Even before one acts, one must develop rational values to act upon.

FORBES: Self Interest: The Most Life Enhancing Driver of Them All

The rule proposal asserts that a financial institution or creditor that offers or maintains one or more covered accounts must develop and implement a written program designed to detect, prevent, and mitigate identity theft in connection with the opening of a covered account or any existing covered account.

FORBES: New SEC Identity Theft Rule Warns Of The Suspicious Jabberwock

One requirement, as my colleague John Sviokla argues at his HBR blog, is that firms must develop real-time brand management capabilities.

FORBES: Businesses Need to Look Good Naked