Research & thinking
Data-backed positioning research and GTM insights for cybersecurity startups.
Insights
How Innit Labs started — and what we're building
We kept seeing the same GTM problem from opposite sides of the table. So we built a system to measure it.
Research
How we score positioning (and what 300+ companies taught us)
What actually separates the top 10% from everyone else? We built a 7-dimension framework to find out.
Positioning
The proof gap: why claims without evidence are invisible
Every homepage makes bold claims. Almost none back them up with named customers and real numbers. That gap is costing you deals.
Research
We scored 300+ cybersecurity homepages. Here's what separates the top 10% from the bottom.
We scored 300+ cybersecurity homepages. Most sound identical. Here's what the few that stand out actually do differently.
Positioning
Your homepage talks about you, not your customer
The biggest positioning gap in cybersecurity? Every homepage talks about the product. The best ones talk about the buyer's problem instead.