We all know that the root of the word 'security' is Se (without) and Curus (care) in Latin. It literally translates as 'being without care'. Another word we can use for this is COMFORT. Now, how much of what you have been taught or done is focused on making people comfortable? None. Our messaging is all fear-based ('impact drives the conversation' and all that nonsense). Do people make better decisions when they are uncomfortable, do you think? How about learning a different approach?