Silent Winners: Why Can’t We Celebrate?

Do top security systems like ours need to be a secret?

In security, the better we do our job, the less there is to talk about. That might sound counter-intuitive—especially from a company that thrives on innovation, disruption and a bit of bold messaging—but it’s the reality of our industry. When things go quiet, it usually means we’ve won. And that’s the curse of being effective. #Sodslaw

Because in our world, success is silent. When our fog generators deploy at just the right moment, stop an intruder in their tracks, and leave a property untouched—that’s a win. But who’s shouting about it? Not the intruder (that’s for sure), not the end-user, not the press, and usually not even us. Why? Confidentiality. Discretion. And the fact that when the chaos is averted, there’s no headline to write.

The Irony of Invisible Impact

Security fog, and Smoke Screen systems in particular, are designed to be invisible when they need to be, and unmistakable when they don’t. That’s the entire premise. You don’t see it—until you do. And when you do, it’s too late. Game over for the intruder.

The irony is this: the more effective our systems are, the less crime takes place. Organised criminals, especially, learn fast. One failed attempt—blinded by thick, high-density fog and forced to flee empty-handed—and they won’t try it again. They’ll move on to easier targets. That’s brilliant for our clients. But for us? It can be a marketing nightmare.

The very success of our systems means there’s nothing to report. No break-ins. No losses. No crime. That’s why we call ourselves the silent winners.

“If It Works, Why Do I Still Need It?”

Here’s where it gets tricky. A fog system is only as good as its readiness. But when we do our job perfectly and prevent incidents, complacency can creep in. Clients sometimes start to question the need for continued maintenance or support. “We haven’t had a break-in in years, do we still need this?”

Yes. You absolutely do.

What you’re seeing isn’t a vanishing threat—it’s a dormant one. Just because the system is working doesn’t mean the risk is gone. It just means it hasn’t had the chance to rear its head again. Yet.

Enter Sentience: A Game-Changer in Security Management

This is exactly why Sentience has become our most important product. It’s not just an add-on—it’s the command centre that keeps your security fog systems (yes, even ones not made by us—how cool is that?) primed, monitored, and ready to react.

Sentience removes the stress of manual checks, missed maintenance schedules, and the dreaded “oh no, it didn’t fire” moment. It’s your fog security in real time—system health, fluid levels, alerts, and remote activations, all visible from one dashboard. If you don’t have Sentience, you need to be seriously on it to stay on top of your security fog. That’s why we built it—to take the hassle away from you, and from us. Because proactive protection is the only kind that works.

We Celebrate—Even When We Can’t Say a Word

Here’s the kicker. Within the last six months alone, we’ve had two major wins (saving an estimated £300,000). Brand new projects. Brand new installations. Smoke Screen systems doing what they do best—neutralising threats before they become headlines.

But we can’t talk about them.

We’d love nothing more than to shout from the rooftops about how these sites were protected, what was saved, and what it means in the broader context of crime prevention. But doing so risks exposing the very thing that makes them secure. Their invisibility. Their unpredictability.

We get it. We really do. But it’s hard.

Because those wins? They matter to us. A lot. The team gets a massive kick out of every successful deployment. Whether it’s a high-profile distribution centre or a local jeweller, when we stop crime before it starts, that’s a moment of pride. We do celebrate internally. We share stories, we ring bells, we clink mugs. But externally? Silence.

And that’s where we need your help.

Tell Us When We Win

If we’ve helped you—tell us. Even if it’s off-the-record. Even if it’s vague. Even if you’re not comfortable sharing publicly, let us know behind the scenes. These wins help us innovate. They help us train our team. And when you are comfortable letting us share—even anonymously—they help us tell the story of security fog to the next person who needs it.

When we’re able to show the tangible benefits of our systems, more businesses feel empowered to invest. More crimes are prevented. More livelihoods protected. It’s a cycle we want to fuel.

Why Most of Our Orders Are Reactive

It’s worth noting that many of our orders come after the damage has already been done. We get calls from flustered clients who are reacting to an incident—sometimes one they had five years ago when they did have a Smoke Screen installed, but let it lapse.

There’s a pattern here.

Call Smoke Screen —> Install system after incident —> System works. No more break-ins.

Budget cuts or complacency. —> System ignored or removed —> Another incident.

PANIC… and then begin again.

We don’t judge. But we do want to change that cycle.

The clients who stay with us, who maintain their fog systems and stay connected through Sentience, rarely need to make those panicked calls. Because their systems are always ready. That’s the kind of partnership we want to build.

Security Isn’t Solo

Look—we know we’re not the only solution. And we’re not pretending to be. In fact, we’re massive fans of layered security. Like a perfectly tailored pick ‘n’ mix: access control, alarms, CCTV, doors, gates, locks, lighting—and yes, fog.

Fog should be part of the mix, not the only ingredient.

But it is the most immediate, most disruptive, and most satisfying tool in your arsenal when everything else fails. When the intruder is trying to get inside, they just can’t.

That’s where we shine. And we want to keep doing that for you, again and again.

Final Word: Let’s Shout—When We Can

Marketing in security is tough. We can’t show footage. We can’t always name clients. And our best case studies are often wrapped tighter than a downing street cabinet meeting.

But we’re not just here to shift boxes. We’re here to stop crime. To protect people. To challenge the idea that security is boring or reactive. It’s dynamic. It’s proactive. And when it’s done right, it’s quietly revolutionary.

So if you’ve got a story, share it. If you’ve got a system, maintain it. And if you’re serious about keeping your premises secure—talk to us about Sentience.

We’ll keep doing what we do best.

Even if we can’t always talk about it.