What we're doing today is not working and isn't sustainable. The fundamental culture of the average business does not encourage making good security decisions. Software shops continue to focus on functionality and timelines, neglecting information security. In spite of regulations like PCI and HIPAA+HITECH, which are levying fines against organizations for their security failures, the tipping point has clearly not been reached to cause meaningful change. Much of this problem can be attributed to the excessive use of negative incentives (sticks) instead of providing positive incentives (carrots) that inspire better decision-making and motivate true change. Fortunately, it's not too late to change tactics and start achieving demonstrable success.