9Putting It All Together
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 a plan to move forward and take the first step. Taking that first step is crucial.
- But there is also a second reason that you might not be able to successfully do. You very likely require buy-in and participation from others in your organization before you officially kick off your program, obtain budget, ask for people's time, communicate broadly across the organization, purchase any materials and tools that you want, plan events, and the list goes on. It's not about you, and it can't all be done by you.
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