Cybersecurity teams deal with complex, emotional, high-pressure work every day, yet the industry still leans on generic padlocks, fear-driven messages, and copy-paste visuals. For Sara Carty and Kelly Allen, Co-Founders of Unboring, this gap between the reality of cyber and the way it is marketed became impossible to ignore.

Sara brings 15+ years in high-growth tech startups and ongoing doctoral research in Cyber Diplomacy, giving her a deep view into how influence, trust, and communication shape cyber decision-making. Kelly adds over a decade of award-winning cybersecurity marketing experience, where her sensitivity to tone, emotion, and cognitive load shaped her belief that different minds create better stories. Together, they built Unboring as a place where human insight, neurodiverse thinking, and clear strategy come together to help cyber companies communicate with more relevance and originality.

In this episode of the Cult Products Podcast from Yaya, host Phill Keaney-Bolland speaks with Kelly Allen and Sara Carty, Co-Founders of Unboring, about why cybersecurity marketing has become repetitive, how emotional awareness strengthens messaging, and why bold creative only works when tied to a clear value proposition. They break down the role of brand as a stabilising system for teams with different working styles, the impact of ICP clarity on sales and marketing alignment, and what actually works at events when everyone claims to be “AI-powered.”

What You’ll Learn:

Why cybersecurity marketing became predictable and how to break out of the pattern
How emotional and neurodiverse perspectives strengthen brand storytelling
Why bold ideas must connect to real product value
How consistency and simple systems help teams with different working styles succeed
The role of customer research in shaping strong value propositions
Why clear ICPs reduce wasted effort across sales and marketing
How brand shows up in overlooked parts of the business: onboarding, invoicing, internal comms
What actually works at events when everyone claims to be “AI-powered”
How clarity, focus, and repetition build brands that last

Episode Resources:

Kelly Allen on LinkedIn
Sara Carty on LinkedIn
Unboring Website
Phill Keaney-Bolland on LinkedIn
Yaya’s Website

Cult Products Podcast is handcrafted by our friends over at: fame.so