In-depth research that we conducted by interviewing CISOs and senior security buyers from businesses like Apple, Red Hat, and Yahoo all reinforced this one simple truth:

Nobody actually wants more Cyber Security products.

Most businesses already have a million notifications going off every hour of the day. And every ping from a tool is time lost to toil; time that could be spent more effectively.

That’s the resistance you’re facing when you try to get through to potential customers. To overcome that hurdle, you have to tap into what they really want and build trust that you can help them achieve it.

Most Cyber Security businesses struggle to say why their customers really buy from them. Sure, they can describe their product… But nobody cares about your product, they only care about their problems.

If all you talk about is jargon like Identity Management, SIEM, Software Supply Chains and nothing about the value your users unlock for their business, that’s a problem.

Time to flip it. You need a customer-centric value proposition that everyone in your business, from product to sales, is aligned on, believes in, and relies on to make decisions every day.

But that’s not enough. You have to be bold. If your vision doesn’t fundamentally reimagine what your customers can achieve, you’re done for; stuck on a one-way road to commoditisation, a race to the bottom on price, lower profit margins, and an inability to grow.

It’s no good having a revolutionary vision if you then look and sound like everyone else.

People usually assume you need to look like Palo Alto or Wiz to feel legit. But that’s literally the opposite of what you need to do.

To cut through and inspire trust, you have to carve out your own cyber security brand identity: When everyone else “zigs”, you need to “zag”. Unless you’re part of the mainstream establishment, you have to be different by design in everything you do.

It’s all about knowing what makes you unique and using blue ocean strategy to make your competition irrelevant. Becoming a category of one means competing on the things your customers really care about and changing the game in ways your competition can’t.

Too many cyber security websites look nice but deliver nothing because there is a fundamental misunderstanding about how to build a website that drives sales.

Fundamentally - almost no enterprise Cyber Security buyer is going to land on your homepage and book a demo. That’s coming on way too strong for most people. You need to build up trust first.

You have an opportunity to capitalize on the mistakes everyone else is making. By crafting a customer experience that continuously builds trust, it is always possible to attract enterprise security buyers into your orbit (even when you’ve had no prior offline contact).

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