The document discusses five ways for security professionals to change their value perception: 1) Be an effective communicator by speaking the business's language and communicating risks properly. 2) Educate users rather than dictate to them to change attitudes. 3) Think about risk by relating it to laws/regulations and using risk assessments users can understand. 4) Be useful to the business by providing security solutions that benefit operations rather than just controls. 5) Provide secure solutions, not just secure systems, by engaging with business teams and focusing on usability over just technology.