This document discusses the business opportunity around cyber attack protection. It notes that cyber attacks pose a threat to businesses and can potentially kill a business that suffers from one. It introduces the concept of predictive protection, which provides continuous cyber surveillance and risk assessment to anticipate likely risks. This approach allows businesses to get the protection they need to avoid paying the ultimate price from a cyber attack. The document encourages taking action now to get endpoint protection and sell customers on the peace of mind that comes with being fully protected.