Marketers have the empathy to know that those they seek to serve don't want what the marketer wants, don't believe what they believe, and don't care about what they care about.
Seth Godin, This Is Marketing
Up to now, I've primarily been discussing the components of a transformational security awareness program along with a bit of information on how those components complement each other and support the overarching goal of shaping behavior and culture. That's all well and good, but here's the thing: We can read and understand all of this and still not be successful. Success comes in the doing, not the knowing.
Let's suppose you are ready to implement several ideas in this book. You still may not be able to successfully do (pardon the bad grammar). Here are two reasons why:
- In the same way that your target audience faces the knowledge-intention-behavior gap, so do you—unless you methodically and intentionally set...