Innit Labs – Positioning & GTM for cybersecurity
This one was mine. I started Innit and built the whole thing myself. The name, the logo, the brand, the website, the positioning, the messaging, and the research product the firm ran on. All of it, from scratch.
Early-stage cybersecurity startups struggle to figure out what actually makes them different, and how to sell it.
Innit Labs was a positioning and go-to-market firm for early-stage cybersecurity startups, built to solve exactly that. Rather than start every engagement on a blank whiteboard, I built the Research OS behind it: an agentic backend that scored how clearly a company positioned itself and ranked it against everyone else in its category.
What I delivered
Website
The research engine
425+ cybersecurity companies, scored on how clearly they positioned. An agentic backend crawled each homepage, pulled the tagline and self-description, checked whether the claims came with evidence, and ranked the company inside its own sub-category. Filtering to a category narrowed the set to the competitors that actually mattered; opening one gave you its score, its proof, and every headline it had changed.
Explainer
Innit Labs was where I built the research engine behind this kind of work. The method it ran on is now the positioning sprint.
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