Yes

I treat feedback and analytics as a signal, not a verdict. The data tells you what happened, a hook underperformed, people dropped off halfway, a CTA got ignored, but it rarely tells you why. So the first step is diagnosing the real problem before changing anything.

The key discipline is changing one thing at a time where possible. If you rewrite everything at once, you can't know what actually had an impact.

The big thing is avoiding the language of briefs. Briefs are written in marketing-speak, real people don't talk that way. So I try to translate the strategy into how an actual person would describe the problem or the feeling, and write from there.