Loading
Positioning, identity, and voice for cybersecurity startups.
AI for security, security for AI is now the default pitch. Differentiation in the most crowded corner of the market lives one level down, in philosophy, refusal, and story.
Phill Keaney-Bolland
Cybersecurity founders want to stand out and fear standing out. Both instincts are right. There is a working test for where the line sits, and it involves your champion’s CFO.
Phill Keaney-Bolland
Founders debate launch timing endlessly: before or after the raise, before or after the product feels ready. There is no perfect moment. There is a market calendar, and it should set your date.
Phill Keaney-Bolland
Visual sameness gets the attention, but our RSA research found the same convergence in words: nearly all 77 startups write in one register. Voice is the differentiator almost nobody is using.
Phill Keaney-Bolland
Founders fear that narrowing the ICP shrinks the market. At startup scale the opposite is true: a narrow niche is the only affordable way to become the obvious choice, and now the machines agree.
Phill Keaney-Bolland
Almost 70% of the cybersecurity startups we scored at RSA use blue as their primary brand color. That sameness has a measurable commercial cost, and the outliers prove it is avoidable.
Phill Keaney-Bolland
For our Cult Products Awards report, we scored every startup at RSA’s Early Stage Expo and Next Stage on vision, story, and following. Three tiers emerged, and a sea of blue.
Phill Keaney-Bolland
Mike Walters had to kill his own products to find the one that scaled. He also thinks vibe coding is about to make distribution matter more than code.
A targeted attack cost Scott Schober 65,000 dollars. He wrote a book about his own mistakes, and built more trust than any advertising campaign had bought him.
Padlocks, hoodies and fear-driven copy are still the default in cybersecurity marketing. Kelly Allen and Sara Carty explain why, and what replaces them when different minds get to write.
Showing 1 - 3 of 8 podcasts
