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Business Security Weekly #82

Recorded April 23, 2018 at G-Unit Studios in Rhode Island!


  • Michael Santarcangelo
    Founder of Security Catalyst, author of Into the Breach, and creator of the Straight Talk Framework.
  • Paul Asadoorian
    Embedded device security researcher, security podcaster, and CEO of Active Countermeasures .
  • Announcements

    • Check out our On-Demand material! Some of our previously recorded webcasts are now available On-Demand at:
    • Check out SOURCE Boston 2018 from May 9th - 10th! Go to and register using the code SW75WMKW to get a $75 discount!
    • Ticket Sales are open for Social Engineering RI Conference. Saturday, June 6th at Salve Regina University in Newport RI. Go to - to register! Patrick Laverty will be joining us for an interview next week. Stay tuned to hear more about this conference!

    Article Discussion on Leadership, Communication, and Innovation

    4 Ways to Improve Your Content Marketing

    • The promise versus the reality
    • Less than 3 minutes to make an impression; optimal length takes average viewing of 2:27 into consideration
    • Short during the week, longer on the weekend
    • No single path/journey; we’re engaging in parallel streams
    • Mobile is overhyped
    • Stop worrying about what time and day to send
    • Don’t forget the case study (and it’s 83% completion rate)

    The Law of Unintended Consequences: Shakespeare, Cobra Breeding, and a Tower in Pisa

    • “Sometimes unintended consequences are catastrophic, sometimes beneficial.”
    • “…unintended consequences can also be the result of people thinking that something is more complex than it actually is…”
    • The cobra effect… and bug bounties?
    • “Most unintended consequences are just unanticipated consequences.”

    To Everyone Who Asks For ‘Just A Little’ Of Your Time: Here’s What It Costs To Say Yes

    • What is the cost of a full calendar?
    • Managers versus makers
    • People wanting your time is a compliment; doesn’t mean you need to say yes
    • If you say yes, what have you said no to (even if that’s not what you meant)?
    • 24 hours in each day. Period.

    Why Does Your Sales Team Lose Deals?

    • Beyond competition, 48% lacked budget, 38% had no urgency to buy, 13% lacked authority
    • You need to know budget, buyer, urgency (actually, everyone involved should know this)
    • Don’t waste time on prospects unlikely to convert; this works for internal efforts, too

    The case for boosting enterprise software startups with services

    • Services are traditionally considered low margin and hard-to-scale
    • Long term - limiting non-recurring revenue from services is good business (think about this from the enterprise side, too)
    • Working to figure it all out with a complex project? Enter services.
    • Several benefits from engaging in this approach (listed in the article)
    • Services are a way for enterprises to de-risk the investment

    Tracking Security Innovation

    In the NYC enterprise startup scene, security is job one

    • “It’s startups who have been established in New York because that’s where their primary customers are most likely to be.”

    In the wake of RSA

    • Lots of missed opportunity before and after the show
    • What stood out?
    • As a vendor, how do you assess the investment (or is it a tax?)?
    • As an enterprise leader, how do you assess the investment?
    • What can we do to make it better?

    Value Prop Scorecard - an invitation to engage

    • Program starts next week
    • Your chance to interact and engage, help us shape the experience
    • Identified 3 basic uses right now - with a focus on helping to rapidly assess vendors
    • Whatever is learned is shared...
    • We have a few other ideas we're working through for briefings, vendor scores at shows, etc.

    Interview: Ron Gula of Gula Tech Adventures

    Ron Gula
    is the Founder of Tenable and Gula Tech Adventures.

    Serial Cyber Security Entrepreneur. Founded Tenable Network Security and Network Security Wizards. 15+ years experience as CEO in cyber security industry.

    Ron started his cybersecurity career as a network penetration tester for the NSA. At BBN, he developed network honeypots to lure hackers and he ran US Internetworking's team of penetration testers and incident responders. As CTO of Network Security Wizards, Ron pioneered the art of network security monitoring and produced the Dragon Intrusion Detection System which was recognized as a market leader by Gartner in 2001. As CEO and co-founder of Tenable Network Security, Ron led the company's rapid growth and product vision from 2002 through 2016. He helped them scale to more than 20,000 customers worldwide, raise $300m in venture capital and achieve revenues in excess of $100m annually.

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