It's a truism in sales that it's easier to sell someone something he wants than something he wants to avoid. People are reluctant to buy insurance, or home security devices, or computer security anything. It's not they don't ever buy these things, but it's an uphill struggle.

The reason is psychological. And it's the same dynamic when it's a security vendor trying to sell its products or services, a CIO trying to convince senior management to invest in security or a security officer trying to implement a security policy with her company's employees.

At Schneier.com

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