Smart cyber founders are doing something different. If you're a startup and this is you: “We’re a CNAPP platform.” “We’re an XDR solution.” “We’re a next-gen SIEM.” You're not selling your product, you're selling your category. And congratulations!! You're now in a race with 99 other vendors who all look, sound, and promise the same things. Most of these labels were invented by analysts (cough gartner). They sound tidy, they’re good for reports, but they show 0 value. Here is what the new wave is doing. They talk about the pain, they offer the outcome, and they lead with a deep understanding of their customers. “We help SaaS startups pass security reviews in 3 days.” “We stop shadow access in AWS before a breach.” “We reduce SOC burnout by 40% in under 6 weeks.” This is outcome-driven and has a much bigger impact. It specifically targets a group of customers who have a problem. They think, “That’s what I need.” You don't need to sound innovative and special, you don't need another gartnerism. Just tell people the exact problem you solve. Have cyber acronyms gone too far?
Short answer – absolutely yes! Take TBAC as an example - over the years the 'T' has stood for Time, Task, or Trust. Now there’s a new kid on the block: Token. Acronyms in cyber just keep shifting - sometimes it's innovation, sometimes it's just confusion dressed up in new clothes.
A-ZDR 🙈
A word to the wise- if your sausage can't spot ntds.dit being dumped, rethink your secret sauce.
Interesting insight! Curious to know how would you frame that to a service provider?
Sell the sizzle not the sausage 😁