Norm

Think Marble Cyber Security was commoditised to the point of ubiquity, with category tropes masquerading as a value proposition, and a commercial strategy that was anything but.

Controversially, success depended on us proving to the Board that their sector - and business - was boring. Further, the market’s self-aggrandisement was contradictory to the view of the prospective customers, who just weren’t interested.

Leaning into this uncomfortable truth was key to setting them on the path to their 10-year x £100m valuation target. Our ‘boring’ insight led to Norm: The Reassuringly Dull Cyber Security Company. Our charge: to quietly go about the business unseen and unnoticed.

A cyber security issue is, we argued, like a call from your child's school – bad if you get one. Accordingly, a new company vision was published: stay off the Board’s agenda.

A mix of competencies helped us lead changes in product development, subscription pricing and route to market. Our deployment met with several award wins, a bustling pipeline and commercial turnaround that was anything but dull.

“This positioning was a hard pill for the VC’s, engineers, sales and commercial teams to swallow – but its unique capacity to upend the status quo internally and externally provided a pivotal competitive advantage.” CEO