Why do all saas websites grow less creative and more boring over time? It used to puzzle me until I went through it myself: 1. 0-1: your website tries to appeal to top talent. Creativity stands out. 2. 1-10: your company tries to appeal to early adopters. Creativity stands out. 3. 10-100: your company tries to win over people who wear collared shirts / dress shoes to work. You match what they know and trust.