Security is one of the toughest things to get right; a hacker only needs to win once, but businesses have to get it right every single time.

Not every company faces the same field of threats. That’s what makes security particularly difficult — there are no panaceas, and the cybersecurity startup field is crowded. So much so, some entrepreneurs complain that the vast number of solutions on the market are weighing down chief security officers with a deluge of data but not the clear visibility they need.

Or, as one of the cybersecurity-focused VCs we surveyed called it: “startup fatigue.”

Many of the rising cybersecurity startups focus on the same or overlapping problems could lead to a “cybersecurity consolidation,” one that’s dictated by customers and not necessarily the businesses themselves.

But there’s usually one element that feeds into everything — data.

As hacks and breaches become more common, companies and customers alike are reevaluating their relationships with data. Customers want more ownership of their data and the ability to give it out granularly, while an increasing number of businesses are shifting away from central banks of data and leaning towards a “zero data” approach.

By minimizing the amount of information companies store or collect, it’s validation that even some larger startups don’t even trust themselves to secure data properly.

Not only that, there’s as much mistrust inside their own networks. That’s where “zero trust” comes into play — where you don’t trust, but you certainly verify. The idea is that you get no extra special access inside a company’s four walls. Many big companies, like Google, treat all employees the as if they present the same level of security risk whether they’re in the office, at home, or in a coffee shop down the street.

“You should be able to run your whole business out of a Starbucks,” said Google  security chief Heather Adkins at Disrupt SF.

Why the mistrust? Because security isn’t just a technology problem, it’s a people problem. And it’s not only people creating the solutions, it’s people with the solutions to create these startups to begin with.