One of the best things about working in cybersecurity is that it's always changing. There are always new things to learn and think about. Here are some of the areas of security that I'm thinking about the most right now:Securing the digital supply chainThe evolution of cloud-native securityInternet of Things (IoT) securityThe human element of securitySecuring web3 and blockchainI'll take them one by one this week and share some quick thoughts on why I think they're interes...

One of the best things about working in cybersecurity is that it's always changing. There are always new things to learn and think about. Here are some of the areas of security that I'm thinking about the most right now:Securing the digital supply chainThe evolution of cloud-native securityInternet of Things (IoT) securityThe human element of securitySecuring web3 and blockchainI'll take them one by one this week and share some quick thoughts on why I think they're interes...

I recently finished reading "Founder Brand" by Dave Gerhardt. It's a fast and interesting read that's worth checking out. The general premise is that the best way for a startup to get attention – especially while the product is still taking shape – is to make the founder's ideas and personal brand the focal point and go direct to your audience through channels like social media and podcasts. I love the idea of replacing outdated B2B marketing rituals with a more human approach....

I recently finished reading "Founder Brand" by Dave Gerhardt. It's a fast and interesting read that's worth checking out. The general premise is that the best way for a startup to get attention – especially while the product is still taking shape – is to make the founder's ideas and personal brand the focal point and go direct to your audience through channels like social media and podcasts. I love the idea of replacing outdated B2B marketing rituals with a more human approach....

Yesterday, I shared three types of positioning document formats. So which is right for your cybersecurity startup? I don't think an old-school "fill in the blanks" positioning statement provides much value. Choosing from the other two options really comes down to your category definition approach. If you're trying to define a new category – or radically redefine an existing one – I think the Andy Raskin-style "strategic narrative" approach is a great way to go. But as I noted in an ...

Yesterday, I shared three types of positioning document formats. So which is right for your cybersecurity startup? I don't think an old-school "fill in the blanks" positioning statement provides much value. Choosing from the other two options really comes down to your category definition approach. If you're trying to define a new category – or radically redefine an existing one – I think the Andy Raskin-style "strategic narrative" approach is a great way to go. But as I noted in an ...

Have you ever admired a company even though you don’t transact any business with them? That, in a nutshell, is the difference between branding and positioning. Branding is about emotion. Positioning is about action. Here’s an example. I was recently in the market for a video hosting provider. I narrowed it down to two options: Wistia and Vimeo. Wistia is a company I admire. I first became a paid customer around 2008, when there were probably five people working there. I then used them at two ...

Have you ever admired a company even though you don’t transact any business with them? That, in a nutshell, is the difference between branding and positioning. Branding is about emotion. Positioning is about action. Here’s an example. I was recently in the market for a video hosting provider. I narrowed it down to two options: Wistia and Vimeo. Wistia is a company I admire. I first became a paid customer around 2008, when there were probably five people working there. I then used them at two ...

Regardless of the positioning style you choose, creating one or more "narratives" will bring it to life. So what is a narrative? Simply stated, it's a story about your buyer that helps them understand how their life will be different with your company in it. Depending on your positioning style, you might employ one of two types of narratives:A "strategic narrative" that lives at the top of your positioning hierarchy and frames a major industry shift.One or more "sales narratives" that si...

Regardless of the positioning style you choose, creating one or more "narratives" will bring it to life. So what is a narrative? Simply stated, it's a story about your buyer that helps them understand how their life will be different with your company in it. Depending on your positioning style, you might employ one of two types of narratives:A "strategic narrative" that lives at the top of your positioning hierarchy and frames a major industry shift.One or more "sales narratives" that si...

Most early-stage security startups approach positioning in one of two ways. They skip it, or they obsess over it. Skipping it is tempting when a founding team gains early traction with investors and customers. But most teams don't realize how much of this traction was rooted in the founders' ability to lean on their intellect and adapt to audiences on the fly. This doesn't scale. But obsessing over positioning can also be a trap. Early-stage startups in particular often don&apo...

Most early-stage security startups approach positioning in one of two ways. They skip it, or they obsess over it. Skipping it is tempting when a founding team gains early traction with investors and customers. But most teams don't realize how much of this traction was rooted in the founders' ability to lean on their intellect and adapt to audiences on the fly. This doesn't scale. But obsessing over positioning can also be a trap. Early-stage startups in particular often don&apo...

Last weekend, I listened to two podcast interviews with David Cancel, the CEO of Drift (one new, one old, 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, 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 secu...

Last weekend, I listened to two podcast interviews with David Cancel, the CEO of Drift (one new, one old, 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, 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 secu...

Even when leadership teams buy into the importance of positioning, it isn't always obvious what the actual output of a positioning exercise should be. There are a few schools of thought on this. 1. Positioning Statement In "Crossing the Chasm," Geoffrey Moore shared one of the most commonly used positioning statement templates:For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling r...

Even when leadership teams buy into the importance of positioning, it isn't always obvious what the actual output of a positioning exercise should be. There are a few schools of thought on this. 1. Positioning Statement In "Crossing the Chasm," Geoffrey Moore shared one of the most commonly used positioning statement templates:For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling r...

One of the most challenging aspects of positioning a cybersecurity startup is deciding how broad to go. If you show a picture that is too expansive – or too far beyond your current capabilities – you'll likely have difficulty generating sales momentum. But if the story is too narrowly focused, your company may seem too tactical to get buyers excited. I like to think of positioning at different stages of the startup journey like setting the aperture on a camera lens. The scene that you&ap...

One of the most challenging aspects of positioning a cybersecurity startup is deciding how broad to go. If you show a picture that is too expansive – or too far beyond your current capabilities – you'll likely have difficulty generating sales momentum. But if the story is too narrowly focused, your company may seem too tactical to get buyers excited. I like to think of positioning at different stages of the startup journey like setting the aperture on a camera lens. The scene that you&ap...

Yesterday, I wrote about some of the adverse effects that the wrong positioning can have on a startup. So whose job is it to get it right? While I'm a bit biased, I think product marketing should lead the effort. But it requires involvement from all aspects of the business. Why?Your founder and/or CEO knows more than anyone about your company's strategy.Sales knows more than anyone about the alternatives prospects are considering – and how any existing positioning is landing.Marketi...

Yesterday, I wrote about some of the adverse effects that the wrong positioning can have on a startup. So whose job is it to get it right? While I'm a bit biased, I think product marketing should lead the effort. But it requires involvement from all aspects of the business. Why?Your founder and/or CEO knows more than anyone about your company's strategy.Sales knows more than anyone about the alternatives prospects are considering – and how any existing positioning is landing.Marketi...

When startups don't position themselves with intention, the adverse effects aren't always apparent. But consider these symptoms that startups struggling to gain traction often exhibit:Difficulty generating leadsProspects don't get itProspects mistake it for something it's notProspects get it but don't see the valueProspects get it, see the value, but don't see it as a priorityThe key to curing these symptoms is finding the intersection of what your company is goo...

When startups don't position themselves with intention, the adverse effects aren't always apparent. But consider these symptoms that startups struggling to gain traction often exhibit:Difficulty generating leadsProspects don't get itProspects mistake it for something it's notProspects get it but don't see the valueProspects get it, see the value, but don't see it as a priorityThe key to curing these symptoms is finding the intersection of what your company is goo...

When I suggested choosing a wave, I’m sure some of you thought I was thinking too small. After all, you’re not some add-on. You should be defining a whole new category, right? Maybe. But probably not. Creating a new category is definitely possible. But the degree of difficulty is high for security startups. Why? Two reasons: 1. Budget Inertia Most organizations have well-defined ways of thinking about their security budget. Even if a prospect buys into your new category definition, they won’t...

When I suggested choosing a wave, I’m sure some of you thought I was thinking too small. After all, you’re not some add-on. You should be defining a whole new category, right? Maybe. But probably not. Creating a new category is definitely possible. But the degree of difficulty is high for security startups. Why? Two reasons: 1. Budget Inertia Most organizations have well-defined ways of thinking about their security budget. Even if a prospect buys into your new category definition, they won’t...