For a few years now, the successful security consultants have been
those who have been up front about the limitations of their product
or approach--and who have used understatement instead of hyperbole
when saying anything which the client would use to build expectations.
This left a hole, so to speak, in the marketing profile of this class
of security services -- a hole which has recently been filled by a
product whose bravado is up front, and whose limitations are found
down in the fine print.
Will the latter approach resonate with Fortune 100 CEOs and CIOs?
You bet. They see the marketplace as a sort of boxing match, and
the marketing claims as pre-fight tough talk. If you don't make
a lotta noise, Sonny, you just ain't a contendah.
I'm not too happy to see this development--but I don't have anything
at stake. I think a certain amount of ire on the part of those
firms in the former category is understandable.