In this episode of Cybernomics (formerly Security Market Watch), host Josh Bruyning engages with Ian Poynter, founder of Kalahari Security, to explore the economics of cybersecurity. They discuss the challenges of selling security solutions, the importance of understanding business needs, and the inadequacy of mere sympathy in the face of security breaches. Ian emphasizes the need for security to be appropriate to the business context and the necessity of building trust and relationships in sales. The conversation also touches on lessons from the insurance industry and the complexities of selling preventative measures in a saturated market.

Takeaways

Security needs to be business appropriate.
Selling security requires understanding the buyer's perspective.
Thoughts and prayers are insufficient responses to security breaches.
Building trust is essential in cybersecurity sales.
Value propositions must be clear and compelling.
Empathy is crucial when selling security solutions.
The insurance industry offers valuable lessons for cybersecurity.
Preventative measures are hard to sell due to their abstract nature.
Market dynamics are complex and require strategic navigation.
Honesty and clarity are vital in cybersecurity communications.

Sound Bites

"Thoughts and prayers are not enough."
"Security needs to be business appropriate."
"Selling a preventative measure is not easy."

Ian's LinkedIn

Josh's LinkedIn