This document discusses sensitive data and how to protect it. It begins by defining sensitive data as information that must be safeguarded against unwanted disclosure due to legal, privacy or proprietary reasons. It then lists examples of sensitive data and outlines three key aspects to measuring data sensitivity: confidentiality, integrity and availability. Next, it describes the types of sensitive data hackers may target from organizations. Finally, it recommends three steps to protect sensitive data: identify all sensitive data, promptly respond to and assess risks, and monitor and implement adequate security measures. The conclusion emphasizes the importance of protecting sensitive data to build strong business relationships and trust.