How to address dual use concerns – transparently In defence today, dual use is unavoidable. Many military innovations have civilian applications, and many civilian breakthroughs can be weaponised. This ambiguity can create anxiety among investors, policymakers and the...
Why ethics matter in defence storytelling If you want to be taken seriously in defence, don’t hide your ethical thinking. Put it in the narrative. Make it visible. Make it practical. And here’s why… In defence, ethics aren’t abstract principles or branding...
The psychology of trust and security In defence, trust is not a soft concept. It is the foundation that determines whether a new capability is tested, adopted or quietly dismissed. Without trust, even the most advanced innovation will struggle to move beyond the...
Understanding defence audiences Defence startups often assume they have a single audience: “the military.” In reality, they face a constellation of stakeholders – each with different incentives, pressures, and decision criteria. Understanding these audiences is...
Civilian vs defence storytelling Most organisations are good at commercial storytelling. They know how to talk about customer value, efficiency gains and competitive advantage. But when those same organisations step into the defence sector, they quickly discover that...
The importance of intent In an industry that exists to protect human lives and ways of living, the most powerful element of any narrative is intent. Technology, capability, and performance matter – but they are not what earns trust. What matters most is why the...
