Since you are reading this, you probably think security is oh-so important. Well, here is a funny surprise: turns out most people out there actually think that living their lives, doing their business and running their errands is way more important.
And some of them actually have an idea how to make things better. Worth taking into account when your business relies on people buying your security solutions or services. It seems like the very least you should do is to make sure your users and customers understand how THEY benefit from the introduced security measures and why the inconveniences they introduce are absolutely necessary for them to work. And better make sure they really are necessary.