On the Globes MAD convention, Roy Katz, director of brand name @Wiz, offered the story of the model of the corporate that was offered to Google for $32 billion – Israel’s biggest-ever exit. “This occurred due to our wonderful groups and expertise, but additionally as a result of we had been in a position to construct a model that stood out in a conservative, aggressive and saturated market,” Katz stated.
Throughout his presentation, Katz described how Wiz challenged the traditional knowledge within the cloud safety market. “Within the safety market, everybody speaks the language of concern. Concern strikes corporations, makes them transfer budgets rapidly, however concern doesn’t at all times create the specified motion,” he defined. “We realized that if we need to stand out, we are able to’t shout louder, we wanted to talk in utterly totally different phrases.”
Katz shared an analogy utilized by the corporate’s CEO, Assaf Rapaport. “Wiz is sort of a seatbelt – a safety resolution that permits corporations to journey quick within the cloud and develop, with out desirous about the hazards alongside the way in which. This analogy helps my group concentrate on the ‘driver’ and their peace of thoughts, not the hazard.”
The corporate selected a singular visible language based mostly on illustrations. “An illustration permits us to speak about an issue with out inflicting panic, to warn with out scaring like utilizing a fragile bell as a substitute of a scary horn,” Katz defined. “It’s additionally one of the best software to simplify complicated ideas and inform a narrative.”
“When prospects noticed our product for the primary time, they felt prefer it was magic – we touched their ache level and solved it in a easy and swift manner,” Katz stated. “We realized we didn’t have to invent the magic – it was already there. Our job is to translate it right into a model expertise.”
As a part of the advertising and marketing technique, Wiz created rotating ideas for conferences, together with “Wiz Mart,” a grocery store stuffed with cloud safety merchandise disguised as common shopper merchandise. “It began with my window cleansing spray that grew to become Cloud Visibility Spray – a real-world translation of our expertise resolution,” he defined.
Three rules for progress
Katz offered three key rules: uniqueness, connection, and added worth. “Each challenge should be distinctive and make individuals really feel prefer it’s the primary time they’ve seen one thing like this,” he stated.
For example of a deep reference to the viewers, Katz offered a youngsters’s ebook about cloud safety. “A chief data safety officer (CISO) comes residence after a protracted, anxious day, and their youngsters don’t know what they do at work. The ebook helps bridge the hole and explains in language that any little one can perceive.”
“If there’s one factor I believe you must take away from this speak,” Katz concluded, “It’s {that a} good model isn’t measured by the way it seems, it’s measured by how a lot it impacts. And to have an effect, it’s important to be distinctive and it’s important to break a number of guidelines alongside the way in which. The model must be related to the product on the deepest stage, as a result of once they inform the identical story, that’s the place it begins to construct belief. And it’s not a matter of budgets, however in the beginning of braveness and creativity.”
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Full disclosure: The convention was sponsored by Financial institution Hapoalim, El Al, Playtika, CAL Israel Credit score Playing cards, Ifat Publication Management, and Nur, and with the participation of Mekorot Group
Revealed by Globes, Israel enterprise information – en.globes.co.il – on July 31, 2025.
© Copyright of Globes Writer Itonut (1983) Ltd., 2025.
