Almost 90% of small and medium-sized business owners believe they are vulnerable to cyberattacks. Yet as few as one in five carries cyber insurance, and a holistic cyber risk management program is far from common.

Businesses know this risk is universal. They know they are unprotected. Why do they fail to act?

In speaking with SMB owners and executives around the country, Trava co-founder and CEO Jim Goldman discovered that for many, there is confusion over what "cyber risk management" actually is, and that confusion is preventing them from taking action.

Jim offers a risk primer, identifying the differences between threats, vulnerability, and risk in this thought leadership contribution to Forbes Technology Council.

Spoiler alert: You’re going to think of a jewelry store.

Read the article.