If You Need to be ‘Disruptive’ to Sell your Security Product, Make a Better Product

You’ve all seen the ads; “Service X is disrupting the Y industry!“, or worse; “We’re using Artificial Intelligence to disrupt…”.

At this point I will look no further at what you have to offer, because if your product/service could stand on its merits, why would you to resort to using tired and almost entirely inaccurate marketing drivel? And are you really to solve my problems or just make money?

Yes, that was a rhetorical question.

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Cybersecurity Vendors: Masters of Distracting Innovation

I’ve heard that the best writers draw inspiration from the people around them. Clearly this works for crap writers too, because I totally stole the phrase ‘distracting innovation’ from a friend of mine. So thank you for that Gareth.

I have dedicated the last half of my career to providing my clients the only thing that makes sense to me; an appropriate security program that supports and enables the needs of the business. I have also chosen to predicate the implementation of that program on the following well established cornerstones. In order of importance:

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Are Data Protection Laws Hurting International Business?

[Note: For this blog I’m going to focus on US-based ‘content’ providers (e.g. newspapers) as these folks seem to be the ones hit particularly hard by EU legislation.]

From May 25th 2018, we have all likely encountered at least one of these notices when browsing US-based websites:

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Artificial Intelligence (AI)? You’ve Just Lost Two Buyers

I am absolutely sick to death of security vendors using the buzz-phrase Artificial Intelligence (AI) as a descriptor for their product or service.

Because:

  1. AI does not even exist yet, the most you can say is that it’s very clever programming;
    o
  2. Not everyone is a fan of AI.

So, by trying to claim your product uses AI, you have now alienated 2 types of people; 1) those who hate bullsh*t artists, and 2) the paranoid.

In cybersecurity, there are a lot of both.

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FinTech

FinTech vs The Status Quo

There is an old wisdom story about a truck that gets stuck under a bridge. The details vary, but the gist is that all conventional [old school] thinking fails to solve the problem, but out-of-the-box thinking [a young girl/boy] gets the job done.

If you’ve not heard this overused (and yes, [pun intended] ‘tired’) analogy, the premise is that:

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