# Naming the enemy

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

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Last weekend, I listened to two podcast interviews with David Cancel, the CEO of Drift ([one new](https://wistia.com/series/talking-too-loud?wchannelid=9c5u5vvz1d&wmediaid=hwk5ppw5wa), [one old](https://andyraskin.com/podcast/6-drift-ceo-david-cancel/), both great). While Drift isn't a security company, they're a popular example of a startup that created a new category successfully ("conversational marketing").

As [I noted yesterday](https://mirror.xyz/axalane.eth/YstCTjobGszjtVMvLWwp52e-omA1CB8rXA2EnDxUweY), I don't think security startups should try to define a new category in most cases. But even if you're not trying to do that, there's one aspect of what Drift did that I think all security startups should emulate.

They named a clear enemy.

In Drift's case, the enemy is web forms. What a great enemy. Nobody likes those – or the baggage they bring with them.

Whether you're trying to create a new category – or looking for ways to differentiate within an existing one – naming the enemy forces you to zero in on tangible buyer pain points.

There's still the small detail of creating and communicating a better alternative. But when you're battling for mindshare in a noisy market like security, finding immediate common ground with the buyer around a shared enemy is a great way to fast-track to a discussion about value and outcomes.

\-Doug​

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