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Those of us who teach security awareness courses are often asked “Why would someone target ME?” or “Why would someone target OUR organization?”. Though these sentiments aren’t nearly as common as they used to be, since even mainstream media seem to cover cyber-attacks on at least a weekly basis, and – as a result – even non-IT specialists are becoming aware of the ubiquity of cyber-attacks, such questions still come up, both when teaching “regular” employees as well as when it comes to board-level security trainings.