#403 – Why Amos Bar-Joseph rejected the playbook every unicorn ran

A story about questioning the play itself—not the execution. For SaaS founders quietly wondering whether their next round will fix what the last one didn't. Most founders who fail try harder the next time. Amos Bar-Joseph, co-founder and CEO of Swan, took a different path. Three-time founder. Two prior B2B startups built on the unicorn growth-at-all-costs playbook—both ended in failure. On the…