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
Clients want to see the logo. The work that decides whether the logo lands happens before anyone opens a design tool.
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.
Showing 7–8 of 8 podcasts
