# Choosing your wave

**Published by:** [Doug Lane](https://paragraph.com/@axalane/)
**Published on:** 2022-03-30
**URL:** https://paragraph.com/@axalane/choosing-your-wave

## Content

The first narrative instrument I mentioned in yesterday's message is a "major shift in the security industry landscape." This might seem like a tall order. But given how crowded the security space is, your startup won't have great odds of gaining traction without giving buyers a compelling reason to shift from the status quo. There are always big security waves to grab a piece of at any point in time. For example:Mitigating risks that existing security approaches miss (ransomware, wiper attacks, etc.)Simplifying Zero Trust Architecture adoptionAcquiring, developing, and retaining security talentAdapting security to modern workflows (SecDevOps, location-independent workforce, etc.)Adapting security to new architectures (cloud, microservices, APIs, blockchain, etc.)Extending security into the software supply chain (SolarWinds, Log4Shell, etc.)Securing IoT and other non-traditional connected devices.You can also look for a smaller wave that you can own. Like, maybe you're the company that brings modern security techniques to the legacy systems our rickety electrical grid runs on. Either way, the key is to articulate to buyers how the world – and their risk posture – is changing in ways that demand action. -Doug

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