Marketing Muscle Memory and Synth Repairs – Lori Steuart on Making Cybersecurity Second Nature

We talk a lot about communication in security awareness, but not often enough with the people who do it for a living. That’s why I sat down with Lori Steuart – a content marketer with deep experience in the cybersecurity world – to talk about what really cuts through, and how we can stop awareness from being a one-off and start making it stick.

Lori isn’t your typical guest. She’s not a security awareness pro or a CISO. But she is someone who knows how to build trust, explain complex ideas clearly, and change behaviour over time. And that makes this episode packed with takeaways for anyone trying to make security second nature.

We cover a lot. From storytelling and content strategy to synth repair and password managers – yes, really – this chat is about what it actually takes to help people care about cybersecurity.

One of the big themes? Repetition. Lori introduces the idea of “marketing muscle memory” – the process of making ideas stick by repeating them in ways that feel relevant, emotional, and human. She points out that most people aren’t “in market” for cybersecurity. They’re not walking around thinking, “How can I be more secure today?” So it’s our job to plant the seed long before something goes wrong.

We also talk about trust. In marketing, if you don’t build trust, you don’t sell anything. In cybersecurity, it’s the same. If people don’t trust your message – or your tone – they won’t engage with it. Lori shares how security content can fail when it sounds like it’s written by a robot, and how the best stuff is grounded in real stories and lived experience.

There’s a brilliant section where Lori talks about her synth repair business. It’s not just a side note – it’s a live example of someone building secure habits into a team from day one. Password managers weren’t optional. Backups were part of the setup. And the people around her? They took those habits home. It’s a clear reminder that the behaviours we drive at work don’t just protect the business – they can make people more secure in their own lives too.

We get into nudges, habits, and tone. We talk about the trap of awareness being too “campaign-y” – a splash once a year instead of something ambient that people just live with. And we explore the idea that most users don’t need more training. They need fewer blockers and more relevance. Sometimes, a silly joke lands better than a serious warning. Sometimes, being human is the most strategic move you can make.

There’s also insight into content creation itself – how to get better by sharing your drafts, involving others, and not being precious about feedback. If you’re the only awareness person in your org, this part will hit home. You don’t need a full team of editors – just someone who can tell you when your message isn’t landing.

Finally, we touch on AI. Not as a threat, but as a tool. Lori shares her concern about people outsourcing their thinking to generative AI – not because it’s evil, but because writing is how we learn what we really think. The message? Use AI to help, not to replace your brain.

This episode is full of ideas you can use straight away. Whether it’s adjusting your tone, testing a new message, or just thinking differently about your role – Lori brings a fresh perspective from outside the awareness bubble that will get you thinking.

And yes, she also explains why burnt resistors smell like fish.

If you’ve ever wondered how marketing might just be the secret weapon for behaviour change – or how a synth repair shop became a model for cybersecurity habits – this one’s for you.

You can connect with Lori on LinkedIn right here.