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

Unboring 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.

From 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.

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.

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.