Security, Risk, Uncertainty, and the Like

What I pulled from my concept grab bag was "security." Allied concepts are risk, uncertainty, threat, vulnerability, exploitation, countermeasure, assurance, and uncertainty.

One of the senses in which "security" is meant is as "a condition that results from the establishment and maintenance of protective measures that will ensure a state of inviolability from hostile acts or influences." See Wikipedia.

Today people are very risk averse. Your product has to be the most risk-free thing out there. If you're initiating a new product or service, you have to be able to assure people that you'll be around down the road. You have to assure them they won't be injured by it or that it won't break. And you have to address this issue without saying those things.

Read the Wikipedia article and follow the links.

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