Home - Ken Rutsky

Storytelling, Messaging, and Category Creation

Go To Market Advisory and Mentoring

CyberSecurity Go To Market Services

Client Success Stories

FastSpring – Sell More Compete Big

Challenge: FastSpring, an e-commerce platform for software companies, was having a challenging time positioning itself and its value in the marketplace. While many companies offer point solutions that software companies can piecemeal together, FastSpring’s real value...

DeepFactor – Launching Into A Developer Blind Spot

Challenge: DeepFactor was founded by two industry veterans who deeply understood some of the challenges across security, performance, and compliance that face today's software development teams. Having built an initial product, DeepFactor needed to translate the...

FireEye – Modern Malware Exposed

Challenge: Ken engaged with FireEye in late 2009. At the time, they had revenues in the low millions of dollars, primarily in the .EDU market. FireEye came to Ken to help them better explain their value to buyers who could not fit them into a current category in the...

Jumio – Trusted Identity as a Service

Challenge: Ken engaged with Jumio in late 2016. Jumio, a provider of real-world identification technology and services, had a differentiated offering, but was challenged in communicating why this mattered to prospective customers. They too often found themselves...

ForgeRock – Access the Future

Challenge: ForgeRock is a leader in the Identity and Access Management space. Having been founded in 2010, ForgeRock has broad platform capabilities and an amazing global customer base. ForgeRock's platform provides solutions across both employee, customer and IOT...

Reproducing the #CategoryMeme – Simplify, Enable and Reward Your Marketplace

In order for a #CategoryMeme to spread, the third step of our Penetrate, Replicate, Spread framework, first, it must replicate itself, and do so as Brodie says, "faithfully". What does this mean? Our prospects and other market participants must be able to easily...

I’ve Been Infected, Not with Covid, But with A Mind Virus- #CategoriesAreMemes #PassItOn ;)!

Before DancingCats, TidePods, BucketChallenges and other "memes" took over the internet, a branch of social science called Memetics was actually built around the idea of Memes. The term Meme was coined more than 40 years ago in the landmark book by Richard Dawkins...

Everything I Ever Learned About B2B Messaging…In One Picture!

Sometimes, you just have to net it out! After nearly 14 years as a GTM messaging advisor, this is one of those times. The other week, a client looked at my Messaging Hierarchy and asked, "what are the message deliverables out of this project?" a question I get a lot....

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