PassMark Security is a new company founded by Bill Harris, former CEO of Intuit and PayPal, to tackle the problem of phishing, or emulating a trusted site. Their approach is to show you a picture you selected at registration to be your relationship identifier. If you choose a horseshoe and receive an e-mail without that horseshoe picture, you know someone is trying to trick you. You can personalize your PassMark or choose from stock images, similar to an instant messaging program’s buddy icon. Mr. Harris serves on the boards of Earthlink, Macromedia, eOne Global, Yodlee, XTec, MyVest, and LowerMyBills.