Find Your Zag, free positioning tool: https://www.tryinteract.com/share/quiz/69cd6a56de5b5fd533f29a4f
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Losing a pitch to Deloitte or KPMG and telling yourself it was the budget, reputation or size? It probably wasn't.

In this episode, business strategist Deirdre Martin reveals why cybersecurity founders keep losing to bigger firms and why the fix has nothing to do with your price, your credentials, or the size of your team.

You'll discover the challenger brand strategy that lets smaller consultancies step off the buyer's spreadsheet entirely, why the Big 4's size is actually a structural cage that works in your favour, and the Category Test, three questions that show you exactly how to become the only logical choice for your ideal client.

For the full list of timestamps, key takeaways, and all resources mentioned, visit the full episode page: https://www.deirdremartin.ie/blog