For a listener whose job is building trust with a B2B audience, buyers, partners and stakeholders, where does privacy and security where it's actually become a marketing issue, not just an IT one?

I think it's not just a marketing and IT issue.

I think it's everyone that this responds to.

And a really interesting story around this, I'll illustrate it with a story because there is a chapter in the book, the one I led on with, packed full of examples of, you know, from Cambridge Analytica, know data being scraped uh you know insider leaks to journalists but recently and i've been working on an academic paper around hacking and i did a post this is you couldn't have asked for a better case study i did a post on linkedin saying you know i'm working on a an academic paper I'm sure many of you have had issues with your social media accounts.

If anyone has been hacked and would like to share the story with me, please send me a DM.

And I did get some DMs and, you know, scary but really useful case studies.

But I also had someone post in the comments, if you've been hacked, this person can help you.

Where should they start?

Yet this overconfidence is often an illusion.

And I think the example of that is if we're applying for a job as an individual or maybe as an agency, we're pitching for a client.

You know, we always think that we're the perfect fit with a perfect candidate, perfect agency.

You know, we're the best qualified for the role.

There's no one else better out there in the market than us.

So we can become overconfident and actually fail to consider that there's other options out there.

So that's why it's called illusion.

It's the false uniqueness bias.