficiency so you can reinvest profit to raise your ad spend ceiling—aka the "two machines" model: ads machine + ops/profit machine.

Key Takeaways: 
Using more than just "vibes" to justify perfomance when CAC stays flat while spend goes up.

How to forecast using your actual "terminal velocity" instead of your dream scenario.

The difference of forecasting from a revenue goal → spend/CAC → contribution margin, Vs. just backfilling numbers to match a target.

Knowing where your business actually breaks first (marketing efficiency, inventory, cash conversion cycle, headcount, or fixed costs)?

The fastest way to spot whether growth is coming from new customers vs returning customers and why this changes the whole model.

How to properly plan for CAC degradation when you begin to SCALE.

Why tracking this one metric can confirm if extra spend is actively hurting your brand.

Moving away from just looking at ROAS and moving on to a monthly system for forecast vs actual + "why did this happen?"

How to know you're investing cash in the right lever and helping raise your ceiling faster.

How to run the numbers to insure you're holding your internal team to an ROI standard and not just giving the team a free pass.

OpEx bloat (tools, subscriptions, extra layers of people) and how it is quietly eating your ability to reinvest in growth.

 
To connect with Abir, you can follow her on x at https://x.com/Abir_CFOofEcom or at https://go.upcounting.com/
To connect with Andrew Foxwell send an email [email protected]
To connect with Brad Ploch send him a DM at https://x.com/brad_ploch
To connect with Zach Stuck send him a DM at https://x.com/zachmstuck

Learn More about the Foxwell Founders Community at https://foxwellfounders.com/