5Security Is Best Done with Numbers
Marketing Context
Security and Marketing
In 1960, Theodore Levitt wrote a piece for the Harvard Business Review [1]. The title was “Marketing Myopia”, and the article became something of a marketing classic [2], partly because it challenged the business orthodoxy of the time, but also because of the appeal of two very clear messages.
The first was to do with marketing. Levitt said that when you’re selling something, you can either say “this is what we’re selling, buy it”, or you can ask potential customers “what would you like to buy – perhaps we can build that for you”. The first type of marketing is called a product-based approach, and you don’t see a lot of it these days. ...
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