How sales innovation helped tech unicorn Darktrace crack Asia

ONE MINUTE BRIEFING: Cybersecurity entrepreneur Poppy Gustafsson explains how a decision to challenge sector norms helped to accelerate growth.

by Kate Bassett

There’s a temptation to think that innovation is only to be found in technological advances, especially if you work in a high-tech sector. Yet as British cybersecurity firm Darktrace discovered, the most effective innovations can be as simple as adopting a sales strategy that challenges industry norms.  

Poppy Gustafsson, who spun the business out of the Cambridge University Maths Department in 2013 and led it as co-CEO to a $1.65bn valuation, explains further:


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