Bill Conner: The Power of Positioning, a CEO Perspective


CEO Bill Conner was brought into SonicWall to turn around the 28-year-old cybersecurity company, whose competitive position had “bleached out” across years of corporate and market changes.

In this Q&A with Bill, you will hear:

  • His approach for leveraging Positioning to driving the reinvention of SonicWall
  • Key CEO considerations for positioning – timing, team alignment, strengthening competitiveness
  • How working with Firebrick generated “a bedrock position that we can defend and take to market”
  • Why Positioning is “the best investment a CEO can make” to jumpstart revenue and operationalize a new strategy