Something strange is happening to Eugene Kaspersky.
The cyber-security guru, who has been at the forefront of his field for more than 25 years, can scarcely stride a few metres in the main conference hall of the World Economic Forum (WEF) in Davos without being stopped by a chief executive or head of state.
Indeed, merely being in the Swiss mountains is eating into the fast-talking Russian's much sought-after time.
In recent weeks, he has spent more time in "Boeings and Airbuses" than on the ground, being flown around the world to advise business leaders and government bodies - including the UK's National Crime Agency - on battling ever more daring cyber criminals.
Clearly world leaders have realised the impact cyber security has on the smooth dat to day running of modern businesses, not just on the international stage. They are beginning to act. It is time for you to as well.
Disclaimer: All images are copyright of the original publications- Apsley Business School holds no responsibility for any claims nor information held on external sites.