Straight talk on cybersecurity brand and growth

Your team page is a security control

Buyers of early-stage security products know the product is immature. They get comfortable with the people instead. A missing team page is a hole in the buying journey.

Phill Keaney-Bolland

19 Aug 2026

How to stand out in agentic security when everyone is agentic

AI for security, security for AI is now the default pitch. Differentiation in the most crowded corner of the market lives one level down, in philosophy, refusal, and story.

Phill Keaney-Bolland

15 Aug 2026

250 conversations before a line of code

Justin Woody planned 100 buyer conversations for Twine and did 250. Nearly all of them pointed at a different problem, and the company pivoted before writing code. Here is how validation actually works.

Phill Keaney-Bolland

11 Aug 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.