““If you asked me how to sell cybersecurity, I wouldn’t call it cybersecurity.” The raw truth of the statement hit me like a lightning bolt between the eyes. Cybersecurity might loosely describe what we do, and we tell people it’s what we’re selling, but it’s not what people buy.
Safety. Assurance. Peace of mind. Confidence. These are the kinds of things that people buy, concepts which ordinary people can understand and relate to because they are feelings which they have experienced themselves. Cybersecurity is not a next gen firewall, or multi-layered endpoint protection with machine learning and threat sandbox technology. Cybersecurity is not risk management or ISO27001 policies. Cybersecurity is being able to use the Internet in any way I can imagine without having to worry I might lose my family photos, get robbed, or get in trouble with my boss. If you could (honestly) sell me “worry free Internet”, I’d buy it in a heartbeat, and so would everyone you know.”
Corch X, here.
If you asked me how to sell OSS, I wouldn’t call it OSS. Doh! Now you enlighten me… after I’ve already chosen the domain name, PassionateAboutOSS.com. After I’ve already written over 2,000 posts on topics like orchestration, microservices, cloud-native, DevOps, and every other technical buzzword. Time to start again from scratch.
One thing in my favour is that you, the audience I’m interacting with, also speaks in the same jargon. These are the terms we use to communicate with each other. To get things started. To get things done. To get things delivered.
That’s all fine if we’re only interacting with like-minded OSS experts. However, of the thousands of people who interact with our OSS / BSS, only a small percentage are OSS experts. A majority of people use the tools rather than designing, building or commissioning them.
The people who use the tools have a huge range of job roles and reasons for needing to use our OSS / BSS. Just like with cybersecurity, the core reasons could be Safety. Assurance. Peace of mind. Confidence. But they might also include Speed. Efficiency. Reliability. Repeatability. Simplicity. Monetisation. Insightful. And more.
The challenge we have is that so much of the benefit that our OSS and BSS deliver is intangible. We might talk about orchestration delivering speed, simplicity, reliability, etc. But how do we establish a more tangible link?
How do we achieve the equivalent of what the “Intel Inside” marketing ploy delivered, which made people associate an otherwise obscure integrated circuit with a premium feature to consider when they bought their next computing device. How do we ensure that people know that our OSS / BSS is the master of puppets that make our networks dance? It’s our OSS / BSS that are pulling all the strings of operationalisation, connecting customers with networks.