Cybersecurity Marketing: You don’t need to scare people to sell them security (episode #136)

FUD. Fear, uncertainty, doubt. I first learned about this sales and marketing tactic – which is aimed at influencing perceptions by highlighting potential negative outcomes – early in my career when working with big tech companies. An example – nobody ever got fired for buying IBM. Then later in my career when I worked with cybersecurity companies, I saw the tactic on steroids. But I always wondered – is this really the most effective way to treat our potential customers? Is this customer-fir...