Customer discovery in cybersecurity is difficult because many Chief Information Security Officers (CISOs) and security practitioners are often overextended and understaffed. They receive numerous inquiries from vendors and may not prioritize discussions with them. Additionally, the nature of the questions asked by product managers can create a barrier, as they often resemble those posed by adversaries. To overcome this, it's important to build relationships through networking at events and to approach conversations with curiosity rather than a sales pitch.

Cybersecurity founders often focus heavily on technology due to their technical backgrounds, which can lead to neglecting the business model. To avoid this, product leaders should model key metrics such as customer acquisition costs and customer lifetime value before launching their products. This helps in identifying potential issues with the business model early on and allows for adjustments to be made based on actual performance versus projections.

Every organization has its own security requirements, making it challenging for product leaders to meet diverse customer demands. Instead of trying to build a one-size-fits-all solution, companies should design their products as modular building blocks that can be customized through open APIs. Conducting thorough customer research can help identify the core functionalities needed by most customers, allowing for a balance between customization and resource management.