Latest / Identity at the Center / #353 - Sponsor Spotlight - Duo
Transcript
- 0:0060% of attacks have identity as a key component, meaning that
- 0:04without the identity piece, the attack would have never
- 0:06happened. And probably 80 to 90% involve
- 0:09identity in some way or another. And so like this identity crisis
- 0:13has been going on for several years, and it's just getting
- 0:17worse and worse and worse. And unfortunately, for whatever
- 0:21reason, our customers and identity practitioners out there
- 0:25haven't found an easy button to fix it.
- 0:28And and that's where we stand today in this identity crisis
- 0:31that we live in. I think you just summarized
- 0:33perfectly this whole identity security space and why it exists
- 0:37and why it's so important. You've talked about security
- 0:42first, IAM, and I want to know from your perspective, what does
- 0:47this, what does that mean? Yeah.
- 0:50So security first, IAM. And if you missed it, last week
- 0:54we announced Duo identity access Management and Social Security
- 0:58First IAM is really the reason why we did it.
- 1:01We felt that most of the IAM or identity players out there in
- 1:05the market were more focused on like helping people get to work
- 1:08and get access to the things they need and single sign on or
- 1:10reducing friction, which is all really good useful stuff.
- 1:14But security has always been sort of an afterthought in add
- 1:18on on the back burner to honest the Duo security first IAM is
- 1:23really about making security the default secure by default,
- 1:27making so that you can start from day zero with no passwords,
- 1:30make it really easy to go password list and doing that all
- 1:33within kind of the cost envelope with the base tier.
- 1:36So that's what we mean by security first.
- 1:38I am is like we're making that security set of capabilities
- 1:42part of the basic functionality. OK, and So what do you say to
- 1:47the pessimist who says, oh, another identity solution?
- 1:51We have a bunch of identity solutions.
- 1:53What's going to be different here?
- 2:00This is identity at the center if it has anything to do with
- 2:07IAM. This is the go to podcast now
- 2:12your hosts Jim McDonald and Jeff Steadman.
- 2:20Welcome to the Identity of the Center podcast.
- 2:22I'm Jeff, and that's Jim. Hey, Jim.
- 2:24Hey, Jeff, how are you? Oh, not so bad yourself.
- 2:27Doing great man. I'm glad to be back in the Home
- 2:29Office and excited for this episode.
- 2:32Yeah, this is a good one. We got a sponsored episode today
- 2:35brought to us by our friends over at Duo and you can find
- 2:37more about them at duo.com. We're going to welcome back a
- 2:40guest here in a second. But just to make it very crystal
- 2:42clear, right, they've sponsored this entire episode.
- 2:44So we do these from time to time in collaboration with our
- 2:47sponsors to to help apprise the industry of some of the things
- 2:50that they should be thinking about from AI.
- 2:52Guess you should say people in the industry about what they
- 2:53should be thinking about from an identity standpoint, security
- 2:56standpoint and some of the capabilities that are out there
- 2:59that people might want to take a look at by a trip over my own
- 3:02tongue right now. So let me go ahead and get right
- 3:04into it. Let's introduce Matt Caulfield.
- 3:05He's the VPO duo and identity at Cisco, all things identity.
- 3:09Welcome back to the show, Matt all.
- 3:12Right. Thank you, Jess and Jim.
- 3:13Good to see you guys again. Happy to be back.
- 3:16Yeah, it's been a little while. So I think the last time you
- 3:18were on was episode #247 we talked, I, I, I called the
- 3:22episode big areas of identity to solve, right?
- 3:24It was very thought provoking. I would encourage people to go
- 3:26back and listen to that because I'm not going to make you say
- 3:28how did you get into identity? You've already answered that
- 3:31you're a pro's pro for us. But it's been about a year and a
- 3:34half since then. So what have you been up to over
- 3:36that last year and a half? Yeah, what's new?
- 3:40A lot. I came back to Cisco about two
- 3:44years ago with the ORT acquisition.
- 3:45And then recently about a year ago, I started as the head of
- 3:49product for, for Duo, which I think a lot of people, a lot of
- 3:53the listeners here in identity understand that Duo has a
- 3:56storied past in identity and authentication and, and they
- 4:00know the Duo brand really well. And so I, I've been really happy
- 4:03to work with that team in particular.
- 4:04The Duo team is known in Cisco for its culture, for its ability
- 4:08to ship product, for its ability to be kind of market leading,
- 4:11focused on users. And so like, it's just been a
- 4:13real blessing to take over the leadership of the product team
- 4:17for Duo and help craft what we've been doing over the past
- 4:20year, which I'm also very excited to talk about.
- 4:22Yeah, I'm real excited to talk about it, Matt.
- 4:24And I was going to quote something that I've heard you
- 4:28say, which is that we have an identity crisis in this space.
- 4:33And you know, when you hear identity crisis, obviously it
- 4:35has, you know, there's, there's other meetings outside of
- 4:39digital identity. So I'm assuming you mean a
- 4:41digital identity crisis. And I'm wondering what is it
- 4:44that's contributing to this crisis?
- 4:46What? Why is that a major theme?
- 4:49Yeah. No, your assumption is right
- 4:51that it is a digital identity crisis and not so much like a
- 4:53personal like existential identity crisis, although some
- 4:57of us have those digital identity crisis.
- 5:00You know, it's really a couple of things.
- 5:02One piece is the rise in identity based attacks.
- 5:05And I feel like we've been talking about this for years,
- 5:07but it's still happening. So we're still talking about it.
- 5:10Fortunately now at Cisco, I get access to all this like really
- 5:14cool data. So we have this whole team
- 5:16called Cisco Talos and they go out and they study these things.
- 5:19They they deal with things like instant response and looking at
- 5:21threats out in the wild. And one thing that they've
- 5:24picked up on is that now it's not 60% of attacks involve
- 5:28identity, 60% of attacks have identity as a key component,
- 5:33meaning that without the identity piece, the attack would
- 5:35have never happened. And probably 80 to 90% involve
- 5:38identity in some way or another. And so like this identity crisis
- 5:43has been going on for several years and it's just getting
- 5:46worse and worse and worse. And unfortunately, for whatever
- 5:50reason, our customers and identity practitioners out there
- 5:54haven't found an easy button to fix it.
- 5:57And and that's where we stand today in this identity crisis
- 6:00that we live in. I think you just summarized
- 6:03perfectly this whole identity security space and why it exists
- 6:07and why it's so important. You've talked about security
- 6:11first, IAM, and I want to know from your perspective, what does
- 6:16this, what does that mean? Yeah.
- 6:19So security first, IAM. And if you missed it, last week
- 6:24we announced Duo identity access Management and Social Security
- 6:28First IAM is really the reason why we did it.
- 6:30We felt that most of the IAM or identity players out there in
- 6:34the market were more focused on like helping people get to work
- 6:38and get access to the things they need and single sign on or
- 6:40reducing friction, which is all really good useful stuff.
- 6:43But security has always been sort of an afterthought in add
- 6:47on on the back burner to honest the Duo security first IAM is
- 6:52really about making security the default secure by default,
- 6:57making so that you can start from day zero with no passwords,
- 7:00make it really easy to go password list and doing that all
- 7:02within kind of the cost envelope with the base tier.
- 7:05So that's what we mean by security first.
- 7:07I am is like we're making that security set of capabilities
- 7:11part of the basic functionality. OK, and So what do you say to
- 7:16the pessimist who says, oh, another identity solution?
- 7:20We have a bunch of identity solutions.
- 7:23What's going to be different here?
- 7:25Yeah, it's a good question. We get that a lot.
- 7:27For a long time, Duo has been known as MFA and like it's kind
- 7:31of built into the name like 2F AM FA.
- 7:34And for the longest time Duo has been really good at that.
- 7:37We have over 100,000 customers that use us for MFA.
- 7:40There are lots of other identity solutions.
- 7:42So you might ask and other people have asked the question
- 7:45like why would Duo get into the identity space?
- 7:49And a big part of it is because we saw that gap in that there
- 7:53are still attacks going on, they're still being successful.
- 7:56Traditional players are more focused on making single sign on
- 7:59and access management work and less focused on the security
- 8:02aspects to it. So we saw the need to come in
- 8:04with kind of security first approach.
- 8:07And the way that Duo is special is some of the end to end
- 8:10fishing resistance capabilities that we brought in in addition
- 8:13to the security first capabilities.
- 8:15Really sets it apart from a lot of the other options that are
- 8:18out there. Plus the reasons why people pick
- 8:20Duo today, which is it's a solution that our customers love
- 8:25because it focuses on the intersection of usability and
- 8:29security for admins and for end users.
- 8:32You know, I'm, I'm playing the role that Jeff normally plays,
- 8:35which is like the pessimist. But you know, I've seen over
- 8:38time, I've been in this space for 20 years and I was a big
- 8:42customer of both Oracle and CA. And they usually don't name drop
- 8:46in like any kind of negative light.
- 8:48But the big tech industry has kind of a history of going deep
- 8:54into acquiring different pieces of identity, of the identity
- 9:00stack, putting them together and then R&D dies on the vine.
- 9:05And so, you know, given that history that none of that
- 9:08implicates you, but given that history, what would you say
- 9:13that's not going to happen again?
- 9:15Yeah, that's a good question. So Cisco makes a lot of
- 9:19acquisitions. You mentioned like the number
- 9:21247 episodes, Cisco's done about 250 acquisitions over its
- 9:27history. So it's a lot, you know, it's
- 9:29averages, you know around 10 per year over the past few years
- 9:33give or take a few. Over time, those acquisitions
- 9:37get brought in and made part of the bigger portfolio with Duo
- 9:41and with ORT in particular. So we acquired A Duo six years
- 9:45ago, still going today. We're still investing, we're
- 9:47still making big launches, and we're still just as relevant as
- 9:51ever in the industry, especially in the authentication market.
- 9:54And then with ORT, which I was part of, I was the founder and
- 9:57CEO there. And we were an identity threat
- 9:59detection response company that was acquired 2 years ago.
- 10:01We've now made that part of Duo and Identity Intelligence, and
- 10:04we're continuing to invest in those capabilities.
- 10:06And we just announced a new capability as part of Identity
- 10:09Intelligence as well, which is this trust scoring mechanism
- 10:12that lets you pinpoint individual users and figure out
- 10:15which ones are actually compromised inside your
- 10:18organization. So you could have like 10,000
- 10:21users. And this will narrow it down to
- 10:22like, hey, these three accounts, you need to go scrub those.
- 10:25Like it's almost like a laptop. You need to go wipe that laptop
- 10:28with that account and start over again because those are
- 10:30definitely taking over at this point.
- 10:32So anyway, just some examples of Cisco does bring in companies
- 10:36and make them part of the bigger story, but at the same time
- 10:39continues to invest where it's needed, especially in areas of
- 10:42identity, because there's this realization that identity is a
- 10:46core pillar of security. It's the foundation of zero
- 10:49trust. And the whole industry has woken
- 10:51up to that. Yeah, I, you know, I think one
- 10:54of the one of the things that I recognize anyway is, you know,
- 10:59when you talk about ORT, you guys were kind of an innovator
- 11:03and a leading company. And now look, you got your as an
- 11:08individual running the show there in terms of duo identity.
- 11:15That's pretty telling. I mean, are you bringing with
- 11:18you that culture of innovation that you had or let's talk,
- 11:22let's talk about that for a minute.
- 11:23It was kind of that transition you made from, you know, founder
- 11:28and CEO at ORT and now you're a part of a bigger tech company.
- 11:33Would you bring the innovation or was it like you brought it,
- 11:36you came over and you're like, wow, this is a really innovative
- 11:39company. Yeah, it's, it's a really good
- 11:43question. I think you're picking up on a
- 11:44pattern that does exist. And it's not just me.
- 11:46Like plenty of other founders get acquired into Cisco and then
- 11:51get put into bigger roles, bigger responsibility expressly
- 11:54for the the value that they bring in terms of driving
- 11:59urgency and bringing in new ideas and innovation.
- 12:02And it's not because Cisco lacks that at all.
- 12:05It just really helpful to have new fresh ideas constantly
- 12:08coming in. And that's one of the ways that
- 12:11bigger Cisco and now Duo has done it is kind of bringing in
- 12:15talent through through acquisition.
- 12:17So myself, we've had other leaders, you know, just in the
- 12:20year that I was acquired, like Armor Blocks was acquired on the
- 12:23e-mail side. And DJ Sampath is running a lot
- 12:25of the AI strategy now for Cisco overall.
- 12:28So G2 Patel, who's our chief product officer and you know,
- 12:32president at Cisco now is really creating this, this culture of
- 12:36we need to think like a startup, even though we're a gigantic
- 12:39100,000 person company. Like we need to think like a
- 12:42startup, act like a startup, and bring startup people in in order
- 12:45to drive and continue to drive urgency.
- 12:48Yeah, I mean, that's that's kind of the answer I was expecting
- 12:52because, you know, when you talked about something like
- 12:54Tallows, I started to think, wow, like, imagine having the
- 12:59insights that they have and you can just sit down and have
- 13:03coffee with the people that are making it happen there.
- 13:07Tell us a little bit about Telus and some of that intelligence
- 13:10that they're bringing to the table that's influencing.
- 13:15You know, look, you guys are taking on some big bold stuff,
- 13:20and it sounds like that having that intelligence was kind of at
- 13:23the center of making some of these decisions.
- 13:27It is so understanding what's really going on for customers on
- 13:32their worst days when they're suffering from security breaches
- 13:35is the type of insights that the Talos team brings to the table.
- 13:38And then that that team is just for a while also came in through
- 13:40acquisition. I've looked through the Source
- 13:42Fire acquisition, which was one of our, you know, firewalls that
- 13:45we acquired. So that continues to this day
- 13:47and they've expanded from like just a focus on networking and
- 13:50network intelligence and network focused response into also
- 13:54things like understanding what's going on in the identity world,
- 13:57just because that's such a, a big aspect of the breaches that
- 14:02are occurring. It's a, it's a, it's a key
- 14:04component. And that's really the, the
- 14:06research that we're highlighting here.
- 14:07It's not just this year or just Talos saying it.
- 14:10We've, we've seen kind of corroborating evidence coming
- 14:12from like Verizon, DPIR and some of the research that crowd
- 14:16strike puts out. So it's, it's definitely not
- 14:18just us who are into it. But yes, I kind of get an inside
- 14:21track on, on getting the real details on what's happening in
- 14:24these attacks and what are the, what are the vectors through
- 14:27which these attackers are coming in so that we can build controls
- 14:31and detections into our products, into Duo, into
- 14:33identity intelligence to put a stop to that.
- 14:36Yeah. And I'm wondering, you know, so
- 14:39to me, the 2 interesting angles would be that piece, which is
- 14:44all the other companies within Cisco or, or products, however
- 14:49you want to, you know, call the structure, but then also the
- 14:53customer insights that you must be getting, be able to come into
- 14:57customer conversations. And I'm wondering like, what are
- 15:01some of the, the challenges you're seeing?
- 15:03Are you coming into clients and finding a lot of laggers?
- 15:07Are you seeing some clients that are just like, you know,
- 15:12innovating in ways that you're learning from?
- 15:15Kind of what are you seeing in that landscape?
- 15:18Yeah, customer insights are at a totally different scale at
- 15:22Cisco. So Duo alone has over 100,000
- 15:25customers. So much as I'd like to, I can't
- 15:27talk to all of them in a single lifetime Even.
- 15:30So we rely a lot on data and then select, you know, customer
- 15:34interviews. We just held one of our first
- 15:36duo customer advisory boards, strategic advisory boards in New
- 15:39York a few weeks ago. And that was really insightful
- 15:42because we got to sit down with 20 customers and really dig in a
- 15:46bit more into the problems that they're having in identity and
- 15:49that the common themes are things like fishing resistance.
- 15:53How do I get the password list? How do I deal with like non
- 15:58employee populations, like contractors, little bit of non
- 16:02human identity, little bit of agentic popping up.
- 16:06And we can talk, maybe say that for the end, but these are the
- 16:09things that are kind of top of mind for our customers.
- 16:12And, and, and going from, you know, what they have today,
- 16:16which might be like a mishmash of different identity
- 16:18technologies to an architecture that they feel confident in from
- 16:22a security perspective. That's really what they look
- 16:24into. A Cisco Duo 4 is like, OK, help
- 16:26me with these specific projects like fishing resistance and like
- 16:30password less. And then also help me think
- 16:32bigger picture of like, how do I tie this whole identity thing
- 16:35into my zero trust initiative, my zero trust architecture?
- 16:38And so this was really well positioned to help with both
- 16:41those things, those kind of tactical things as well as the
- 16:43strategic bigger picture because we have this much broader
- 16:46portfolio. Yeah, whenever we get a thought
- 16:48leader like yourself on, I wanted to ask some questions
- 16:53that are like maybe sound basic, but are are we solved?
- 16:58You brought a pastor list. Is authentication more or less
- 17:01solved and now it's just tactical getting it rolled out?
- 17:06Or is there still innovation to be had I.
- 17:10Think there's still innovation to be had?
- 17:11So if you look at it, how do you get to like NIST AAL 3 fishing
- 17:16resistance today? Usually you have to go buy a
- 17:20bunch of hardware tokens. And I have no issue with the
- 17:22folks who manufactured hardware tokens.
- 17:24They're a good product and I use them myself.
- 17:26But for organizations when they're staring down, you know,
- 17:29a $50 per token priced AG and then having to provide two of
- 17:33them for everybody in case they lose 1, like it's a really hard
- 17:37pill to swallow for most organizations that aren't, you
- 17:41know, maybe financial services, let's say.
- 17:45So that in particular is an area of innovation where Duo with
- 17:49recent announcements around and then fishing resistance, we've
- 17:52stepped into, we've announced this thing called proximity
- 17:56verification where you can get AAL 3 phishing resistant
- 18:00authentication where your your phone is your key.
- 18:03You've got Duo Mobile on the phone.
- 18:05It's using Bluetooth Low Energy between the phone and the
- 18:08device. And by virtue of them being near
- 18:10each other and the fact that I've registered both devices, my
- 18:13laptop and my phone, and by virtue of me doing a Face ID or
- 18:16Touch ID on my device, I now have enough factors to say, OK,
- 18:20this is phishing resistant. And an attacker would need to be
- 18:22in the room with me kind of pulling up a chair to my desk in
- 18:26order to insert themselves from the flow.
- 18:29So there is innovation in authentication still.
- 18:32That's good to hear because you know the it's not like the
- 18:34threats stop innovating either, right?
- 18:35So you kind of have to stay ahead of it as well.
- 18:37Yeah. And, and we do see that the
- 18:39attackers continue to innovate. But you know, we thought MFA was
- 18:42the silver bullet for the longest period of time where
- 18:45MFA, as long as you have MFA on your account, they're like,
- 18:48you're good, you're golden. But then we have things like SIM
- 18:51swapping or even more basic like push bombing, push fatigue.
- 18:55And so then we move to like number matching and you know,
- 18:58OTP and you know, other one time codes.
- 19:02And then you have attacker in the middle where they created
- 19:04proxy and put it in the middle. So it looks like your sign in
- 19:07Page and you put in your 4 digit or 6 digit code and then they
- 19:11steal that. And so we're constantly being
- 19:13pushed further and further towards eventually getting to
- 19:16where we are now with phishing resistant and hope is that this
- 19:20new dual proximity verification capabilities sort of the easy
- 19:24cheaper way to get to fishing resistant versus shipping
- 19:27everybody their own little Harvard key.
- 19:29I want to talk about the product here in a second, but I'm
- 19:31curious what your thoughts are from AAI perspective and some of
- 19:36the threats that we're seeing, You know, what using AI to
- 19:38leverage against some of the identity security that maybe
- 19:41we've built out over the decades.
- 19:43You know, gone is the poorly written e-mail from the poor
- 19:46Nigerian Prince. And now it is a very well
- 19:49crafted, very believable, you know, text or message or
- 19:53whatever it may be that AI is really empowering the the other
- 19:58side, right, to be better at that.
- 20:01How do you see AI impacting identity security, you know, as
- 20:06it stands today? And then what it what scares you
- 20:07the most when you start to think about these types of things and,
- 20:10and how you're going to defend against it or help others defend
- 20:13against it? Yeah, of course, I think it's
- 20:17twofold, right? There's there's one piece of it,
- 20:19which is like how do we think about identity for AI?
- 20:21And like identic identity or identic AI is almost like a
- 20:27human identity in that it's somebody that your organization
- 20:29hires and you need to give an identity to them.
- 20:32Let's set that aside for a second because that's probably
- 20:33it's own kind of can of worms which we can get to.
- 20:36The more pressing thing right now is AI has enabled attackers
- 20:41to do social engineering at scale.
- 20:43So they can find and literally use tools like chat, TPT and
- 20:48say, hey, go find me all the profiles on LinkedIn who have
- 20:52like a Microsoft certification for intra ID And they look like
- 20:56they've been in the industry for a few years.
- 20:57So they're probably a global admin and help me figure out
- 21:01like their home phone number. So I can try to call them up and
- 21:03convince them to turn over their, you know, their OTP or
- 21:07convince maybe their help desk to allow me to add my phone to
- 21:12their account so I can sign in as the attacker.
- 21:14And then once I do that, maybe I'll set up federation with my
- 21:17own IDP so I can persist in their environment and continue
- 21:20to log into their apps. Like those types of social
- 21:23engineering at scale and kind of doing the research part,
- 21:25Intelligence part just got a lot easier because like every
- 21:28individual attacker now has an army of bots, chat bots that
- 21:32they can go out and say, hey, do the research for me to figure
- 21:36out who I should go after and where the soft targets are and
- 21:38then even help me get in the front door.
- 21:40So you're kind of screening those targets.
- 21:41It's almost like hiring, right? You're like using an army of
- 21:44people to go find like good candidates and then screening
- 21:47them, except it's an attacker going and trying to find
- 21:50candidates or victims really. You know, I, I, maybe I'm one of
- 21:54those people who's just like taking in all the hype.
- 21:58But I heard a recent one, I think it was Open AI was hiring
- 22:021000 developers and those thousand developers will each
- 22:06manage 1000 AI developers. So essentially, they're going to
- 22:11have a million developers if you do the math and you believe the
- 22:14height. I mean, are you guys leveraging
- 22:19AI in a way that you kind of like are now able to build the
- 22:23product faster, ship enhancements quicker, things
- 22:27like that? Does that resonate with you?
- 22:30It does. So I think the most immediate
- 22:31thing that comes to mind is that we just shipped the Duo AI
- 22:34assistant. So if you you're logging into
- 22:37the Duo admin console, there's an AI assistant there that you
- 22:40can ask questions to. So like, hey, why, you know,
- 22:42Jeff's having trouble logging into his account.
- 22:45Why can't Jeff log in and the AI assistant will go and kind of
- 22:49virtually click around the admin console.
- 22:51It's really talking to the API, but it's figuring out like, OK,
- 22:54what was Jeff's last error message?
- 22:56Why did that happen? What was it a policy?
- 22:58Was it some issue with the device he was coming from?
- 23:00Figure out what the issue is and then kind of spit out an answer
- 23:03is like, OK, Jeff couldn't log in because he was coming from an
- 23:06unregistered device. You know, something like that.
- 23:08Getting to those answers really quickly is a benefit that we see
- 23:12AI providing to do admin so that it can answer questions about
- 23:16how to set up the product or how to troubleshoot really easily
- 23:19and kind of write it there right at their fingertips.
- 23:22And then internally, we're also using AI for a whole slew of
- 23:26things. I think everybody is content's a
- 23:28good example. It makes it easier to write
- 23:30documentation for the product. It makes it easier to do a
- 23:33little bit of like market research.
- 23:35And then of course on the actual software engineering side, Cisco
- 23:39software engineering practice has kind of fully embraced AI
- 23:42and is trying to leverage it as much as possible to maximize and
- 23:45it's it's efficacy for for speeding up the software
- 23:48development process. That's such a super cool use of
- 23:52AII love being able to like say, OK, let me log in as an admin
- 23:55and say, OK, well, why doesn't Jeff work right rather than
- 23:58hunting around and pecking through?
- 24:00Now that might be a more existential question, but let's
- 24:02just focus on me not being able to authenticate, you know, for
- 24:04that scenario. So talk to me a little bit
- 24:06about, I guess Duo from a product perspective And you
- 24:10know, is, is Duo shifting kind of the mindset here?
- 24:13It sounds like it may be to a more broader identity and access
- 24:15management or is it, you know, you still focus on the
- 24:18authentication space? Like where do you see Duo kind
- 24:21of fitting today? Because everybody likes to be
- 24:23put into a box, right? Are you authentication?
- 24:25Are you IGA, are you Pam? You know what is Duo today and
- 24:29where do you think it'll be, you know, in the next few years?
- 24:32Yeah, I think I can answer that with it is a repositioning of of
- 24:36Duo really. You know, historically, whether
- 24:38we like it or not, the perception of Duo has been MFA
- 24:41and that's been a blessing and a curse because Duo is MFA and MFA
- 24:45is Duo. It's almost in the name.
- 24:46Like I like I said earlier, this is really a repositioning and
- 24:52reinvention of what Duo is to our customers.
- 24:56It's not just multi factor authentication, it's not just
- 24:59how you add MFA to your account. It's still that.
- 25:01And like we do that really well, exceptionally well.
- 25:03But this is the expansion of what Duo is into Duo identity
- 25:07and access management. We're really entering that
- 25:09broader IAM market and tying that to the broader Cisco
- 25:14portfolio in a, in a big way, which is our, you know our
- 25:17broader strength as a company. So it is a more of a revolution
- 25:22than an evolution of how you think about duo.
- 25:24So I've always noticed that Duo is very sticky with
- 25:27organizations, which is a real testament I think to the use
- 25:30case that it's been solved traditionally, right?
- 25:32The MFA side, you see a lot of organizations that have an IDP
- 25:35that has MFA capability, but they like Duo and they just stay
- 25:39with it. I'm curious from a, a product
- 25:43standpoint, given how your customers maybe have measured
- 25:47success in the past around this might have been, you know,
- 25:49enrollments or things like that number of MFA prompts, you know,
- 25:53whatever that might be how? Do you see that shifting in the
- 25:56future as part of this, you know, evolution of of the duo
- 25:59sort of identity security stack? Yeah, I think that how we
- 26:03measure success is an important question.
- 26:05It's one that we hold our product management team too.
- 26:08We have lots of individual contributor product managers and
- 26:12the question for them is, OK, you want to build this feature,
- 26:16what is the metric of success? And so the metric of success
- 26:20for, you know, this launch that we've done and for our customers
- 26:24who are starting to adopt these features, especially on the
- 26:26password this front, it's almost the inverse, which is how many
- 26:30authentications have we saved because we're now gone password
- 26:33less. How can we make it so that each
- 26:35individual on average has one or fewer authentication,
- 26:39interactive authentications per day?
- 26:41And so the ideal kind of dream state scenario is you walk into
- 26:45your office, you put your phone down on your desk next to your
- 26:48laptop or your, your desktop, whatever you're using, you log
- 26:51into the operating system through this kind of proximity
- 26:53verification that I described earlier.
- 26:56And then you're on with your day.
- 26:57You don't need to when you log into your browser or that
- 27:00browser or this, the client need to go through another
- 27:03interactive auth. You've already established like
- 27:05Matt's in his office in front of his computer, like let's just
- 27:09go. And I think that is now our
- 27:11metric of success. So Cisco itself, Cisco, IT
- 27:14rolled this out with Duo over the past couple years.
- 27:17They get early access to all the things that we build.
- 27:20And we're now at a point where the number of authentications
- 27:24for employees are less than 5 per week per employee on
- 27:28average. And like that is a major win for
- 27:31me personally as an employee here at Cisco.
- 27:33It's great. Like that user experience is
- 27:35really good. Was a big, it's a big win for
- 27:37for Duo and for the Cisco customer base more broadly.
- 27:41I love that procs card and really what the description you
- 27:45made there kind of reminds me just like continuous
- 27:48authentication that can happen in the background and it's more
- 27:53than just, you know, logging in and you walk away, someone pops
- 27:57into your cube and does this set or the other.
- 28:00You can really use the technology that you're talking
- 28:03about to prevent a scenario like that.
- 28:05And the reason I chimed in was I wanted to ask, is your IM
- 28:11solution going to be focused on that workforce internal
- 28:16population or is it going to be the customer side or both?
- 28:21Yeah, it's a good question. There are plenty of good
- 28:23solutions out there for the, you know, the customer side, you
- 28:27know, and plenty of awesome start-ups in that space as well
- 28:30that we, we talk to you frequently.
- 28:32What was launched here is, is for two major use cases.
- 28:35One is workforce, but then there's also extended workforce
- 28:38and B to B. We have a ton of customers using
- 28:41Duo for partners, contractors, vendors, third parties and how
- 28:47they log in to, to, to, to, to, to solutions inside the
- 28:52environment. We do have some customer IM use
- 28:56cases that are more on the B to B side than the traditional Siam
- 29:00stuff that you would expect. So for example, you can imagine
- 29:03that if I'm building a SAS product which is more
- 29:06infrastructure focused and so that I have like admins who need
- 29:09to log into it. We've seen Duo embedded for
- 29:12those use cases as well where you want to provide a really
- 29:14easy to adopt an MFA for privileged access for certain
- 29:19types of infrastructure. Often times we'll see Duo used
- 29:23for access like network devices because you know, Cisco is like,
- 29:26hey, I need the SSH into that router or that switch over there
- 29:30to change the the configuration on and you know, update the
- 29:33routing table, whatever. I will often put Duo in line for
- 29:37those types of use cases as well.
- 29:38So yeah, really workforce, extended workforce and sprinkle
- 29:42of of kind of B to B Siam as well.
- 29:46I love this idea of proximity based authentication.
- 29:48I think this is something that it's, it's not new.
- 29:51It's been around for a little bit.
- 29:52I, I can think of like Windows has had it built in for a little
- 29:56while, but frankly, it hasn't really worked very well for my
- 29:59from for when I've tried to use it.
- 30:01Talk to me about this idea of proximity based authentication.
- 30:04Is it I enroll my phone and I sit down and there is a
- 30:09Bluetooth beacon and you know, whether it's in the laptop or
- 30:12maybe some sort of add on or something that is picking that
- 30:14up. Can I use something other than a
- 30:17phone to authenticate that same way?
- 30:20Like maybe a ring? I mean, I wear a smart ring or
- 30:22maybe an Apple Watch or something else like that.
- 30:24Yeah, it's a great question. So the the way that this
- 30:27proximity verification works is yes, exactly right.
- 30:30It is Bluetooth low Energy. So you do have the laptop in a
- 30:35beaconing out a or broadcasting out a cryptographically signed
- 30:40nonce that is specific to the user and their their phone.
- 30:44And so your phone will pick up on that when it's, it senses,
- 30:48hey, I'm, I'm getting this Bluetooth low energy signal.
- 30:51It's this nonce. It's for me in particular.
- 30:53And then it will allow you to then use the phone to prove that
- 30:57it's you and, and dance between the phone and the laptop allows
- 31:00you to then log into the operating system or into the
- 31:02application that you're trying to access.
- 31:05This is great because it, unlike other solutions that rely on
- 31:09like GPS, for example, like that's not very reliable or it
- 31:13relies on IP address, also not reliable.
- 31:15Easily spoof both of those. You can't really spoof being in
- 31:19the same kind of radio frequency distance, you know, within like
- 31:2220 ish feet of of the laptop. So like that is fairly unique
- 31:27compared to these other approaches for proximity that
- 31:29have been tried in the past. We're relying on the physical
- 31:32medium between between the two of them.
- 31:35And yeah, we're not stopping here.
- 31:37Like this is one of many kind of frictionless experiences that
- 31:41we're providing for authentication.
- 31:43But there's a whole set of other problems to solve, especially in
- 31:47spaces like retail and healthcare where you want to
- 31:50provide frictionless access to systems without having to take
- 31:53your phone out of your pocket, for example, where we're going
- 31:56to continue to innovate and then everybody else will get the
- 31:58benefits of of all that you mentioned, like the, you know,
- 32:02Apple Watch in particular, who has an Apple Watch, you know,
- 32:05app on today, as well as an Android watch app.
- 32:09And you can use those today if you want to unlock, you know, or
- 32:12go through push based authentication.
- 32:14I think we'll continue to see more innovation around that.
- 32:17Other areas that are interesting are like NFC and trying to
- 32:20figure out if we want to do something in that space or other
- 32:23types of like badge based access.
- 32:25So more more to come. And this all strikes me as a
- 32:29really good way to get to that sort of passwordless Nirvana
- 32:32that I think everybody's been trying to get to.
- 32:34And, you know, you've got your phone or some sort of, you know,
- 32:36possession based authentication. It strikes me as very fishing
- 32:40resistance to where, you know, if it's based on especially
- 32:43proximity to something, it's going to be kind of hard to like
- 32:47fish if you have someone sitting there in front of you and try to
- 32:50block your, you know, Bluetooth signals.
- 32:53Talk to me about phishing resistance and and where does
- 32:55that play in in sort of the strategy of rolling out things
- 32:58like proximity based authentication or maybe other
- 33:00methods that Duo was looking at too?
- 33:03Yeah, so phishing resistance is really what's important here.
- 33:05And we've seen, you know, phishing at every part of the
- 33:09user's journey, whether it's enrollment or it's operating
- 33:12system, log in, application, log in, mid session security like
- 33:15session hijacking or for recovery use cases, attackers
- 33:19have phished every step of the way.
- 33:21So when we came out with phishing resistance, it wasn't
- 33:23enough to say, hey, we've got proximity verification now.
- 33:26Like we're good. There's there's more to it.
- 33:29Like for enrollment, we had to go with identity verification.
- 33:33And so we're partnering on the kind of government ID based
- 33:37enrollment flow. So you can use your government
- 33:39ID in a selfie in order to enroll into an account for same
- 33:43thing is true for help desk use cases and for recovery use
- 33:46cases, you use a government ID because you're now missing your
- 33:49phone that you're using before you.
- 33:50So you need a new kind of root of trust.
- 33:52And we just went through a whole hackathon with the California
- 33:55DMV to use verifiable credentials that the state
- 33:59issues in order to verify. Oh, that's really you.
- 34:01You have a verifiable credential from the state of California and
- 34:04you can, you can prove it to me. That's a really cool way to
- 34:07bootstrap into the process as well.
- 34:09But once you're in it, then we can rely on these cool things
- 34:12like, OK, I'm in it. I've registered my laptop, I've
- 34:15registered my phone on my account.
- 34:17Both of those are trusted devices with, you know, some
- 34:20sort of certificate built into the TPM.
- 34:22So I know cryptographically it's really that device.
- 34:25I know they're near each other and I know that, you know, it's
- 34:27me log into the device because I have my fingerprint or my face
- 34:30ID. Those kind of four factors
- 34:33really combined to make it phishing resistant because at no
- 34:35point along the way there are you entering something in
- 34:38whether username, a password or a code.
- 34:42And at no point along the way in there is it easy to man in the
- 34:44middle or attacker in the middle between any step of that flow.
- 34:48And so like that's really what gets us to that fishing
- 34:52resistance for application and OS login.
- 34:54And then the last piece I want to mention is the mid session
- 34:58security. So session hijacking.
- 35:01So great. You did all this work to go and
- 35:03build a kind of foolproof fishing resistant enrollment
- 35:05process and application login process.
- 35:09But what if the attacker is on your device and in your browser
- 35:13and they just steal your your session cookie out of there like
- 35:15it was all for nothing? Because the session cookie is
- 35:17basically with the credential at that point, and it's easily
- 35:19fishable. It can be replayed no matter
- 35:21what device it's coming from. We've gotten rid of cookies with
- 35:25this latest Duo announcement. We've gone to a cookieless
- 35:29architecture for our session management.
- 35:32So if you're logging in for Duo, you're not getting a, you're not
- 35:34getting a cookie. You are setting up the kind of
- 35:37cryptographic trust between your device and our back end, and
- 35:42then we're relying on that for subsequent authentication.
- 35:44So never is there a point in time where we're storing
- 35:47something that can be replayed in your browser such that an
- 35:51attacker could pull it out and put it into their own browser.
- 35:55So you kind of stole my my question that I was going to
- 35:57follow up with was that, you know, how do you how do you
- 35:59prevent session hijacking and man in the middle attacks and
- 36:02kind of things like that. So you got that.
- 36:03So I'm going to pivot to something else that Jim, I think
- 36:06touched on earlier was around this idea of continuous identity
- 36:09or continuous authentication. It seems to me like this is
- 36:12another area where something like this could be very handy
- 36:14and not just the point in time login, but as long as, you know,
- 36:18I think I've heard it referred to as butts in seats or, you
- 36:21know, something along those lines is like as long as you are
- 36:23still in that same area, you're constantly emitting signals of
- 36:27some sort to say, yes, this is Jeff versus maybe, you know,
- 36:32someone else who maybe has come over to that same device or
- 36:34something like that. How do you feel about that sort
- 36:37of idea of continuous authentication and leveraging
- 36:40those signals? Yeah, it's really interesting.
- 36:43There's a few things that we do on that front, especially with
- 36:46posture. So for a long time Duo has had
- 36:49Duo, a health agent which is now part of Duo Desktop that
- 36:51provides continuous posture signals from the device to the
- 36:55back end. Such as if the posture changes
- 36:58or any aspects of what the user's trying to do changes, we
- 37:02can kill that session and force a reauthentication.
- 37:04Same thing is true with risk based authentication.
- 37:06At the time of authentication, we're able to see, OK, here are
- 37:09these IP address, the Geo information, the device
- 37:13information. And so we can say for each
- 37:15authentication for any application like, all right,
- 37:17something's different here. Let's step up authentication or
- 37:20block entirely if it looks a little bit weird.
- 37:23So that's a piece. Risk based authentication is
- 37:25part of this. The posture based authentication
- 37:29is part of this. Identity intelligence is where
- 37:32we not just don't just get signals from Duo.
- 37:35Duo signals are great. See a lot of information, but
- 37:38identity Intelligence is able to pull information from your other
- 37:42identity priors from ACTA, from ENTRA, from you can pull data
- 37:47from your HR system, you can pull data from specific
- 37:50applications to really form a user 360 profile.
- 37:54And so we might get a much stronger signal on like a user
- 37:57trust score, so that if that score changes over time, we know
- 38:00that the reputation of that user's account isn't as
- 38:03trustworthy as it used to be. So that's important.
- 38:05And then to kind of pull all this together, we've invested a
- 38:08ton into shared signals. So SSF on the shared signals
- 38:12framework and, and, and the Cape standard.
- 38:15We've been working with quite a few other companies in these
- 38:20Gartner IAM interops that they've been holding in order to
- 38:24understand, hey, does, does our solution work with your
- 38:27solution? So we work with like signal with
- 38:29App Omni. And we've shown like, yeah,
- 38:31there's real interoperability here when we all implement
- 38:34shared signals. And so even if Duo can't detect
- 38:36something today on its own through shared signals, we can
- 38:40get signals from other providers that say, hey, it looks like,
- 38:42you know, something's fishy here.
- 38:43Something's a little bit unusual.
- 38:45Maybe you should log the user out of their session or or have
- 38:48them re authenticate. We don't have to just solve, you
- 38:52know, the whole problem on our own.
- 38:53We can work with industry partners to build up a pretty
- 38:58robust solution that can find these kind of behavioral
- 39:01differences in terms of what users are doing.
- 39:04That really pulls it all together from an identity
- 39:07security perspective. It's interesting.
- 39:11As you're talking and I was off camera, I was thinking, man,
- 39:14this sounds a lot like the Sassy framework, especially with the
- 39:18continuous authentication piece. So I went out.
- 39:22I googled to try to, you know, see if I can find a good concise
- 39:26summary. The 1st result that came back
- 39:29was from Cisco. So there you go.
- 39:33I guess her marketing team is doing a good job.
- 39:36Yeah. So Sassy secure access Service
- 39:38Edge, A big part of that is identity.
- 39:40But what most companies don't provide is the identity piece.
- 39:44A lot of the sassy vendors out there, they're just doing
- 39:46networking for you. It's like, hey, get my packets
- 39:48from point A to point B. Not realizing, like the
- 39:52foundation of zero trust is identity.
- 39:55So Cisco is literally the only solution in the industry that
- 39:59has an integrated identity stack now with our Sassy solution.
- 40:02So you can take all that from Cisco and integrate super
- 40:05tightly and you get end to end of Sassy with Identity.
- 40:10So you establish trust using identity and then parlay that
- 40:15into the network so you can then get access to just the resources
- 40:18that that user or that IoT device or you know that.
- 40:23Agents running in the cloud need access to that can all go
- 40:27through Sassy backed by Identity.
- 40:29Well, you heard it here first. You know, the, the thing I was
- 40:33talking about earlier, Matt was kind of, you know, this whole
- 40:36innovation piece R&D and you brought up something about
- 40:40shared signals framework. And I was like, man, to me,
- 40:45that's like where things are heading.
- 40:47And you must kind of see it the same way to say, because it's, I
- 40:53wouldn't say it's like in the here and now, it kind of feels
- 40:57like the most innovative companies, it's in the here and
- 41:01now for them. But when you look at like most
- 41:07organizations, I don't think they're that far in terms of
- 41:10adopting, adopting Cape in the signals framework for you to be
- 41:15investing in that, that's really innovative.
- 41:19Talk to us a little bit about that and why you made it, why
- 41:23you felt like that was important to invest in.
- 41:27Yeah. So that I mean among other
- 41:29things, we're always trying to solve this kind of complex
- 41:32equation for where we should spend our kind of limited
- 41:34engineering bandwidth. And that that's the problem that
- 41:37product management is is tasked with with solving, right.
- 41:40It's like where should we spend, you know, limited resources.
- 41:43That one in particular I think is super important for two, two
- 41:47reasons. 1 is we need that internally.
- 41:51So Cisco has dozens of products that need to share signals about
- 41:55identities all the time. I for a long time, identity
- 41:59services engine, which is a product that I'm I'm familiar
- 42:02with here at Cisco, is how we tied identity into the network.
- 42:05And they had a published, you know, published subscribe
- 42:08mechanism called PX Grid, which does pretty much exactly that.
- 42:11And shared signals we see as a kind of natural successor or
- 42:15complementary technology to how that technology operated.
- 42:18So for a long time we've known like you need this kind of
- 42:21shared bus to share identity signals.
- 42:25So like that, that's nothing new.
- 42:26But yeah, back, back to your question of like how do we
- 42:28continue to innovate in the face of all these different
- 42:31technologies, It's really the ones that drive our connectivity
- 42:34into what a customer might have showed.
- 42:37So things that that really work with other things in the
- 42:40industry and that's very much because that's how Duo has
- 42:42always operated. We are sort of an ecosystem
- 42:45player. We understand we are not just a,
- 42:48you know, an island in a much bigger industry.
- 42:51We integrate with other solutions in identity, other
- 42:55solutions in networking. And so it's really important
- 42:57that we do invest our limited engineering bandwidth into
- 43:02building stronger bridges so that we can do more with them.
- 43:05Not just, you know, sample, but also OIDC and Skim and SFF and
- 43:11and and so on and so on. Like we need to make sure that
- 43:14these bridges are really strong and we invest in the protocols
- 43:17that make them possible. Maybe model context protocol is
- 43:20the next one, Who knows? So you can kind of tell I
- 43:23dropped the pessimistic angle about 1/2 hour ago, right?
- 43:27I'm sitting, I'm literally sitting here thinking we should
- 43:30be paying Matt for being on here with us and like sharing this
- 43:33knowledge. So I'm going to pick your brain
- 43:35a little bit more. What, what should we be thinking
- 43:38about as the identity practitioners are listening to
- 43:41you? What should we be thinking about
- 43:43for the future? Yeah, I think the seizures hard
- 43:46to predict this fishing resistance thing.
- 43:49I even know we're talking about it here and now is like it's
- 43:51going to be a long road, but we got to start implementing that.
- 43:53That's really important if we want to see that 60% number drop
- 43:57down to, you know, below 50 and hopefully closer to like 10 or
- 44:00zero. I the investment in password
- 44:03list fishing resistance, you know, biometric based
- 44:06cryptographically secure password list like I can't
- 44:09emphasize that enough. Like there's the here and now
- 44:11and we've got the tools now to go and do it and that that's
- 44:14really important. But if we look out input on, you
- 44:16know, or goggles for what's happening 5 to 10 years in the
- 44:19future, there's a lot of interesting innovation happening
- 44:23both in terms of human identity, but in terms of machine and
- 44:27agentic identity. And they're all super
- 44:29interesting. Machine identity is kind of,
- 44:31it's been up and down in the hype curve like a few different
- 44:34times. I think it's like ping ponging
- 44:35back and forth about whether there's a real market there and
- 44:39enough to go after. I think there is.
- 44:42There's there's such a need for strongly identifying and
- 44:47authenticating devices, not just when they connect to the
- 44:50network, but also when they go and access resources and whether
- 44:53the devices or workloads. There's a ton of innovation
- 44:56that's required around machine identity.
- 44:58Same thing's going to be true for identic identity.
- 45:00If I'm hiring a team of 10 agents to do various things for
- 45:05me, I need to give them identities.
- 45:07I need to figure out what permissions I can delegate to
- 45:09them and when to delegate them to them, and then let them have
- 45:14the connectivity to go and access resources, but really
- 45:17closely watch what they're doing with the access that I gave them
- 45:21so I can quickly take it away. Then the thing that's really
- 45:23interesting is, you know, you can corrupt a person, maybe by
- 45:26bribing them or figuring out what their intentions are and
- 45:29and manipulating them. Agents, it's just like so much
- 45:33easier. Their value system is, is
- 45:35written in, in plain English and they they're easy to corrupt in
- 45:39such a way that we need to worry about the insider threat thing
- 45:43all over again, because each agent has the potential to
- 45:46easily become an insider threat just because it read like a
- 45:49weird PDF at some point in the past day.
- 45:52It's like, oh, he'd accidentally read this PDF and now it's
- 45:54malicious. Like that doesn't happen to
- 45:56people, it happens to agents and it, it's just bananas.
- 45:59And I think that's, that's a really interesting problem to
- 46:01solve from an identity perspective because it gets to
- 46:03like, yeah, that agent is who it says it is.
- 46:05It still is. We can still authenticate, it
- 46:07still has that certificate, but like it's gone off the walls.
- 46:11It's crazy. We we need to shut down what it
- 46:14can do. Those problems around the Gentic
- 46:16identity and Gentic AI are, are fun to think about.
- 46:19I think we'll see how much of it really comes to fruition, but
- 46:22I'm, I'm pretty excited about that in particular.
- 46:25I mean, there was a whole movie about this called The Matrix.
- 46:27So we've got Neo and, you know, Agent Smith.
- 46:30And if you think about it, both are a gentic AI is kind of
- 46:33battling each other right through all the different levels
- 46:35of of the Matrix. I want to project us from the
- 46:38here and now into the future. I'm going to wrap up the episode
- 46:41here and you know, we're at Ideniverse as this goes live.
- 46:47So, but we're not there physically yet, right?
- 46:49So we're going to use the power of time travel for the three of
- 46:52us. What is something that you are
- 46:54hoping to see at Ideniverse this year?
- 46:57Is there a specific topic, any sort of trends that you want to
- 47:01see? I have to imagine like AI is
- 47:02going to be kind of everywhere in this idea of non human
- 47:05identity. But like, what are you most
- 47:06looking forward to hearing more about at the Identifiers
- 47:09conference that we are all at right now?
- 47:12Yes, here we are. So there's a ton of things and
- 47:17and yeah, you can't ignore AII think I'm interested to see what
- 47:20start-ups emerge around the agentic identity space.
- 47:22I'm already seeing a few really interesting ones.
- 47:24And you know, from my ventures point at Cisco, I, I get a sneak
- 47:27peek into like what's going on in the startup industry and
- 47:29that's pretty cool. The machine identity stuff.
- 47:32We've been talking about non human identity for a couple
- 47:34years now. There's been a crop of start-ups
- 47:35that came about. I'm really interested to see
- 47:38where that goes. It's like, do we get beyond just
- 47:41visibility and observability there?
- 47:43It feels like we're, we're, we're there like when are we
- 47:45going to get an IDP for machines and when are we going to get an
- 47:48IDP for agents? And what are the sort of things
- 47:51that would make this happen? So then those things in
- 47:53particular. Interesting.
- 47:54I think the identity governance problem is still very real.
- 47:57It's like we still don't have least privilege authorization.
- 48:00One hypothesis that I find super interesting that I'm going to be
- 48:04looking out for an Identiverse or am looking out for since
- 48:07we're there is whether this agentic AI problems forces us to
- 48:12finally solve the hard problem of authorization that
- 48:16everybody's been kicking the can down the road on for for so
- 48:19long. Because it's hard.
- 48:20It's hard to figure out beyond the application level what
- 48:23permissions people should have and how to grant them and take
- 48:25them away in, you know, in an instant.
- 48:28But with agents, like we were talking about, things can go
- 48:31wrong in an instant, and they can go wrong at scale, and you
- 48:34can cause really, really big problems if you don't have
- 48:37control over it. I think we might finally see
- 48:40solutions to authorization that not just work for agents, but we
- 48:44actually get the benefit from them for humans as well, and
- 48:47it's going to make our lives easier and more secure.
- 48:49Jim, what are you looking forward to at the Identiverse
- 48:51that we are currently at right now?
- 48:53Yeah, well, look, I'm going to force the lighter note.
- 48:58I'm looking forward to improvements in the swag.
- 49:03I think it's very important that each booth give away something
- 49:06good. I don't need any more squeeze
- 49:09balls. I don't need one of those like
- 49:12window dealings that covers your camera when you don't want to be
- 49:15on camera. What I would like I I'm a fan of
- 49:19socks. Like I think giving away socks
- 49:22is a good thing. I know you're that's not your
- 49:23thing. I don't understand it.
- 49:25Everybody likes socks like I I have 0 interest, less than 0
- 49:29interest. I would give them away if I had
- 49:30someone give them to me. So socks I think is good because
- 49:34you, you know, you wear them a few times and then like you got
- 49:39them for free so you can just throw them away.
- 49:41I think somebody should have scarves, like how much would it
- 49:45cost to have a custom scarf or do something a little bit
- 49:48different. You want to say you think
- 49:51different than give away different swag at the at your
- 49:54booth? That's my pro tip.
- 49:57Matt, any response to that as as a vendor?
- 49:59Yeah. No, I think the scar scarves in
- 50:02Vegas, in the in, in, in, in June is like really?
- 50:06That's going to be really good. It's going to be like 100° or
- 50:10when you're listening to this, it's probably 100° outside, but
- 50:13you get to stay inside in the it's.
- 50:16Chilly. No, I'm with Jim though, on
- 50:17socks. I I love the socks.
- 50:20Sorry, Jeff. No, hey, that's fine.
- 50:21Look, I know. I know what's super popular.
- 50:23We have a lot of folks that have, you know, expressed
- 50:26interest in that. You know, I just, I don't get
- 50:28it. I think the most important thing
- 50:30for any type of swag is that you don't want to be the piece of
- 50:33swag that gets left behind in the hotel room because like, I'm
- 50:37not going to use this thing. That's just a waste for
- 50:39everybody. So it also means that your swag
- 50:42was not memorable enough to, to, to throw in the suitcase or into
- 50:45the bag or whatever you're doing.
- 50:46So pro tip for all the vendors out there, right?
- 50:48Come up with something good. Who I appreciate most are
- 50:51vendors who give me stuff that I can give to my kids as
- 50:54souvenirs. It just like saves me a trip.
- 50:57I was at RSAA few years back and somebody was giving out like
- 51:01lightsabers. And so of course that was a very
- 51:04popular, you know, giveaway for people.
- 51:07And I'll never forget getting on to the flight back home from San
- 51:10Francisco and just that time we've been going back to
- 51:11Chicago. So United flight and I get on
- 51:13the flight and I just see a whole bunch of lightsabers on
- 51:17the seats with all the people who had attended RSA and they
- 51:19were carrying back this thing. I don't know what company it
- 51:21was, but it was a very memorable swag on them.
- 51:24So, you know, a unique memory as part of business travel of, you
- 51:28know, getting on board with what I assume are a whole bunch of
- 51:30Jedi and Sith Lords, you know, going back to Chicago.
- 51:33So you never know. Hey, I should mention though,
- 51:37Identity Center is recording. We're at a booth in the Expo
- 51:41hall and we will have stickers. So even if we're recording and
- 51:45can't stop and talk and grab a sticker, and if we are there and
- 51:52we're not recording, we'd love to say hi.
- 51:54Yep, always. All right, let's go to wrap it
- 51:57up. Matt, any final words of wisdom
- 51:59that you'd like to impart upon the global identity community
- 52:02that you're talking to? No pressure.
- 52:05OK, check out the new Duo. You know, go to duo.com, there's
- 52:09Duo Identity access management is pretty cool.
- 52:11We've got a directory now that's the big news.
- 52:13Let's go check that out. If it's not Thursday yet of
- 52:16Identiverse, check out my keynote on Thursday.
- 52:19I'll be talking in the morning and if it's past that date, you
- 52:22know, feel free to check out the other recording of it
- 52:24afterwards. But no, that's that's I
- 52:26appreciate you guys having me on.
- 52:28Well, Matt, it's always a pleasure having you here.
- 52:30We're going to give you a virtual fist bump for now and
- 52:32hopefully make that a real fist bump in a couple days there.
- 52:35Yeah. So we'll have links in our show
- 52:36notes, duo.com, duo.com and connect with us on LinkedIn and
- 52:42what else like and subscribe to all that fun stuff and show
- 52:45appreciation for the guests that we get on like Matt.
- 52:47So with that, we'll go ahead and wrap it up for this week.
- 52:50Thanks everyone for watching and or listening and we'll talk with
- 52:53you all in the next one. You've been listening to
- 52:58Identity at the Center. We hope you've enjoyed the show.
- 53:02Make sure to like, rate and review, and we'll be back soon.
- 53:06But in the meantime, hit the website at
- 53:08identity@thecenter.com. See you next time on Identity at
- 53:15the Center.