What can be done to prevent the concept of Zero Trust from becoming one of the latest buzzwords in the cybersecurity industry? How do cybersecurity professionals convince their leaders to keep security at the top of annual budgets? The threat landscape continues to evolve at a rapid pace, while the security industry struggles to keep up. If a company wants to remain competitive, it will need to evolve with the threats in order to stay ahead. A new way of thinking about cybersecurity is required in order to address this challenge – one which requires a rewrite of the business DNA.