Person

Principles

Problems

Perspicacity

Steve and David emerge from a classified briefing at the Australian Cybersecurity Centre with sobering news: the average cyber attack costs small businesses $50,000, and we're all walking around with targets painted on our digital backs.



Bevin from Legends with Bevo shares his painful experience of losing his Facebook business page to scammers, illustrating how quickly years of hard work can vanish with one misplaced click.



The hosts draw fascinating parallels between 11th-century Viking raids and today's ransomware attacks, proving that some criminal business models are depressingly timeless.



We examine practical defences including multi-factor authentication, regular software updates, and the surprising importance of simply turning your computer off at night.



A 2002 government advertisement reminds us that being alert without being alarmed requires constant recalibration as threats evolve.



Get ready to take notes.

Talking About Marketing podcast episode notes with timecodes 

02:00 Person This segment focusses on you, the person, because we believe business is personal.
  When Spidey Senses Save Bank Accounts  

Drawing from the classified briefing and real victim experiences, Steve and David explore our individual responsibilities for staying safe online. The segment opens with Steve's admission that he's slowly trained himself out of password complacency, despite the daily inconvenience of two-factor authentication codes.



The hosts share a sobering case study from Sydney, where a business owner's spidey sense kicked in after clicking a suspicious link. His quick thinking revealed draft emails waiting in his outbox, ready to defraud his contacts using his reputation. This near-miss illustrates how modern cyber criminals exploit trust networks rather than simply stealing money directly.



Bevin's story on the Think CYBR podcast from the Legends with Bevo podcast provides a heartbreaking example of consequences. His business page, built over seven years with 5,000 followers, vanished overnight when scammers gained access through a convincing Facebook phishing email. Despite spending thousands on IT experts, he remains locked out to this day.



The conversation introduces IDCare.org, a free Australian not-for-profit that helps individuals and businesses recover from identity theft and cyber attacks. Steve emphasises this resource doesn't seek donations and supports everyone from individuals to large organisations, making it a crucial bookmark for anyone's digital emergency kit.

11:00 Principles This segment focusses principles you can apply in your business today.
  Why History's Lessons Apply to Your Email Inbox  

John Cleese once observed that technology changes but people remain remarkably similar, and Steve demonstrates this principle through an unlikely historical parallel. When 11th-century English kings faced Viking raiders, they implemented the Danegeld, a special tax used to pay tribute and avoid destruction.



The hosts trace this through to 1066, drawing from The Rest is History podcast to show how these payments simply encouraged more ambitious raids. Each successful tribute convinced the Vikings to return with better weapons and greater demands, ultimately contributing to the Norman Conquest.



David connects this directly to modern ransomware advice: never pay the ransom. Just as historical tribute payments funded future attacks, ransomware payments finance criminal infrastructure and guarantee return visits. The Australian Cybersecurity Centre's guidance echoes medieval wisdom: you cannot negotiate with raiders who view successful extortion as validation of their business model.



The discussion moves to practical alertness versus paranoia. David prefers framing this as curiosity rather than suspicion, encouraging people to ask "what's unusual here?" rather than becoming cynically defensive about everything. This positive approach to security awareness makes protective behaviour sustainable rather than exhausting.



The hosts identify three critical red flags: urgent money requests (especially fake invoice corrections), emails requesting sensitive information, and messages that look slightly off. They emphasise the importance of pausing when frazzled, as most successful attacks exploit our tired, rushing moments when normal caution lapses.

23:00 Problems This segment answers questions we've received from clients or listeners.
  The $50,000 Wake-Up Call  

The problems segment confronts the brutal mathematics of cybersecurity failure. With average costs reaching $50,000 for small businesses, most attacks become existential threats rather than mere inconveniences. This context transforms every security measure from optional to essential.



Steve and David outline the minimum viable protection strategy, starting with multi-factor authentication for all critical accounts: banking, accounting, email, and social media. They acknowledge the inconvenience factor whilst emphasising that this irritation pales beside the devastation of successful attacks.



Software updates emerge as surprisingly crucial, with both hosts confessing to poor habits around computer restarts. The briefing revealed that leaving computers running continuously for more than 48 hours significantly increases vulnerability. Steve recognises an unexpected psychological benefit: shutting down creates healthy work-life boundaries whilst improving security.



The discussion covers modern password management, with recommendations for dedicated software like Dashlane or OnePass. The cybersecurity expert's strategy of maintaining two separate password managers, one for critical accounts and another for general use, provides an elegant compromise between security and usability.



Access controls and user restrictions complete the essential toolkit, particularly important for businesses sharing computers or accounts. The hosts stress that these measures work by making attackers choose easier targets rather than creating impenetrable defences.



Resource sharing becomes community responsibility, with Steve offering to review suspicious emails for anyone in their network. The conversation concludes with government resources including the Australian Cybersecurity Hotline (1300 Cyber 1) and cyber.gov.au, positioning these as essential bookmarks for every business owner.

31:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.
  Alert But Not Alarmed in the Digital Age  

The 2002 "Be Alert Not Alarmed" campaign provides a fascinating lens for examining how threat communication evolves. This post-Bali bombing advertisement attempted to balance vigilance with reassurance, encouraging reporting whilst maintaining social cohesion.



Listening to the advertisement today reveals its distinctly dated tone. David observes that whilst the core message remains sound, the delivery feels patronising and overly simplistic for contemporary audiences. The campaign assumed shared values and experiences that no longer exist uniformly across Australian society.



Steve and David identify crucial differences between terrorism threats and cybersecurity risks. Terrorist attacks, whilst psychologically devastating, remain statistically rare events that receive extensive media coverage. Cyber attacks occur daily but often remain hidden due to victim embarrassment and business reputation concerns.



This creates a perverse situation where the more common threat receives less social awareness. The hosts suggest that shame and secrecy around cyber victimisation prevent the community learning that might reduce future attacks.



The conversation explores alternative communication strategies, including Jasmine from Think Cyber podcast's suggestion of using true crime storytelling approaches. David advocates for StoryBrand framework applications, positioning cybersecurity agencies as guides helping business heroes overcome digital villains.



The episode concludes with recognition that effective threat communication requires constant evolution. Yesterday's messaging strategies cannot address today's threat landscape, but the fundamental principle of alert awareness without paralysing fear remains eternally relevant.

Steve and David emerge from a classified briefing at the Australian Cybersecurity Centre with sobering news: the average cyber attack costs small businesses $50,000, and we're all walking around with targets painted on our digital backs.
 
Bevin from Legends with Bevo shares his painful experience of losing his Facebook business page to scammers, illustrating how quickly years of hard work can vanish with one misplaced click.
 
The hosts draw fascinating parallels between 11th-century Viking raids and today's ransomware attacks, proving that some criminal business models are depressingly timeless.
 
We examine practical defences including multi-factor authentication, regular software updates, and the surprising importance of simply turning your computer off at night.
 
A 2002 government advertisement reminds us that being alert without being alarmed requires constant recalibration as threats evolve.
 
Get ready to take notes.
 Talking About Marketing podcast episode notes with timecodes 
02:00 Person&nbsp;This segment focusses on you, the person, because we believe business is personal. When Spidey Senses Save Bank Accounts 
Drawing from the classified briefing and real victim experiences, Steve and David explore our individual responsibilities for staying safe online. The segment opens with Steve's admission that he's slowly trained himself out of password complacency, despite the daily inconvenience of two-factor authentication codes.
 
The hosts share a sobering case study from Sydney, where a business owner's spidey sense kicked in after clicking a suspicious link. His quick thinking revealed draft emails waiting in his outbox, ready to defraud his contacts using his reputation. This near-miss illustrates how modern cyber criminals exploit trust networks rather than simply stealing money directly.
 
Bevin's story on the <a href="https://www.cybr.sh/insights/podcast">Think CYBR</a> podcast from the <a href="https://www.legendswithbevo.com/">Legends with Bevo</a> podcast provides a heartbreaking example of consequences. His business page, built over seven years with 5,000 followers, vanished overnight when scammers gained access through a convincing Facebook phishing email. Despite spending thousands on IT experts, he remains locked out to this day.
 
The conversation introduces <a href="https://idcare.org">IDCare.org</a>, a free Australian not-for-profit that helps individuals and businesses recover from identity theft and cyber attacks. Steve emphasises this resource doesn't seek donations and supports everyone from individuals to large organisations, making it a crucial bookmark for anyone's digital emergency kit.
 11:00 Principles This segment focusses principles you can apply in your business today. Why History's Lessons Apply to Your Email Inbox 
John Cleese once observed that technology changes but people remain remarkably similar, and Steve demonstrates this principle through an unlikely historical parallel. When 11th-century English kings faced Viking raiders, they implemented the Danegeld, a special tax used to pay tribute and avoid destruction.
 
The hosts trace this through to 1066, drawing from <a href="https://www.youtube.com/watch?v=Zi6DBRJFXjQ">The Rest is History podcast</a> to show how these payments simply encouraged more ambitious raids. Each successful tribute convinced the Vikings to return with better weapons and greater demands, ultimately contributing to the Norman Conquest.
 
David connects this directly to modern ransomware advice: never pay the ransom. Just as historical tribute payments funded future attacks, ransomware payments finance criminal infrastructure and guarantee return visits. <a href="https://www.cyber.gov.au/">The Australian Cybersecurity Centre</a>'s guidance echoes medieval wisdom: you cannot negotiate with raiders who view successful extortion as validation of their business model.
 
The discussion moves to practical alertness versus paranoia. David prefers framing this as curiosity rather than suspicion, encouraging people to ask "what's unusual here?" rather than becoming cynically defensive about everything. This positive approach to security awareness makes protective behaviour sustainable rather than exhausting.
 
The hosts identify three critical red flags: urgent money requests (especially fake invoice corrections), emails requesting sensitive information, and messages that look slightly off. They emphasise the importance of pausing when frazzled, as most successful attacks exploit our tired, rushing moments when normal caution lapses.
23:00 Problems&nbsp;This segment answers questions we've received from clients or listeners. The $50,000 Wake-Up Call 
The problems segment confronts the brutal mathematics of cybersecurity failure. With average costs reaching $50,000 for small businesses, most attacks become existential threats rather than mere inconveniences. This context transforms every security measure from optional to essential.
 
Steve and David outline the minimum viable protection strategy, starting with multi-factor authentication for all critical accounts: banking, accounting, email, and social media. They acknowledge the inconvenience factor whilst emphasising that this irritation pales beside the devastation of successful attacks.
 
Software updates emerge as surprisingly crucial, with both hosts confessing to poor habits around computer restarts. The briefing revealed that leaving computers running continuously for more than 48 hours significantly increases vulnerability. Steve recognises an unexpected psychological benefit: shutting down creates healthy work-life boundaries whilst improving security.
 
The discussion covers modern password management, with recommendations for dedicated software like Dashlane or OnePass. The cybersecurity expert's strategy of maintaining two separate password managers, one for critical accounts and another for general use, provides an elegant compromise between security and usability.
 
Access controls and user restrictions complete the essential toolkit, particularly important for businesses sharing computers or accounts. The hosts stress that these measures work by making attackers choose easier targets rather than creating impenetrable defences.
 
Resource sharing becomes community responsibility, with Steve offering to review suspicious emails for anyone in their network. The conversation concludes with government resources including the Australian Cybersecurity Hotline (1300 Cyber 1) and cyber.gov.au, positioning these as essential bookmarks for every business owner.
 31:00 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past. Alert But Not Alarmed in the Digital Age 
The 2002 "Be Alert Not Alarmed" campaign provides a fascinating lens for examining how threat communication evolves. This post-Bali bombing advertisement attempted to balance vigilance with reassurance, encouraging reporting whilst maintaining social cohesion.
 
Listening to the advertisement today reveals its distinctly dated tone. David observes that whilst the core message remains sound, the delivery feels patronising and overly simplistic for contemporary audiences. The campaign assumed shared values and experiences that no longer exist uniformly across Australian society.
 
Steve and David identify crucial differences between terrorism threats and cybersecurity risks. Terrorist attacks, whilst psychologically devastating, remain statistically rare events that receive extensive media coverage. Cyber attacks occur daily but often remain hidden due to victim embarrassment and business reputation concerns.
 
This creates a perverse situation where the more common threat receives less social awareness. The hosts suggest that shame and secrecy around cyber victimisation prevent the community learning that might reduce future attacks.
 
The conversation explores alternative communication strategies, including Jasmine from Think Cyber podcast's suggestion of using true crime storytelling approaches. David advocates for StoryBrand framework applications, positioning cybersecurity agencies as guides helping business heroes overcome digital villains.
 
The episode concludes with recognition that effective threat communication requires constant evolution. Yesterday's messaging strategies cannot address today's threat landscape, but the fundamental principle of alert awareness without paralysing fear remains eternally relevant.

Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with artwork by Casey Cumming. Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity. Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde Principles. You can never be overdressed or overeducated. - Oscar Wilde Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business. We welcome your comments and feedback via podcast@talkedaboutmarketing.com

Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with artwork by Casey Cumming. Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity. Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde Principles. You can never be overdressed or overeducated. - Oscar Wilde Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business. We welcome your comments and feedback via podcast@talkedaboutmarketing.com

The only thing worse than being talked about, is not being talked about...

Talking About Marketing

Talking About Marketing is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with editing by Tim Whiffen. Artwork by Casey Cumming.

Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity.
Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde
Principles. You can never be overdressed or overeducated. - Oscar Wilde
Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde
Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde

Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business.

We welcome your comments and feedback via podcast@talkedaboutmarketing.com

<a href="https://talkedaboutmarketing.com/podcast/">Talking About Marketing</a> is a podcast for you to help you thrive in your role as a business owner and/or leader. It's produced by the Talked About Marketing team of Steve Davis and David Olney, with editing by Tim Whiffen. Artwork by Casey Cumming.
Each marketing podcast episode tips its hat to Philip Kotler's famous "4 Ps of Marketing" (Product, Price, Place, Promotion), by honouring our own 4 Ps of Podcasting; Person, Principles, Problems, and Perspicacity.
<ol>
<li>Person. The aim of life is self-development. To realise one's nature perfectly-that is what each of us is here for. - Oscar Wilde</li>
<li>Principles. You can never be overdressed or overeducated. - Oscar Wilde</li>
<li>Problems. “I asked the question for the best reason possible, for the only reason, indeed, that excuses anyone for asking any question - simple curiosity. - Oscar Wilde</li>
<li>Perspicacity. The one duty we owe to history is to rewrite it. - Oscar Wilde</li>
</ol>
Apart from our love of words, we really love helping people, so we hope this podcast will become a trusted companion for you on your journey in business.
We welcome your comments and feedback via <a href="mailto:podcast@talkedaboutmarketing.com">podcast@talkedaboutmarketing.com</a>

From medieval Danish raiders demanding tribute to modern ransomware attackers, we explore why paying criminals never works and discover the surprisingly simple steps that keep most digital marauders at bay.

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