# Focusing the narrative

By [Doug Lane](https://paragraph.com/@axalane) · 2022-03-30

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OK, now that we've defined [our security buyer ensemble](https://mirror.xyz/axalane.eth/eyNQsVWQlSU2stRbPtrdOp2Q-LauCJMG88VQ0gk56Mc), let's talk about how a security startup with limited marketing resources can best engage the different players.

At the risk of stating the obvious, the business decision-maker and the security architect are the two most important players. And yes, they're motivated by slightly different things. But in my view, your company's strategic narrative needs to resonate with both.

The key ingredients that should be common to the core narrative at most security startups are:

*   A description of a major shift that is happening in the security landscape.
    
*   Articulation of the pain points caused by a misalignment between how security is done today and what the new moment calls for.
    
*   A better approach for meeting the moment.
    
*   Ideally, some evidence.
    
*   A gradual and iterative approach for getting from where they are now to where they need to be.
    

The last point is particularly important. Companies have invested enormous time and budget in their existing security tools and processes. Unless you're going after a wounded animal (nods over shoulder at antivirus software), the buyer won't be ready to hear that radical change is needed (even if it is).

\-Doug

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*Originally published on [Doug Lane](https://paragraph.com/@axalane/focusing-the-narrative)*