Brand
Building Action1: Mike Walters on Patch Management, AI Vibe Coding, and the Power of Focus
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.
Podcast
Cult Products, the podcast
Founders, CISOs and operators on positioning, brand and going to market in cybersecurity. Long conversations, no vendor pitch.
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Website
CISOs and buyers
Episodes
WebsiteAI is Your New Salesperson: Deepak Gupta on Going From SEO to GEO
Buyers increasingly describe a problem to a model rather than search a keyword. Deepak Gupta explains what that does to your website, and gives a three-step fix.
CISOs and buyersThe Logic of Deny by Default: Building the Ultimate Security Guardrail
Rob Allen spent two decades cleaning up after trust but verify. He explains why a 15 percent error rate makes AI unfit for the final allow or deny decision.
BrandHacked CEO to Cybersecurity Author: Scott Schober on Transparency, Branding, and the End of Passwords
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.
CISOs and buyersCyber is a business problem that needs a business partner
Green KPIs, patching reports and a CISO in post. Matthew Treagus explains why organizations with all three still cannot say what is actually critical to the business.
CISOs and buyersFrom CISO to Founder: How Itzik Alvas Built Entro by Solving the Problem He Lived
For every human identity inside a company there are about 144 non-human ones. Itzik Alvas had been breached by that problem before he built a company to solve it.
CISOs and buyersInside the CISO Mind: Trust, Culture, AI, and the Sales Moves That Backfire
Ryan Lindley has sat in the CISO seat. He is specific about what earns a vendor trust, and about the sales behavior that gets a company quietly blocked.
CISOs and buyersFounder-Led Sales and the Reality of B2B Trust
Dr. Damodar Sahu treats privacy as a trust problem rather than a compliance one, and is clear that founder-led sales is not a stage you can skip.
CISOs and buyersBuilding Overwatch: AI Agents for Threat Intelligence at Attacker Speed
Arjun Bisen went from diplomacy and Google to building Overwatch Data. He is blunt about selling into a market that has been burned by vendors overpromising.
BrandUnboring Cyber: How Sara and Kelly Bring Human and Neurodiverse Thinking Into Cybersecurity Marketing
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.
CISOs and buyersFrom Claroty to Twine: Building a Top-Down Security Company
Justin Woody ran 250 conversations before Twine settled on identity risk. He explains what turns conference visibility into trust, and why doing fewer things is the harder discipline.
- Brand
How Cult Products Win Big: Mastering Crowded Markets and Building Devoted Fans
The framework episode. Revolutionary Vision, a proposition worth choosing, and why attracting the right customers means repelling the wrong ones.
- Brand
Brand Part 3: From Plan to Impact - The Journey of Turning Strategy into Branding Success
Strategy on a slide is not a brand. This episode is about the transition, and uses the Jaguar rebrand as the cautionary case.
- Brand
Brand Part 2: Unstoppable Branding - Crack the Code with Blue Oceans & Archetypes
Nintendo stopped competing on the specification everyone else was racing on and built a category of one. The method behind that is teachable.
- Brand
Branding Part 1: Before the Flashy Logos - The Must-Know Foundations of Branding!
Clients want to see the logo. The work that decides whether the logo lands happens before anyone opens a design tool.
- Brand
Be marmite, not butter: Why divisive brands attract the biggest fans.
Yaya put its own proposition up for public critique. Roland Gurney took it apart, and the phrase that came out of it has stuck: be marmite, not butter.