MightyID, a spin-off of cybersecurity leader Tevora, had identified a high-stakes vulnerability in the identity and access management (IAM) world: when an identity provider (IDP) like Okta, Microsoft Entra, Auth0, or PingOne goes down, every company it serves goes down too.
Traditional backup and restore can take hours to days — costing some companies millions. MightyID had developed a breakthrough: the ability to make IAM portable between providers, enabling a seamless failover to a different provider in near real time.
The challenge? This was new territory. Most companies believed backup and restore was sufficient — largely because they’d never been offered another option. MightyID needed to:
• Explain their innovation in a way that was clear, urgent, and authoritative
• Identify the right audiences and early adopters
• Position themselves for rapid market entry and investor readiness
• Equip their sales team with messaging they could use immediately
And they needed it fast — to secure outside investment and grow.
We engaged MightyID in our Actionable Messaging Playbook process, starting with a deep discovery workshop to uncover their strongest position in the market.
The process included:
1. Discovery workshops with leadership
2. Stakeholder interviews to capture multiple perspectives
3. Independent research & competitive analysis to map the opportunity landscape
4. Applying proven frameworks (including our own) to identify a defensible leadership position in a growth-ready category
5. Bottom-up mapping of unique attributes to customer advantages, creating a “messaging moat” competitors couldn’t easily breach
1. A complete messaging playbook: ICP definition, brand promise, messaging pillars with proof points and “tiny stories,” value and purpose story, sales battle card, brand archetype, and voice guidelines
2. An investor deck and investor go-to-market plan targeting the most likely funding partners.
We also guided MightyID through their first-ever investor presentation, helping them refine the narrative and deliver it with clarity and confidence.
The pivotal shift was reframing their value proposition. We moved them from being seen as an “improved backup & recovery solution” to the first-ever portable IAM fail-safe — a solution delivering near zero-loss recovery and eliminating the downtime risk that backup alone cannot solve.
This made all other objections irrelevant — and created an entirely new mental category for prospects and investors.
• Internal alignment: Clear, shared understanding of who they are, who they serve, and how to tell their story
• Sales enablement: Stronger, more consistent pitches that resonated with target accounts
• Investor readiness: A compelling story and GTM plan that opened funding conversations
• Revenue growth: Reached $1M ARR in under 12 months
• Long-term impact: Over two years later, the messaging and positioning we created are still visible across their website, social channels, and content — even influencing their product roadmap
MightyID’s founders and team were highly collaborative and trusted the process from start to finish. They didn’t just adopt the work — they embedded it across every aspect of the business. The result was more than just a go-to-market launch; it was a lasting strategic foundation for growth.
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