The cybersecurity market is filled with solutions to help protect networks and devices from attacks, but most of them are labor intensive, expensive, and come with serious side-effects. Truly innovative products that address the most complex security issues are rare and often have difficulty breaking through the status quo. In 2016 Waratek had just won the most prestigious competition in cybersecurity – the RSA Innovation Sandbox Award – but needed a fundamental shift in product strategy and messaging to take advantage of the opportunities to disrupt the market.

 Waratek developed an award-winning cybersecurity technology that instantly solved multiple business issues with none of the usual side effects or high costs associated with traditional security tools. But, prospect feedback showed the solution was too complex and too feature-rich for over-worked and under-resourced IT teams to grasp the value.

 Re-brand and re-position the single, comprehensive solution into a three-product platform. Each product could be quickly and easily installed to address one of three use cases: 1) reduce the time to patch known flaws from months to minutes; 2) add security rules on the fly to protect against known or unknown cyberattacks; 3) upgrade old, out of support software without touching the code.

 In the first nine months of the new product and positioning, sales grew by 4X and by 2X in the first full year of the new strategy. Waratek founder & CTO describes the work of WindUp’s James Lee this way: “James” marketing, messaging, and branding vision propelled Waratek from zero to the top spot against all of our peers in less than one year. What's more, James accomplished all of this without big headcount or big-bucks budgets — just his laser-focused vision and razor-sharp execution.”