VALIDATOR — the de-risking business

Sells: evidence -- the conclusions that hold no matter who runs the numbers. But it's not always "What product do I buy?" Sometimes it's, "Hey, I'm trying to run a company here. Am I on the right track?"

Pitch: benchmarks, a lab result, adherence to an emerging standard, a customer reference.

Media brand:  testing shops are the slim pickin's. PCMag... PC World who's left? Joanna Stern. Constellation Research TV... 

Newsletter: the teardown writer. Those who have the freedom to report what broke. Check the Substackers' disclosures.

Podcast: validates the person, not the product. Send them technical acumen. A khaki-panted message dispenser is a goner.

Never: a deck.