In this episode of the Cult Products Podcast from Yaya, host Phill Keaney-Bolland speaks with Itzik Alvas, Co-Founder and CEO of Entro, the non-human identity and AI agent security company. Having spent years as a CISO at a major healthcare organisation and in senior roles at Microsoft, Itzik built Entro to solve the exact problem that had breached him. He shares how 200 validation conversations shaped the product before a single line of code was written, what crossing from the buyer's side to the seller's side revealed about go-to-market, and why the rise of AI agents has put Entro right at the centre of the market.