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Highlights

 

Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Josh Shaul, CEO of Allure Security, a cybersecurity startup that has raised $6 million in funding. Here are the most interesting points from our conversation:

  • Josh’s Journey into Cybersecurity: From a teenage hacker to a career cybersecurity expert, Josh shares his lifelong fascination with computer security and his evolution in the field, focusing on preventing fraud and online scams.
  • The Mission of Allure Security: Josh discusses how Allure Security aims to tackle the oldest security problem on the Internet – scams, by protecting enterprises and their brands from being exploited to scam the general public.
  • The Evolution of Cybersecurity: Josh reflects on the dramatic changes in cybersecurity tactics and techniques, emphasizing the constant evolution of attacks and defenses in the space.
  • Building a New Market Category: Allure Security is pioneering the category of online brand protection, a subset of digital risk protection services, highlighting the importance of brand protection in the digital age.
  • The Process of Hunting and Eliminating Online Impersonation: Josh explains how Allure Security hunts for online impersonations across websites, social media, mobile apps, and digital ads, and the innovative tactics they use to eliminate these threats, including injecting fake data to disrupt attackers’ operations.
  • Challenges of Market Adoption: Despite offering a solution to a long-standing problem of online scams, Josh discusses the skepticism and disbelief in the market regarding the solvability of this issue and how proof points and customer testimonials have begun to shift perceptions.

Actionable
Takeaways

Identify and Address Niche Problems with Scalable Solutions:

Josh's approach to tackling a specific problem within cybersecurity can inspire founders to look for unaddressed challenges within their industries. Focusing on a niche issue not only sets your business apart but also allows for deep expertise and more personalized solutions, creating a strong foundation for growth.

Build Trust through Transparency and Proof:

Overcoming market skepticism, as Josh has with Allure Security, highlights the importance of building trust through transparency. Sharing tangible results, case studies, or testimonials early in your marketing efforts can validate your solution's effectiveness to potential customers.

Leverage Technological Innovation to Outsmart Competition:

Josh's story of using innovative tactics to disrupt attackers demonstrates how technology can be a game-changer in addressing old problems in new ways. Founders should consider how they can use technological advancements not only to innovate but also to create barriers for competitors.

Utilize Strategic Partnerships for Market Access and Compliance:

The strategy of building relationships for better compliance and enforcement underscores the value of partnerships in a GTM strategy. Strategic alliances can not only expedite market access but also provide critical support for navigating regulatory landscapes.

Educate Your Market to Create Demand:

The challenge Allure Security faces in convincing the market of the solvability of a problem highlights the role of education in GTM strategies. By educating your target audience about the problem and your innovative solution, you can create demand where it may not have explicitly existed before.

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