After years of marginal gains, I made the case to leadership that sustainable growth required rethinking the funnel as a system. We needed to take bigger swings to reach growth targets. I led the case for a ground-up redesign over continued small-scale optimization. Testing the redesign head-to-head against the original, it beat the projected 10-13% lift for several consecutive weeks. Once it reached significance early, we moved 100% of traffic to the new funnel and kept iterating.