# Setting your positioning aperture

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

## Content

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'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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