It may sound obvious, but if you want to get noticed in a category, the clearest way is to do things in a radically different way. That doesn't mean that you merely offer something that others don't, but that you take a completely different approach to a problem. This is the path that startup Elevate Security has taken. The company began with the insight that 95% of all enterprise security breaches are caused not by system failure, but by human error. Unfortunately, the industry response has been to try to scare people into more secure practices using FUD - fear, uncertainty, and doubt. Based on their experiences at Salesforce in security roles, Elevate Security Co-Founders, Robert Fly and Masha Sedova, knew this approach didn't work. Instead, Robert and Masha saw an enormous opportunity to improve enterprise security by using data and behavioral science to change how individual employees think about the topic. But to do so, Elevate Security needed to shift the conversation in an entirely different direction.