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In today’s competitive landscape, standing out feels more important than ever. After years in SaaS startups, I’ve seen a familiar cycle play out more times than I can count. A new executive arrives, eager to leave their mark. What’s the fastest, most visible way to do that? Naturally: refresh the logo, revamp the website, and relaunch the brand. It looks productive. It feels bold. It checks a very public box. But more often than not, it’s not actually moving the needle or se