NOT BECAUSE IT WAS BAD! Because what used to work... just stopped working. And halfway through the year, that meant a major update, not a tweak. Joe(owner), Dan(my VA), and I have spent the last few months testing and measuring — the unglamorous kind of work where you're staring at numbers instead of doing the fun creative stuff. What used to move the needle wasn't moving it anymore. And some of what we almost skipped was actually where the results were hiding. So now we're rebuilding — not from scratch, but from evidence. Which honestly feels better. Less "hope this still works," more "we know this works now, let's do more of it." Here's the part I keep coming back to: it's tempting to just keep running the plan that used to work, because admitting it stopped feels like losing ground. It's not. It's the difference between building something that resets every few weeks and something that actually stacks year over year. Anyone else mid-year-realize-what-used-to-work-doesn't-anymore right now? Tell me I'm not alone.