As I recover from the whirlwind that was RSAC 2025, I find myself reflecting not just on the conversations we had, but on the conversations we didn't have.

Even before the show began, I heard the familiar refrain among industry executives: "Is RSAC even worth it? How do we justify the ROI?" It's a practical question, of course. We all need to measure our investments. But after spending a week on the show floor, I'm convinced that this "literal thinking" is holding us back.

From the sprawling displays crammed with eye-straining text and labyrinthine workflow diagrams, to the endless parade of rolling demos meticulously detailing every product feature, much of RSAC felt like an echo chamber of technical specifications. We're an industry obsessed with what we do, but often at the expense of why it matters.

And that's a missed opportunity. Because the cyber pros who walk those aisles, the very people we're trying to reach, don't just want to be informed. They want to be captivated. They want to be inspired. They want to connect with innovation on a deeper level. And the way innovation is presented is just as crucial as the innovation itself. It turns out that people buy products, and people need context to understand things. Stories and metaphors provide that context.

Our experience at Stream Security this year brought this into sharp focus.

The SOC Museum

We opted for something different. Instead of a traditional booth, we created the Stream Security SOC Museum. And instead of bombarding attendees with jargon, we used... socks.

Yes, socks.

We used them as a metaphor to explain the problems we solve, setting up how we address cloud detection and response in a way that's unique to Stream.

It was novel. It was intriguing. It stood out.

It wasn't a literal explanation of our product scrawled across a multi-colored backdrop. It was a concept, intended to capture the audience's imagination and invite curiosity. Each curated sock described a problem related to cloud security and the SOC.  

I'm incredibly proud of my team for coming up with such a compelling idea, and I believe it served as an important reminder: Storytelling, and especially metaphor, is a powerful device for explaining why things really matter.

In a sea of sameness, a little imagination can make all the difference. We were able to reach people who are squarely in our ICP who might have otherwise walked right by. We sparked conversations that went beyond features and functions, and delved into the core challenges our customers face.

We connected on a human level.

Looking Ahead

So, as we look ahead to RSAC 2026, let's not just ask how we can measure ROI. Let's ask how we can ignite curiosity. How can we tell our stories in a way that resonates, that inspires, and that sticks?

Let's move beyond the literal and embrace the power of metaphor, of narrative, and of imagination. The market craves it.

To the Floor, and Beyond

Oh, and one more thing about ROI: While creative storytelling is essential, don't forget the fundamentals. Book meetings with your top customers and prospects in advance. That’s a literal way to drive value, and it works.  But don’t forget the intangible value of standing out, both on the floor and beyond.  Those folks who you met may not be in market now, but they will someday, and you’ll be top of mind.

Not every company would have had the courage to do what we did.  I’m fortunate to work at a company that values innovation at every dimension, is willing to be bold, and take risks.  It’s that mentality that has fueled the development of the industry’s only real-time cloud detection and response platform, and allows us to stand out from the static,CSPM bolt-ons that want to force customers into managing cloud detection and response through the rear view mirror.  It’s easy to talk about features when you don’t have a good story to tell.