After over six weeks of some kind of lockdown here in the UK, and similar amounts of time elsewhere in the world, it has become very obvious to me that many companies out there are simply ill-equipped to deal with the change in lifestyle the lockdown demands.

By ill-equipped, I don’t just mean from a technology perspective, although we see some of that as companies reduce security requirements to get users online from home. What I mean is that culturally they are not equipped to deal not only with a workforce that needs to work remotely but also a market that is doing the same. Put simply; companies are struggling to re-gear their sales and marketing departments to this brave new world we find ourselves.

I say this because as an industry we are used to a plethora of in-person events happening where vendors can either have stalls displaying their latest products, or stages where carefully polished presentations and panels are put on for us to watch, learn and hopefully decide to buy their product from. Webinars and online events were there but were the distant, impoverished, uglier cousin of something live, in-person and your face. Indeed, just a few weeks before the lockdown I was at RSA Conference in San Francisco, where the very epitome of what I describe was played out for the world to see.*

Then suddenly, it all stopped. Conferences and shows were cancelled, events postponed indefinitely, and in many cases, the security product landscape just stopped. I understand why, in many cases, cash flow needed to be conserved in these unprecedented times. However, it very quickly became apparent that this was the new normal, and that the companies that didn’t embrace it would quickly become irrelevant. after all, if you can’t adapt to a few weeks of disruption, what kind of company are you, delivering products to an industry that needs to plan for disruption?

I watched “Have I Got News For you” in those first few weeks on the BBC, a topical panel show comprised of 5 people, and they did it by having the guests record from their homes.

Have I Got News For You, March 2020

It was different, the dynamic was… a little off… but the show went ahead, the jokes landed, and each subsequent show got better. In other words, the BBC just got on with it, embraced the change, and made it work.

The same needs to happen to many of the security vendors, as unfortunately, it is a case of remaining relevant throughout the lockdown, in the front of people’s minds, and showing that they can overcome adversity by delivering knowledge and information. Those that don’t do it, retract into their proverbial shells and wait for “normality” to return will suffer.

Also, let us assume that normality does return, whatever form that might take. Those that have embraced these alternative Zoom/Skype/Teams/Hangouts/whatever approaches may find they are just as valuable as in-person events and can operate both, side by side, now unconstrained by the lockdown and able to use film and audio in even more creative ways. Which company would you choose to work with in the future, the one who sat tight, and did little market outreach during the lockdown, or the company that continued to communicate with their clients and potential clients through different mediums, sometimes getting it wrong but continually innovating and improving. Which company has the better culture?

It isn’t even a matter of cost. The LinkedIn Live, Zoom, Webinar etc. technologies already existed and were invested in, just woefully underutilised.

The same argument also applies to work from home, as many organisations now realise that productivity isn’t hours sat at the office desk, but rather results.  Which organisation/manager would you want to work for? The one that never changes or the culturally adaptive one that is based on results and trust?

These are challenging times, but these are the times that are going to show many companies in their true light, and you can use this time to differentiate between them.

*I do love a good conference, and the benefits they bring to my peers and me are fabulous, in case you think I am biased against them.