One of the most important principles underlying effective information security is to get those involved to see information as a valuable item. Even those of us who know this have to actively work to keep ourselves properly focused on this basic fact.
It is easy to get caught up with the methods and practices and forget the reason for what we are doing. The methods and practices are very good and necessary, but we need to make sure they are properly scaled (effort/cost/etc.) to the information they are aimed at protecting!