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)
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)
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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 sit beneath your overall positioning and speak to specific buyer pain points – and your unique point of view about them.
For most cybersecurity startups, I recommend the latter. Major shifts in the security landscape are very real. But it's very difficult for security startups to stake an exclusive claim to them. Plus, most security buyers evolve their security strategies in iterative steps.
-Doug
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 sit beneath your overall positioning and speak to specific buyer pain points – and your unique point of view about them.
For most cybersecurity startups, I recommend the latter. Major shifts in the security landscape are very real. But it's very difficult for security startups to stake an exclusive claim to them. Plus, most security buyers evolve their security strategies in iterative steps.
-Doug
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