About

I’ve spent more than 30 years marketing and selling security products. Most recently I was VP of Product Marketing at SecurityScorecard, and before that SVP of Product Management and Product Marketing at Synack.

Along the way I’ve watched the same movie many times. A company with a real product and a founder who can sell it hires its first salespeople, and the story falls apart. Not because the words were wrong, but because the decisions underneath them were never made on purpose.

It’s Not the Messaging started as a Substack about that gap, between what vendors say and what buyers actually live. This site is the practical side of it.

Who this is for

• Seed and Series A companies building security and technical products, from founder-led sales to a first sales team.
• Founders who want someone to push back, not just polish.
• Teams willing to share customers, calls and deals.

Who it isn’t for

• Companies looking for a content writer or a demand gen agency.
• Teams that want positioning without customer access.