Episode summary:  Security architect, podcast host, and author Evgeniy Kharam has seen it again and again: a company buys a shiny new security product, and a year later, it’s still sitting on the shelf. Not because it didn’t work, but because no one knew how to explain it, use it, or get buy-in. That gap between buying and deploying, between knowing and communicating, is what pulled Evgeniy into his next chapter. After years in technical delivery and architecture, he realized that soft skills weren’t nice to have; they were survival tools. In this episode, we talk about what happens when security teams can’t translate what they do, how marketers can meet them in the middle, and why metaphors (tents, dogs, houses, you’ll see) work. We get into RSA booth fatigue, Zoom call awkwardness, and what it takes to connect with someone who’s nodding along but completely lost. Also: hummus etiquette, a three-year campaign to get Evgeniy to CyberMarketingCon, and his dream escape plan involving a shawarma truck. 🔗 Links & Resources: 🎙️ Security Architecture PodcastCo-hosted by Evgeniy Kharam and Dmitry Raidman, this podcast delves into cybersecurity architecture, offering insights into network, application, and cloud security.Listen to the podcast 📘 Architecting Success: The Art of Soft Skills in Technical SalesEvgeniy Kharam's book emphasizes the importance of soft skills in technical sales and provides strategies to enhance communication and build trust. Get the book on Amazon 🧠 Soft Skills TechEvgeniy's platform is dedicated to coaching and resources on soft skills in the tech industry. Explore Soft Skills Tech 🏢 EK Cyber and Media ConsultingA consulting firm founded by Evgeniy Kharam, offering services in cybersecurity and media for vendors and MSSPs. Visit EK Cyber and Media Consulting 📺 Interview with Evgeniy KharamAn in-depth interview exploring Evgeniy's journey and insights into cybersecurity. Watch on YouTube About Evgeniy: Evgeniy Kharam has worn nearly every hat in cybersecurity from firewall deployment engineer to VP of Architecture at the Herjavec Group, where he helped grow the team from 15 to over 300. Over two decades in the industry gave him a front-row seat to a recurring problem: great tech failing because no one knew how to explain it. That realization led him to focus on something most security pros avoid talking about: soft skills. He’s now the author of Architecting Success: The Art of Soft Skills in Technical Sales, host of From Tech to Trust, and co-founder of the Security Architecture Podcast. He also moderates panels, hosts interviews, and advises on the board of the Canadian Cybersecurity Network. Evgeniy blends technical depth with a human-first approach, whether running a ski-slope cybersecurity conference or helping vendors communicate like real people. He now leads his own consulting firm, where he guides cybersecurity companies through both architecture and storytelling. Subscribe & Review: Enjoyed this episode? Leave us a ⭐ rating or review, it helps more marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Hosts: Gianna Whitver on LinkedIn Maria Velasquez on LinkedIn Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, Instagram page, or podcast LinkedIn page.  See you in the next episode!