From Zero Day to Zero Sense: My struggle with cybersecurity marketing

The term "zero day" is well recognized and well defined by security practitioners. The cybersecurity marketing landscape increasingly misapplies it. As the founder of a scrappy startup, this puts me in a tenuous position. This presentation dives into my personal dilemma navigating this distortion. In this presentation I cover the motivations behind the linguistic metamorphosis, both the pitfalls and rewards. Ultimately this session aims to be an interactive exploration where presenter and audience grapple with this linguistic injustice together, and seek a path forwards towards clarity.

Key Takeaways:

• The audience will see an example of a founder's GTM struggles in a world where some stakeholders think an unsolved problem is solved.

2. The audience will grasp the potential danger in misleading security teams about actual protections

3. The audience will actively participate in lively discussion to address this problem

4. This session will empower the audience to question terms used in cybersecurity marketing and demand precision moving forwards, particularly in critical concepts like "zero day"