Many security professionals find themselves wondering how it is that some security products ever made it into the market. If you’ve ever asked yourself that, wondered why the “good” seems to be the enemy of the “best,” or thought you might be able to do it better than the current players, this may be a talk for you. This talk will cover the things that have to happen in order to successfully bring a security product to the market, who is arrayed against it from day 1 (you may not have heard of some of them), and what it takes for a consultant to be in 100,000 places at once. Warning: thin-skinned consultants, bloviating product vendors, and ethereal marketing people may find some aspects of this talk objectionable. Professional discretion is advised.