Featuring: Ken (Senior Copywriter) and Ponce (Creative Director)
Creativity ages quickly.
On social media, what worked last month falls flat today. In content, yesterday's "great idea" becomes tomorrow's outdated pattern. And in a company moving as fast as Wonsulting, every day brings new data, new user behavior, and new expectations.
So how do we keep up?
We experiment. Constantly.
For this edition of our Inside Wonsulting series, we sat down with two people at the heart of our creative engine: Ken (Senior Copywriter) and Ponce (Creative Director). What started as two separate conversations turned into one shared philosophy:
Experimentation isn't a task in our workflow. It's the way we work.
Let's dive into how our creative team pushes boundaries, tests ideas, and keeps Wonsulting ahead of the curve.
There are levels of experimentation.
Testing a WonsultingAI product feature comes with higher stakes than testing a newsletter hook because the cost of experimentation is different.
But the core process stays the same: Pick a business metric to improve (email opens, click-through rate, conversion) then run an A/B test to affect it.
Simple. Focused. Measurable.
The key is understanding that experiments aren't one-offs. They're designed to scale and inform future decisions. When something works, it becomes part of our framework for decision-making going forward.
For us in content creation, experimentation is really just sophisticated AB testing. We start by identifying references, like videos from other content creators that resonate with our audience or that Jerry responds to.
Then we evaluate what actually worked. Was it the hook? The scripting? A specific camera angle? Something unique about the storytelling?
Once we identify those elements, we incorporate them into our own videos with our unique spin. Right now, Jerry's on a storytelling pivot. He wants to move beyond strictly educational content and bring in more personal stories.
So we're studying storytelling creators, noticing how they film, how they incorporate humor, how they structure narratives. Then we adapt those approaches and make them ours.
Social media never stops changing. If we're not testing and adapting constantly, we're stagnant. And in this game, stagnation is the same as moving backward.
It's everything. Social media is a game that never stops. Trends shift, algorithms change, audience preferences evolve. If we're not up to date, or we're not actively looking at what's working and testing new approaches every single day, we lose our edge.
The moment we stop experimenting is the moment we become irrelevant.
Experiments are how we scale. They're how we build repeatable systems that drive real business outcomes. When we run a test and see meaningful change, that informs every similar decision we make moving forward. That's how you go from guessing to knowing.
We have a hypothesis tracker, but truthfully? Our documentation could be better. I'm a creative, and organization isn't always my strongest suit. After our last offsite, one of my big focuses this quarter is improving how we document what we learn. Because the insights are there, we just need to capture them better so we can build on them systematically.
We should absolutely have a playbook, and honestly, I should write it. Right now, our experiments happen, we learn from them, and we apply those learnings, but we're not recording them in a single, accessible place. That's a gap we need to close if we want to scale our experimentation culture beyond just the people who were in the room when something worked.
In marketing, we've spent a lot of time optimizing click-through rates. We're obsessed with understanding what drives someone from reading to taking action. We see the value of our services and product and hear daily how we’re helping people get interviews and job offers, but speaking about this in compelling ways requires testing.
Looking ahead, we need to experiment more with the three pillars of content: education, inspiration, and entertainment.
We're crushing education. That's our strength. But we're falling behind on inspiration and entertainment, and those are the emotional drivers that turn casual followers into lifelong advocates. That's where our next wave of experimentation needs to focus.
For us, it's storytelling content. We're experimenting with bringing more of Jerry's personal life into the content, not just as background, but as the inspirational pillar that makes people want to listen to him in the first place.
Instead of just saying, "Here's why networking matters," we're rooting it in Jerry's lived experiences. Like when we posted about Jerry's six-year anniversary with his girlfriend.
That wasn't even job search content, but it got over a million views. That taught us something huge: people are interested in Jerry's personal journey.
So now we're asking, how do we take that storytelling energy and weave it into job search advice? How do we make the educational content feel as engaging as the personal stuff?
I’m driven by understanding human psychology and decision making.
And I know that novelty consistently outperforms repeated patterns.
So my best experiments come from sitting with a problem, letting my unconscious mind work on it, and then sitting down and writing until a good experiment comes out.
I draw inspiration from assessing our business problems, and reading about how others tackled them, then seeing how I can build on those successful ideas to find something that works for us.
We study what inspires us.
Sometimes the spark comes from a creator telling a story in a way we've never tried. Sometimes it's a new trend. Sometimes it's seeing Jerry pivot into storytelling and thinking, "Alright, let's test this properly."
Our best experiments start with noticing something we like, then trying our own versio.
One of my favorite experiments was that anniversary video I mentioned. It had nothing to do with job searching, but it blew up. Over a million views. And that gave us permission to ask a bigger question: What if we stopped separating Jerry's personal life from the educational content?
So we started testing storytelling-driven job search videos. Instead of, "The importance of networking: you need to connect with X number of people," we'd say:
"We posted a job listing for UGC creators last month. Guess who we hired? The people who reached out directly and emailed us, not the ones who just cold applied."
That's networking in action, told through a real story. And it works because it's not theoretical. That's the kind of experiment that changes how we approach every piece of content moving forward.
One experiment that really moved the needle was when we opened up Jonathan's calendar and had him take consultation calls all day.
It wasn't scalable long-term, but it taught us something critical about our audience: they crave direct access. They want to talk to someone who gets it.
It also drove a huge spike in career consultation bookings meaning that sometimes the simplest, boldest swings outperform the complicated strategies.
Experiments like that inform how we structure our offerings, how we message our services, and how we think about building trust at scale.
Honestly? We haven't fully optimized that yet. We're still learning. Sometimes we get excited about an idea and test it before we've thought through what success looks like. Other times, we let perfect become the enemy of good and don't ship fast enough.
The trap is thinking you need to have it all figured out before you start. You don't. You just need to start, document what happens, and adjust.
It's all based on results. If an experiment shows valuable change, we use it to inform future decisions. If it fails, we know what to avoid. Either way, we're moving toward higher levels of clarity about our audience and how we can serve them better.
The real trap is treating failure like a verdict instead of data. Failure isn't the opposite of success. It's part of the process of getting there.
Don't wait. Don't wait until you have the perfect moment or the perfect amount of data. Just start. Start testing, start documenting, start learning.
There's no reason to delay. The insights you need are on the other side of action, not analysis.
Stop aiming for perfection all the time. Create. Publish. Let the real world validate your work.
Understand when to use frameworks like MECE (mutually exclusive, collectively exhaustive) for major business decisions, and know when it's enough to test based on gut feelings. Both have their time and place, depending on the severity of failure.
In marketing, failure is rarely disastrous. You're taking swings every day, so you can always make up for it tomorrow. That willingness to swing, miss, learn, and swing again is what builds a culture of experimentation.
Best practices get mediocre results. They’re a decent baseline, but you can’t grow from them. Experimentation will result in failure. But it’s also how you find what works.
Ken: "Don't aim for perfection. Create, publish, and let the real world validate your work."
In marketing, we get to test constantly because the cost of failure is low and the upside of learning is enormous. That freedom to test is a competitive advantage, but only if you actually use it.
Ponce: "Don't wait for the perfect moment. Just start."
The trap isn't experimentation, it's hesitation. Social media moves too fast to wait for perfect conditions. You have to be willing to test, document, and adapt in real time. The companies that win are the ones that treat every day like an opportunity to learn something new.
When you zoom out, Ken and Ponce come from two different disciplines. But their philosophies converge. Start fast, test boldly, document what works, don't overthink, and let the audience tell you the truth.
That's how experimentation works inside our creative team. And this is only Part 1.
Next, we step into the revenue and operations teams, because experimentation isn't a department initiative at Wonsulting. It's deeply integrated in our culture.
Stay tuned for Part 2.
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