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Wiz – the Israeli cybersecurity startup acquired by Google for the staggering sum of $32 billion – is not a fairy tale. It’s the result of a focused vision, aligned decision-making, flawless execution and brilliant marketing. This inspiring outcome is more than just a business success story — it’s a roadmap for any founder with aspirations to build not just a product, but a powerhouse.
Cybersecurity — and more specifically, cloud security — has become a global conversation. The threats are no longer limited to corporations; they're now one degree away from every individual. From financial scams, misinformation, propaganda on social media, to offline attacks initiated in the cloud — our digital vulnerabilities are more personal than ever. Wiz’s success is a case study not only in identifying an urgent need in the market, but also in mastering the art of how to win. Co-founder Assaf Rappaport noted in a Forbes panel that the “cloud security buzz” began nearly a decade before Wiz was founded. Learning from others’ failures and being in the trenches at Microsoft helped the founding team deeply understand how to leverage the cloud’s native capabilities to solve security challenges in ways few others could.
The more we live and build in the cloud, the more vulnerable we become — but that also means the door is wide open for new cybersecurity startups with big ideas and bold execution. There’s room for visionary companies to emerge and be acquired by security giants like Palo Alto Networks, CrowdStrike, Zscaler — or the hyperscale cloud trio: Google, AWS and Microsoft. But how do you get ahead? How do you turn cutting-edge tech into a game-changing company?
Here’s the truth: breakthrough technology alone isn’t enough. Because no matter how good your product is, if the right people don’t hear about it — and don’t care about it — the game is already over. That’s where marketing steps in.
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Wiz didn’t just build a great product. The founders made sure they were already on Google’s radar before the first acquisition conversation began. The marketing lessons from Wiz can — and should — be applied from day one by any startup aiming for long-term impact. Wiz proved again that in cybersecurity, technical credibility and community respect are essential growth drivers. This is the foundation of what you could call bottom-up marketing. By contributing real value to the security community — through GitHub, Reddit, Slack, Discourse, LinkedIn and more — they built trust at every stage.
At the same time, they invested in brand early. A strong brand voice, look and tone didn’t just help raise awareness — it made their business evolution clear and compelling. Wiz is a rare case where a brand was both beautiful and bold, without falling into the typical fear-based tropes of cybersecurity marketing. Their visual identity stood out. Their messaging was focused. And their consistency across touchpoints made all the difference.
Nili GoldbergPhoto: Tali talmidWiz engaged the security community early and often. Their message — “built by security practitioners for security practitioners” — resonated deeply. The founders’ experience and reputations weren’t just mentioned; they were strategically highlighted to build immediate trust. They used original security research as a primary marketing engine, positioning themselves as thought leaders and educators, not just vendors. Their no-fluff approach aligned perfectly with the culture of their audience.
Wiz emphasized speed: fast deployment, quick insights. This isn’t always easy in cybersecurity, and that made their promise stand out. Every startup must find its sweet spot in the value chain and make it known. In a crowded space, defining new concepts is key. Wiz introduced the “Wiz Security Graph” — a conceptual differentiator that forced others to respond. Smart branding isn't just colors and copy; it’s owning the language of your category.
In cybersecurity, word of mouth is gold. Startups must create a system to turn early customers into vocal advocates, from the very first proof of concept. Make sure your brand is polished and relevant, so when someone praises you, it lands with the right audience. Wiz didn’t just build a unicorn. They built a blueprint. Their journey is a powerful reminder that when vision, technology and marketing come together, the result is not magic, but mastery.
And if you’re a cybersecurity startup founder, the good news is: you don’t need $32 billion to start applying this today.
- Nili Goldberg is an entrepreneur, tech expert, author and leader of acceleration strategies for companies and investors