CEO Todd Davis was so sure that his company, LifeLock, would be able to prevent identity theft, he published his social security number in ads all over the country. As was expected, no fewer than 25 attempted thefts on his identity occurred in the weeks that followed. A few of them even worked, and Davis lost money to a thief that was able to successfully secure a loan. Though Davis still swears by the LifeLock’s security, it’s safe to say the company never used the “I Dare You” tactic again.
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