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Earthquakes on the East Coast?

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As reported by CNN, a 3.8 magnitude earthquake shook northern Illinois early today, surprising many residents. According to the US Geological Survey, earthquakes pose “a significant risk to 75 million Americans in 39 states”.
This is the type of natural disaster that is probably largely ignored on the East Coast in terms of business continuity/disaster recovery. Just as we in Southern California generally do not think about what would happen here during a large snow storm. Right now, most Eastern states are up to their armpits (and sometimes heads) in snow and other weather issues. Understandably, they are consumed with the current crisis of organization shut-downs and residents held hostage in their homes by the elements. So when will they have time to prepare for something that no one really thinks will happen?

How have you been able to justify spending money (especially in this economy) to prepare for events that have no history in your organization or location? Just like the people in Northern Illinois know, just because it rarely happens, doesn’t mean you can’t be ready for it.