Doug LaneMy top security topics
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...
Doug LanePoor man’s Gong
If you’re someone who works with me, you may have noticed that I ask to record our Zoom calls more often than I used to. There’s a reason for this. While I can’t justify the cost of a revenue intelligence platform like Gong for my small shop, I made up my own poor man’s version. Here’s how it works.Download and install Descript. (There’s a free version.)Hit the record button on a Zoom call and pick the “Record on this computer” option.After the Zoom call ends, drag the video file that Zoom sp...
Doug LaneWelcome to the simulation
OK, now that the marketing guy explained what Zero Trust is, let’s get into some ways to give security buyers a plan for it (that hopefully includes some of you). There’s a real danger that this could get boring in a hurry, so here’s what I’m thinking. Over the next few days, I’ll give you my quick take on what I like and don’t like about the three possible starting points I mentioned. I’m not going to regurgitate every detail, but I’ll try to give you the gist. Then, I’m going to make up a f...
I share daily thoughts about cybersecurity and emerging technology. [Subscribe](https://daily.axalane.com) or [hire me](https://axalane.com)
Once you find the right wave for your security startup, the real fun with positioning can begin. There are (at least) two schools of thought right now on the best way to position a company for growth.
School 1: You need a far-reaching narrative that speaks to things like societal impact and culture in order to inspire customers and attract top talent.
School 2: You need a narrative that puts immediate buyer pain points and desired outcomes front and center.
Most branding agencies and storytelling gurus will advise startups to join School 1. And I do think most companies should strive for this as they grow and mature. But the percentage of startups that are well-positioned to succeed with School 1 is very low.
This is especially true for security startups. The security space is extremely noisy, and when you get down to it every company is doing variations of the same thing: reducing business risk. So as soon as you start taking your positioning into the clouds, it quickly sounds the same as every other security company. And when you're competing for mindshare with security buyers who are getting bombarded from every direction, a lofty narrative – however inspiring – will not gain traction.
If you survey the security startup landscape, the evidence supports School 2. For example, let's look at how a couple of high-profile security "unicorns" are communicating their story.
Obviously, the homepage hero isn't the entire narrative. But you can see very clearly that pragmatism and clarity are winning the day in security right now. So if you're at a security startup that isn't yet anywhere close to the traction and valuations of companies above, be very wary of "expert" advice that you need to speak to "making the world safer" or similar platitudes.
-Doug
Once you find the right wave for your security startup, the real fun with positioning can begin. There are (at least) two schools of thought right now on the best way to position a company for growth.
School 1: You need a far-reaching narrative that speaks to things like societal impact and culture in order to inspire customers and attract top talent.
School 2: You need a narrative that puts immediate buyer pain points and desired outcomes front and center.
Most branding agencies and storytelling gurus will advise startups to join School 1. And I do think most companies should strive for this as they grow and mature. But the percentage of startups that are well-positioned to succeed with School 1 is very low.
This is especially true for security startups. The security space is extremely noisy, and when you get down to it every company is doing variations of the same thing: reducing business risk. So as soon as you start taking your positioning into the clouds, it quickly sounds the same as every other security company. And when you're competing for mindshare with security buyers who are getting bombarded from every direction, a lofty narrative – however inspiring – will not gain traction.
If you survey the security startup landscape, the evidence supports School 2. For example, let's look at how a couple of high-profile security "unicorns" are communicating their story.
Obviously, the homepage hero isn't the entire narrative. But you can see very clearly that pragmatism and clarity are winning the day in security right now. So if you're at a security startup that isn't yet anywhere close to the traction and valuations of companies above, be very wary of "expert" advice that you need to speak to "making the world safer" or similar platitudes.
-Doug
Doug LaneMy top security topics
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...
Doug LanePoor man’s Gong
If you’re someone who works with me, you may have noticed that I ask to record our Zoom calls more often than I used to. There’s a reason for this. While I can’t justify the cost of a revenue intelligence platform like Gong for my small shop, I made up my own poor man’s version. Here’s how it works.Download and install Descript. (There’s a free version.)Hit the record button on a Zoom call and pick the “Record on this computer” option.After the Zoom call ends, drag the video file that Zoom sp...
Doug LaneWelcome to the simulation
OK, now that the marketing guy explained what Zero Trust is, let’s get into some ways to give security buyers a plan for it (that hopefully includes some of you). There’s a real danger that this could get boring in a hurry, so here’s what I’m thinking. Over the next few days, I’ll give you my quick take on what I like and don’t like about the three possible starting points I mentioned. I’m not going to regurgitate every detail, but I’ll try to give you the gist. Then, I’m going to make up a f...
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I share daily thoughts about cybersecurity and emerging technology. [Subscribe](https://daily.axalane.com) or [hire me](https://axalane.com)
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