Positioning, identity, and voice for cybersecurity startups.
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
Showing 4 - 6 of 7 articles
The framework episode. Revolutionary Vision, a proposition worth choosing, and why attracting the right customers means repelling the wrong ones.
Strategy on a slide is not a brand. This episode is about the transition, and uses the Jaguar rebrand as the cautionary case.
Nintendo stopped competing on the specification everyone else was racing on and built a category of one. The method behind that is teachable.
Showing 4 - 6 of 8 podcasts
