# Setting your positioning aperture

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

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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](https://en.wikipedia.org/wiki/Aperture) on a camera lens. The scene that you're photographing – in this case, your company's long-term vision – doesn't change. But how much you choose to bring into focus for the viewer at different stages of your company's journey can.

\-Doug​

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*Originally published on [Doug Lane](https://paragraph.com/@axalane/setting-your-positioning-aperture)*