a business cares or not. If you ask most businesses whether they care about security, I’m sure they will say yes. It’s not about caring, it’s about focus. It’s difficult to get a business to focus and align departments, teams, budgets, etc. In practice, it’s hard to focus around more than a handful of things, so if your thing going to be one of them, you need to be precise on why it should be focused on at the expense of other things. For us, it came down to a story about the increasing likelihood and severity risks based on our clients, and a coming market shift based on heightened public awareness and legislative efforts.