Back in the ‘90s, when I first developed the term “Privacy by Design,” I had no idea how broad its reach would become. By embedding privacy into the design of various technologies – incorporating Privacy Enhancing Technologies (PETs) – I believed that we would have far greater success in protecting privacy.

Today, I think we should go one step further and take a “Positive-Sum,” not zero-sum approach to privacy. This approach recognizes that adding privacy measures need not weaken security or performance – quite the opposite – it can serve to enhance the overall design by creating a technology that achieves strong privacy, good security and high performance – a win-win outcome. PETs, employed in a positive-sum manner, can effect transformative change – actually transforming privacy problems into privacy solutions. Thus, in the process, they become “Transformative Technologies.”

I applaud the organizations that have joined us today for their commitment to Privacy by Design. I hope that you will be motivated to approach your own privacy-related processes and systems in a positive-sum manner.

Dr. Cavoukian's Introduction to The Privacy by Design Challenge 2009