Trust is the invisible currency of business, and it's built in drops but lost in buckets. As security professionals, we often focus on competence - having the right controls, frameworks, and processes in place. But competence alone isn't enough when things go wrong.

When a security incident happens, your customers' trust in you hangs in the balance. They're scared, frustrated, and looking for leadership. This is where benevolence and integrity become crucial.

Benevolence means demonstrating that you genuinely care about your customers and have their best interests at heart. Integrity is about being transparent, owning up to mistakes, and following through on your commitments.

In a crisis, communicate early and often. Don't wait until you have all the answers. Tell people what you know, what you're doing, and when they can expect updates - even if it's just to say there's no news yet. Show professional empathy and provide clear guidance on next steps.

Chapters:

00:00 Customer Trust: The North Star in Security

04:17 Earning Trust Through Effective Information Risk Management

09:08 The Importance of Trust in Customer Relationships

12:19 Building Trust and Capability in Every Interaction

15:44 The Silent Crisis: Companies and Security Transparency

19:28 Strategies for Building and Maintaining Customer Trust

21:06 Mastering Competence: The Key to Security Success

25:26 Establishing Trust in Healthcare and Online Interactions

30:18 Proactively Building Trust to Rely on Reputation

32:42 Addressing Isolation Fears by Direct Communication

35:46 Effective Leadership in Crisis: Transparency and Solutions"

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