Straight talk on cybersecurity brand and growth

Nobody wants to book your demo

Most security marketing aims at the small group ready to buy today. Our CISO research and awards data show what everyone else wants from your website instead of a meeting.

Phill Keaney-Bolland

23 Jun 2026

Category of one: the business case for niching down

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

16 Jun 2026

The five-second homepage

Security buyers give your homepage about five seconds to work out what you do. Most cybersecurity hero lines fail that test. Here is what passes it.

Phill Keaney-Bolland

9 Jun 2026

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.

AI 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.

The 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.

We branded and launched ZEST Security out of stealth in 2024. TechCrunch has since named ZEST one of the top cybersecurity startups of Disrupt 2025.

The Cybersecurity Cult Products Awards report

We scored all 77 startups exhibiting at RSA's Early Stage Expo and Next Stage on proposition, brand, and marketing. Here is what the category gets wrong, and who gets it right.