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909Exec
Hosted by 909Exec Podcast · EN
The 909Exec Podcast
Hosted by Den Jones, CEO of 909Cyber, this podcast dives into real-world leadership with insights from top execs across industries.
From startups to global giants, Den brings wit, wisdom, and his signature Scottish flair to every episode—helping you lead smarter, grow faster, and avoid the pitfalls.
25episodes
Episodes
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Episode 61: Reinventing Cyber Tabletop Exercises with AI: Den Jones & Cassio Goldschmidt
3d ago00:39:12Tap to summarizeThis episode of “909 Exec,” hosted by 909 Cyber CEO Den Jones, explores where cybersecurity meets business strategy. Guest Cassio Goldschmidt, CTO of Reflex, discusses his career evolution and the launch of Reflex Security.Early Tech Roots: Discovered computers as a teenager in Brazil, which naturally led to a computer science degree.Silicon Valley: Moved to California to join Cisco just before the internet boom.Initial Projects: Worked on industrial automation in Brazil, followed by PC configuration (“Splice”) and early video conferencing initiatives at Cisco.CISO Success: Effective Chief Information Security Officers (CISOs) need strong interpersonal skills and business alignment, not just technical expertise.Role Differences: A Business Information Security Officer (BISO) acts as a consultant across shared business units. In contrast, a CISO owns the resources and integrates deeply into daily operations.Community Networking: Engaging in communities like OWASP and BSides is essential for ongoing learning, collaboration, and building career resilience.A New Challenge: After guiding ServiceTitan's security program from its early days through an IPO, Cassio left his CISO role to satisfy his engineering and inventive mindset.Founding Reflex: He launched Reflex (Reflect Security) to build a truly innovative solution for incident preparedness.The Problem: Traditional tabletop exercises are often static, PowerPoint-driven, and lack engagement for modern technical leaders.The Solution: Reflex is an AI-driven platform that runs dynamic, OSINT-tailored tabletop simulations under realistic pressure.Behavioral Tracking: It detects human factors like panic, mistakes, and cognitive overload to generate fact-based reports rather than opinion-based assessments.Platform Flexibility: Reflex can run combined or separate tabletops for tech and executive teams, model different personality types, and deploy rapidly.Remote Integration: Natively supports Zoom, Google Meet, and Teams. It uses AI agents to co-facilitate and ask role-specific questions.Market Disruption: Highly cost-effective and scalable, Reflex allows for frequent, targeted tabletops rather than expensive, one-off traditional engagements.Target Audience: Ideal for large enterprises (like Cisco) and private equity firms needing high-quality, frequent tabletops across multiple portfolios on a budget.Security Training: Provides an immersive alternative to standard security awareness training by actively engaging users in common scenarios like MFA bypasses or USB risks.Future Vision: Enables organizations to track measurable team improvement over time, helping meet strict compliance and third-party preparedness expectations.Financial Status: Backed by professional VCs, Reflex emerged from stealth in January after a year of development. It is pre-Series A but has a secure, multi-year financial runway.Den and Cassio advise aspiring leaders to know their “why” and pursue disruptive strategies rather than the status quo. Reflex is highlighted as a low-friction, risk-reducing alternative for budget-constrained CISOs. The episode concludes by celebrating the partnership between 909 Cyber and Reflex, emphasizing a shared goal of revolutionizing organizational tabletop exercises.
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Episode 60: From Car Crash to CEO Coach with Seamus Fox
3w ago00:49:20Tap to summarizeIntroductionWhile Silicon Valley obsessively prioritizes technical excellence, enterprise organizations frequently overlook the ultimate variable in leadership success: the executive mindset. In this episode of 909 Exec, host Den Jones sits down with high-performance coach Seamus Fox to bridge the gap between business strategy and psychological alignment. Moving past corporate buzzwords, this conversation serves as a tactical masterclass for CEOs and founders on how true authenticity, strict energy management, and behavioral value alignment directly dictate a company’s bottom line.Seamus Fox is an author, TEDx speaker, and executive coach with 21 years of experience. Raised in volatile 1980s Northern Ireland, Fox left school at 16 without qualifications. Following a severe, life-altering car crash fueled by a destructive partying lifestyle, he pivoted toward intense self-discovery. He channeled this discipline into bodybuilding—winning Mr. Northern Ireland in 2005—which launched his 21-year career spanning fitness entrepreneurship to global executive coaching. Today, he helps elite business leaders realign their lives from the inside out.Fox leverages axiology (the study of value and worth) to dissect why outwardly successful leaders often feel empty. He argues that fulfillment is achieved only when an executive lives by their true, intrinsic values rather than external, "injected" societal expectations.Using a methodology developed by Dr. John DeMartini, Fox helps leaders identify a critical gap: what people say they value is rarely what their daily actions demonstrate. This behavioral friction generates severe psychological, physiological, and relational stress.Executives often suppress their challenging traits to play the "perfect, positive leader" at work. Fox warns that this emotional suppression causes a toxic displacement, where the negative energy inevitably explodes at home. True authenticity requires being "both-sided"—embracing vulnerability and speaking hard truths at work, which fosters deeper corporate resonance and protects family life.Fox strongly critiques generic corporate "values on a wall," noting that employees work to fulfill their own priorities, not a company's static manifesto.The Solution: Fox maps out "complementary opposites" within executive teams, showing how different individual value hierarchies can be leveraged to collectively achieve the corporate mission.Fox asserts a direct correlation between an executive's vitality and business performance. Leaders must ruthlessly identify energy-draining, low-priority tasks—coined the "Shit List"—and automate, delegate, or eliminate them. This frees up the leader to operate exclusively within their unique "superpower," while providing growth opportunities for subordinates who actually value those delegated tasks.Addressing the "lonely hot seat" of the C-suite, Den and Seamus discuss how false ego and pride block executives from admitting fear. Fox provides confidential 1-to-1 coaching and curates intensive 4-to-5-day decompression retreats in the Algarve, combining breathwork, physical training, and peer connection to reset the nervous system of high-pressure male leaders.Audit Your Alignment: Evaluate how you actually spend your time and money to uncover your real values, not your stated ones.Build Your "Shit List": Audit your daily routine. Pinpoint three draining tasks to immediately delegate or eliminate.Speak in Their Values: Eliminate deaf ears by framing your corporate directives around what your team members natively care about.About the Guest: Seamus FoxCore Topics Covered1. Mindset, Purpose, and "Axiology"2. Declaring Values vs. Demonstrated Behavior3. The Dangerous Duplicity of Leadership4. Overhauling Corporate Culture & Executive Teams5. Energy Management and the "Shit List"6. Safe Spaces and Men’s Mental HealthActionable Takeaways
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Episode 59: From B-52 Bomber to Cybersecurity CEO: Carl Herberger's Journey Through Military Aviation, Corporate Security, and Building DDoS Defense
Apr 1900:49:39Tap to summarizeJoin host Den Jones as he sits down with Carl Herberger, CEO of Corero, for a fascinating conversation that spans from military aviation to cybersecurity leadership. Carl shares his unique journey from flying B-52 bombers to becoming a Pentagon cyber warfare pioneer, then transitioning to corporate security roles at Campbell Soup Company before founding multiple security companies. This episode explores the critical importance of DDoS protection and cyber resiliency in today's threat landscape.EPISODE HIGHLIGHTS:- Early Life and Military BackgroundCarl discusses his German-American upbringing and path to military serviceKey quote: "I was born in the US, but because my father was an electrician for, at the time, Transworld Airlines, he got laid off in the mid '60s, late '60s when I was born" - B-52 Aviation CareerDetails about his eight years as a B-52 aviator and the demanding nature of military flyingKey quote: "Being a military flight crew member, it is fundamentally rewires your brain. You learn things that maybe many other professions don't learn. You must fundamentally know everything about the machine" - Military Aviation MindsetHow military aviation shaped his approach to risk and decision-makingKey quote: "It's what you don't know or you didn't research, that's what will kill you. It's as simple as that" - Pentagon Cyber Warfare RoleTransition from aviation to becoming part of the initial cadre of cyber warriors in the mid-90sKey quote: "They were putting together a cadre of people and they put together disciplines that they believed would have sensibilities about this idea" - Life Philosophy and Career ApproachDiscussion about being open to unexpected opportunities and following your heartKey quote: "Your brain will never make you happy, never. There's no place in the world and no scenario in the world with thinking will make you happy. Only your heart will make you happy" - Personal Story PhilosophyCarl's perspective on life as an ongoing story you author dailyKey quote: "Every person is a story and you are the author. And the coolest thing about that journey is like any movie that you watch" - Campbell Soup Company ExperienceHis role as CISO covering diverse brands and business modelsKey quote: "Campbell's what people didn't realize, and they still own many of these businesses, they own a lot of product. I mean, Pepperidge Farm, you're probably familiar with" - Transition to EntrepreneurshipMoving from cost center to revenue-generating business rolesKey quote: "No matter what I did as a CISO, I would still always be a cost to the business... I was never going to be really fundamentally revenue relevant to Campbell's" - The DDoS ProblemWhy most CISOs don't prioritize DDoS protection despite its critical importanceKey quote: "Most CISOs don't care about it, truly... They prefer to deal with what I would consider to be more what people consider to be table stakes, security problems" - Availability as Critical SecurityThe fundamental importance of availability in the CIA triadKey quote: "If you can't keep your internet up, if you can't keep your application up, if you can't keep your system up, if you can't keep your service up, you're done" - Regulatory Changes in Cyber ResiliencyNew regulations driving demand for DDoS protection and cyber resiliencyKey quote: "There's something called the Digital Organizational Resiliency Act. And if you're a critical infrastructure provider, you have to prove that you're not just checking the box in this space" - DDoS as Major ThreatThe prevalence of DDoS attacks in the current threat landscapeKey quote: "The number two is cyber attack in the world. It's ransomware and DDoS"
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Episode 58: From Million-Dollar Success to Soul-Life Balance: An Executive's Journey to Emotional Fitness
Mar 2900:42:27Tap to summarizeJoin Den Jones as he sits down with Sam Kabert, an emotional fitness trainer who built a seven-figure business by age 31 but discovered that financial success didn't equal life fulfillment. Sam shares his transformation from chasing work-life balance to embracing soul-life balance, and introduces the neuroscience-backed concept of emotional fitness that's helping executives break free from burnout and negative thought loops.EPISODE HIGHLIGHTS:- From Success to DepressionSam discusses achieving seven-figure success while working minimal hours but experiencing numbing depressionKey quote: "I was running on the programming of when I achieve A, B, C, I will feel X, Y, Z. So that always kept me in the future state" - The Be-Do-Have ModelIntroduction to shifting from doing-having-being to being-doing-having for sustainable success Key quote: "For myself and a lot of entrepreneurs and a lot of high performers, they're just stuck in the doing mode" - Soul-Life Balance vs Work-Life BalanceSam explains his concept of soul-life balance that includes tending to inner world and spirituality Key quote: "Soul life balance is recategorizing work life balance to fit work underneath life because that is all the doing energy" - The 90-Second Rule of EmotionsDiscussion of Dr. Jill Bolte Taylor's neuroscience research on emotional processing Key quote: "We are feeling creatures who think, not thinking creatures who feel" - What is Emotional Fitness?Sam defines emotional fitness as breathe first, feel second, lead with strength Key quote: "If people learn how to regulate their nervous system just long enough to feel that emotion for two minutes, a minute and a half or so, then all of a sudden they can get clear thinking" - Three Ways of WorkingSam outlines his service offerings: keynotes/workshops, one-on-one coaching, and certification training - The Future of Emotional HealthDiscussion on the shift from mental health focus to emotional fitness prioritization Key quote: "I see the future of humanity and our wellness prioritizing emotional health"
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Episode 57: From Biotech to Cybersecurity Leadership with Kavia Venkatesh
Mar 2300:38:29Tap to summarizeJoin Den Jones as he sits down with Kavia Venkatesh, Director of Product Security at Cigna Group, to explore her remarkable 10-year journey from biotechnology intern to cybersecurity leader. This episode dives deep into the power of mentorship, the unique challenges of M&A security, and how diverse backgrounds can accelerate careers in cybersecurity.EPISODE HIGHLIGHTS:- From Beer to Cybersecurity: An Unexpected BeginningKavia shares how her biotechnology background led to an internship at Coors Brewing Company during their merger with Miller Key quote: "My journey in the cyberspace has been the people. I have been fortunate to have found great partners, mentors, bosses through the last couple of years that have helped pave the path for me." - The Power of Mentorship and SponsorshipDiscussion of how Christine Vanderpole at Coors became a pivotal mentor who opened doors to cybersecurity Key quote: "Having someone trust you, knowing that you don't have a background in cyber and say you can do it. And this is something that I practice today." - Sponsorship vs. Mentorship for Women in CyberAnalysis of how women need more sponsors who advocate for opportunities, not just mentors Key quote: "Women, and I don't want to make this about women in cybersecurity, but if you look at the numbers, they have more mentors than sponsors." - M&A Security: Hidden Risks and Day-One ChallengesDeep dive into merger and acquisition security challenges, including pre-existing breaches and lateral movement risks Key quote: "The company you're acquiring might already be breached. Just they might not know, you might not know, and there might be a threat actor sitting in their environment." - Career Strategy: Choosing Learning Over ComfortKavia's approach to career moves focused on continuous learning across different domains Key quote: "For me, it's always been taking on an opportunity that I don't understand or don't know and is an opportunity for me to learn." - Breaking Into Cybersecurity: Practical AdviceNetworking, bug bounty programs, and community participation as pathways into cyber Key quote: "You don't have to be someone who only did cyber to be successful in cyber. I have met so many leaders in this space who've come from different walks of life." - AI's Impact on Cybersecurity CareersHow AI will create new domains and lower technical barriers for entry into cybersecurity Key quote: "I think AI will help elevate some of that and people will be able to take on more opportunities and bring fresh perspectives."
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Episode 56: From Bristol to the Bay: AI-Powered DLP solutions that really work with Parvez Alam Kazi
Mar 200:35:44Tap to summarizeJoin Den Jones as he sits down with Parvez Alam Kazi, co-founder of Fortyx Security, who's tackling the notorious failure of traditional data loss prevention with AI-powered email security. From the UK startup scene to breaking into US markets, Parvez shares candid insights about first-time founder challenges, the reality of fundraising, and why the DLP industry desperately needs a revolution.EPISODE HIGHLIGHTS:- From Operator to FounderParvez shares his journey from Morgan Stanley to machine learning to leading security at startupsKey quote: "The human layer is always the one that is the most exposed" - UK Startup Scene RealityDiscussion of UK tech hubs beyond London, including Bristol's aerospace and defense legacyKey quote: "Most of the money is around London... but there's a big bubbling tech scene in other parts of the UK" - The DLP Problem That Won't DieFortix's pivot to email data loss protection and why traditional DLP has failedKey quote: "Email security is all about phishing, social engineering, business email compromise, but data loss protection... there's not much" - The Million Dollar DLP FailureDen's critique of the DLP market and its operational costsKey quote: "You can spend millions, multimillion... and then at the end of it, the ability for a bad actor or an employee to make a mistake... we still aren't solving the basics" - AI Agents as Human Email ReviewersHow Fortix uses AI to emulate human decision-making in email reviewKey quote: "Imagine if you're a large bank and you're sending out millions of emails every day, we can spin up five million AI agents, behave like humans" - Fundraising: Relationship Over PitchLessons learned about building investor relationships vs. pitchingKey quote: "It's not that you pitch today and money in the bank tomorrow. It's all about building that relationship, trust" - Why This, Why You, Why NowThe three critical questions every founder must answerKey quote: "At early stage pre-seed seed, it's all on the founders. That is what people are betting on" - 2026 Vision and Scaling StrategyFortix's roadmap from founder-led sales to scalable partnershipsKey quote: "Security is all about polish trust and brand, something that people can trust to secure their organizations"
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Episode 55: From Stage to C-Suite: Transforming Executive Leadership with Kevin Simmons
Feb 2300:54:27Tap to summarizeJoin Den Jones as he explores the intersection of performance arts and executive leadership with Kevin Simmons, founder of Speak Deeply. This conversation reveals how theatrical techniques, emotional regulation, and authentic communication can transform workplace culture and build stronger, more trusting teams.EPISODE HIGHLIGHTS:- From Opera House to BoardroomKevin's transition from 30-40 years as an actor, director, and opera singer to executive coaching Key quote: "This is what made us human. This is how we won against the Neanderthals" - Reframing Fear as ExcitementHow to transform pre-presentation anxiety into positive energy Key quote: "Excitement and fear are felt indistinguishably and interchangeably, and they're felt in exactly the same spot in the body. So why not just call it excitement?" - Three Critical Communication Scenarios for LeadersVCs, team leadership, and customer acquisition require different communication approaches Key quote: "Those are all three distinctly different communications" - Defining Company CultureSimple framework for establishing organizational values Key quote: "What is sacred here and what is taboo here? What is the stuff we always do and what is the stuff we never do?" - The Gift-Giving Approach to PresentationsTransforming presentations from survival mode to service Key quote: "It's not about survival, it's about gift giving" - The Power of Play in Professional SettingsWhy adult play is crucial for team building and innovation Key quote: "We are the only mammal species that doesn't play as it ages" - Leadership as TeachingThe fundamental principle connecting great leaders and educators Key quote: "The best leaders are teachers. Leaders are teachers, period" - Building Trust Through Two ElementsThe simple formula for earning team trust Key quote: "Passionate devotion to whatever the hell... and the other is demonstrating care about people" - The Four-Part Apology FrameworkHow to repair trust when leadership mistakes happen Key quote: "If you lose it with one person, you've lost it with everybody who saw it"- Effective Praise FormulaMoving beyond "great job" to meaningful recognition Key quote: "When you say to somebody, great job... the person doesn't get any usable information out of it"
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Episode 54: Building AI Security Infrastructure: From Cisco Engineer to Startup Founder with Jaz Lin
Feb 1700:41:48Tap to summarizeJoin Den Jones as he sits down with Jaz Lin, founder and CEO of Skyrelis, to explore the journey from network security engineer to AI infrastructure entrepreneur. This episode dives deep into the challenges of AI agent security, the philosophy of building for security teams rather than developers, and the mindset shifts required for startup leadership in the rapidly evolving AI landscape.EPISODE HIGHLIGHTS:- From Network Engineer to Security AdvocateJaz shares how being assigned to VPN projects changed his perspective on security from "preventing people from doing anything" to understanding security as "the brake on the car" that allows you to go fast safelyKey quote: "Security, like the brake on the car. So allow you to go safe, allow you to go fast safely, and it with competence" - The Problem That Sparked SkyrelisDiscussion of why current AI security solutions are built for developers rather than security operations teams Key quote: "Today's most of the solution solutions is actually built for developers, not built for security operations" - Fundraising Philosophy: Finding Partners, Not Just MoneyJaz explains her approach to fundraising as finding aligned partners rather than just selling ideas Key quote: "A lot of people kind of remind me that this is finding a partner in marriage because this you have to be in English together"- Leading Through Shared ExperienceHow the team uses their own product to understand customer pain points Key quote: "We deploy this agenda solution in our network. I have them using it. I have them feel the pain without the right tool to manage it" - Security Mindset and MindfulnessThe mental challenges of security work and the importance of meditation and mindfulness practices Key quote: "Every day I tell my teams what really kills us is what we don't know. We don't know" - AI Security Market ConcernsDiscussion of how current AI security approaches burden developers rather than empowering security teams Key quote: "Developers are developer, they don't sign up for to handle security compliance" - The AI Prototype vs. Production RealityWarning about the gap between AI prototypes and production-ready solutions Key quote: "Using AI to be a prototype is very easy. Production level is completely different" - The IP Dilemma in AI-Driven BusinessesDiscussion of business sustainability versus traditional IP protection in the AI era Key quote: "Every time that GBT have a new version come out, but now 500, the AI native app company have closed"
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Episode 53: Breaking the Trust Barrier: How 909Select is Revolutionizing Cybersecurity Freelancing
Feb 300:22:29Tap to summarizeDen Jones and cybersecurity recruiting expert Launa Rich dive deep into the broken hiring landscape plaguing the cybersecurity industry. They explore how trust issues, unrealistic job requirements, and fraudulent profiles have created barriers for both employers and talented professionals, while unveiling their solution: 909Select, a vetted marketplace designed specifically for cybersecurity freelancers.GUEST INFORMATION:Name: Launa RichTitle/Credentials: Cybersecurity Recruiter ExtraordinaireBackground: Almost 20 years of experience in staffing with 8 years specifically dedicated to cybersecurity [1:20]Connect with guest: No social media handles mentioned in transcriptEPISODE HIGHLIGHTS:The Persistent Cybersecurity Hiring ProblemLauna explains that despite 8 years of trying to solve cybersecurity hiring challenges, the landscape remains largely unchanged [1:20]Key quote: "Eight years of trying to solve cybersecurity hiring still looks the same. So that's why Den and I are really passionate about putting cybersecurity recruiters in a different universe."Trust as the Core BarrierDiscussion of how lack of trust creates the primary obstacle in cybersecurity hiring [3:08]Key quote: "I think that the real barrier to entry to the market is trust. So that's what the excuse has been. We don't know who these people are. We're giving them the keys to the castle, and there's been this inherent mistrust."The Unicorn Job Description ProblemLauna identifies how budget constraints lead to unrealistic job requirements combining multiple specialized roles [5:06]Key quote: "I see that we have created unicorn job descriptions, not out of pure menace, but out of a couple of different reasons. One is we had budget constraints."AI Making Trust Issues WorseDiscussion of how artificial intelligence will exacerbate existing trust problems in hiring [8:50]Key quote: "AI is just going to make this problem worse. So you have to kind of put your foot down and stop it before it runs away completely."Introducing 909Select's Trust-Building FeaturesDen outlines the platform's verification process including identity proofing, background checks, and recruiter interviews [12:55]Key quote: "So let's do identity proofing at the start. Let's enable background checks. Let's do the interview with our trusted recruiter, that's me. And then interview with CISOs and our team."The Upwork ProblemLauna describes the overwhelming and untrustworthy nature of existing freelance platforms [17:17]Key quote: "I mean, that's the one thing that I'm on Upwork every day. It is savage out. There are every cybersecurity job I keep an eye on, they get 70 responses and they ping none of them."Community-Focused SolutionLauna's closing message about simplifying the hiring process for the cybersecurity community [20:58]Key quote: "It's not supposed to be this hard. We are a community, we are a powerful community. We don't need to compete with the other voices in the room."
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Episode 52: From VC Myths to Founder Realities: Investment Banking Insights with Shawn Flynn
Jan 1100:38:02Tap to summarizeJoin host Den Jones as he sits down with Shawn Flynn, Managing Director of SVH Capital and host of the Silicon Valley Podcast, for an eye-opening discussion about the investment landscape. They explore common founder mistakes in fundraising, the evolution of VC trends, and why networking and asking the right questions can make or break your startup journey.GUEST INFORMATION:Name: Shawn FlynnTitle/Credentials: Managing Director of SVH Capital, Host of Silicon Valley PodcastBackground: Investment banker focusing on mergers, acquisitions, growth capital and secondary transactions in lower middle market. Nearly 6 years podcasting experience with 280+ episodes featuring unicorn founders and industry leaders [1:53]Connect with guest: Silicon Valley PodcastEPISODE HIGHLIGHTS:Investment Banking vs. Venture Capital ExplainedClear breakdown of the differences between investment bankers, VCs, and angel investorsKey quote: "Investment bankers, we don't have our own capital, we don't have other peoples that it's designated for us to invest. We go out and we run the transactions, we run the processes" [5:26]The Funding Landscape EvolutionDiscussion of how valuations and funding cycles have changed over the past five yearsKey quote: "There was times where you'll hear this valuations five years ago were just inflated. And what happened then was it was very challenging for companies to raise their next round" [6:42]The Rise of Bootstrap ExitsTrend toward founders selling companies earlier rather than pursuing VC fundingKey quote: "Say you sell a company, you own 10% of a hundred million dollar company, or you own 100% of a $10 million company, you're walking around with a $10 million exit" [9:43]Common Fundraising MistakesThe biggest error founders make when seeking investmentKey quote: "The biggest one I want to say is they don't know who they should talk to and they waste a lot of time talking to the wrong people" [14:54]Research and Due Diligence StrategyHow founders should identify the right investors for their companiesKey quote: "You got to spend time and go, okay, let me go to this VC's website. Okay, who are their portfolio companies?" [19:38]Founder-VC Relationship DynamicsWhy entrepreneurs need to vet investors as much as they're being vettedKey quote: "You have to be vetting and screening them as they're vetting and screening you. That's how it has to be" [24:58]Wisdom from Unicorn FoundersInsights from interviewing successful entrepreneursKey quote: "It doesn't matter how many times you pivot if you're pivoting away from what your customer wants" [31:28]The Secret Sauce of Successful FoundersThe most common trait among top performersKey quote: "The number one trait is that they're able to build rapport with you instantly" [32:56]
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