I launched a new security-related service a few weeks ago. I spent many hours working on the website, including the service description, and what I thought was a good explanation about why people needed it. I then sent the Web link to my trusted inner circle. To my surprise, the nearly universal response from those I sent it to, including some very bright folks, was that they did not understand what it was. This was a humbling experience, and cause for reflection.

Those of us who spend most of our time immersed in the intricacies of information security are quite comfortable with the free use of terms like threat intelligence, defense-in-depth and forensics, much the same as two doctors would use specialized language when talking to each other (can you say heminephrectomy?).

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