Sure you can - you just have to be willing to throw what you have away. If the outcome of that is having to rewrite one of five experiments because it is a hit, that is a _great success_, not a failure.

But only in theory. In practice you would never get the time to rewrite what “already works”. And objectively, even with the best intentions, every rewrite comes with its own kinds of risks.

Perhaps not at the kind of shop that deserves to go out of business. I do this literally every day from function snippets to entire systems.