As the threat of cybercrime grows, so has the cybersecurity category’s use of tech-dense fear mongering. Meanwhile, heap COVID-19, domestic unrest and the war in Ukraine to people’s pile of things to worry about. The panic button is worn out. We helped F5 distance themselves from competitors and find their voice as a cybersecurity leader by putting human need above fear and dense tech talk. But that’s a balancing act. Communicate strength but also empathy. Be thoughtful without getting cringey. Land tech cred without the jargon. Be serious without taking things too seriously. Our work was shaped by 1:1’s with several cybersecurity leaders. Because those folks can sniff out insincerity from a continent away.