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This chapter is excerpted from 'Successful Cybersecurity Professionals: How to Change Your Behavior to Protect Your Organization'. What does the New York Statue of Liberty, the famous Brooklyn Bridge, and the iconic Madison Square Garden, where many famous musical bands have played and world champion sporting events have been held, have in common? Well, they've been sold multiple times, to different people, for large amounts of money, and all of it fraudulent. At one point in the mid-1900s, rumor has it that it had gotten so bad that the Brooklyn Bridge was being sold twice a week. So, the New York City Police Department had to place a booth on the bridge to tell the new weekly owners, that the bridge was not sold, and they have been scammed. So, what is this about? Well, behavior. Why we do things, how do we behave, why in the normal course of a day we would never fall for a scam or be persuaded to do something against our better judgment, but in the next instance, we would buy a bridge. This book looks at behavior from a cybersecurity expert's point of view. And while the cybersecurity expert may not buy a bridge, they may buy a firewall or implement some security solution simply because of persuasion. Due to cognitive complexities, biases, heuristics, and everything else in our environment, we will see how people, even cybersecurity experts, will say they will act one way, but act completely different in a different situation. We will also see, even against their own better judgment, they will change their mind. They will actively work to reach a faulty decision, even knowing that decision is wrong. That is the purpose of this book - to look at and examine our behavior so we make better cybersecurity decisions.