Communications and brand teams that treat deepfakes as someone else’s problem—a cybersecurity issue, an IT concern, a fraud matter for finance—will find themselves drafting apologies instead of strategies.
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Alongside blind spots, Kaplan noted that senior leaders often struggle privately with a “failure narrative”—a story in their head whispering “I’m not good enough” or “I can’t” when things go wrong. Overcoming this internal doubt requires processing insecurities with a trusted outside confidant. Furthermore, when setting the course for their teams, leaders must define their top three priorities, but should never do so in a vacuum. Getting buy-in and advice from the team helps leaders arrive at a stronger strategy and ensures that inevitable course corrections are minor rather than jarring.