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Disasters are inevitable, the outcomes aren't.
Our subconscious does it's best to distract us from taking objective view on future risks. Anyone who gets passed the psychological block can see that it is easy to avoid loss when actions that can reduce disruption are taken in advance. Unfortunately, they often don't recognize that others just can't see that. Motivating a company to prepare won't work by just trying to point out the existence of future risks, you need to build a strong business case.