[elevation]

This is a well articulated enterprise perspective; a huge part of selling "security" to people is trading on trust/reputation which takes time to build, and I would be starting from zero on that plane. And I also don't yet have vast flexibility in the products I offer. It's an uphill battle at first.

I could bypass this by partnering with a strong reputation. Alternatively, I could de-emphasize "security" in my early marketing as I build my brand: "Easy app deployments!" "Set-and-forget wifi certificates!"