The document discusses biases and how they can be useful in certain contexts professionally. It then talks about threats from an security industry perspective, referring to Advanced Persistent Threats (APT) as organized attacks from criminals, hacktivists or governments. However, the document advocates looking at these situations optimistically as Advanced Persistent Opportunities (APO) instead, and provides examples of companies like Red Bull that took this approach to build opportunities through continuous digital engagement. Finally, it provides recommendations for taking an APO approach to connecting with consumers.
29. “...operators behind the threat utilize
the full spectrum of
computer intrusion
technologies and techniques.
While individual components of the
attack may not be classed as
Advanced particularly “advanced” (e.g. malware
components generated from commonly
available DIY construction kits, or the
use of easily procured exploit
materials), their operators can typically
access and develop more
advanced tools as required. They
combine multiple attack
methodologies and tools in order
to reach and compromise their
target.”
30. “operators give
priority to a
specific task, rather than
opportunistically seeking
immediate financial gain.
This distinction implies that the
attackers are guided by external
entities. The attack is conducted
through continuous
Persistent monitoring and interaction
in order to achieve the
defined objectives. It does
not mean a barrage of constant
attacks and malware updates. In
fact, a “low-and-slow”
approach is usually more
successful.”
31. “a level of coordinated
human involvement in
the attack, rather than
a mindless and
automated piece of
code. The criminal
operators have a
Threat specific objective and
are skilled, motivated,
organized and well
funded.”
56. 1. Consider the social opportunity in everything
we do
2. Engage in better conversations with more
consumers
3. Deliver personal experiences, be authentic, and
earn trust
4. Sharing is more important than control
5. Define clear objectives from the outset
6. Invest and commit to social presences