The video embedded in my “Where is ByteDance From?” blog post included an interesting frame:
“So depending upon your needs, you can argue that”
This frame was followed by three differing answers to the “Where is ByteDance From?” question.
But isn’t there only one answer to the question? How can there be three?
It all depends upon your needs.
Who is the best age estimation vendor?
I shared an illustrative example of this last year. When the National Institute of Standards and Technology (NIST) tested its first six age estimation algorithms, it published the results for everyone to see.
“Because NIST conducts so many different tests, a vendor can turn to any single test in which it placed first and declare it is the best vendor.
“So depending upon the test, the best age estimation vendor (based upon accuracy and or resource usage) may be Dermalog, or Incode, or ROC (formerly Rank One Computing), or Unissey, or Yoti. Just look for that “(1)” superscript….
“Out of the 6 vendors, 5 are the best. And if you massage the data enough you can probably argue that Neurotechnology is the best also.
“So if I were writing for one of these vendors, I’d argue that the vendor placed first in Subtest X, Subtest X is obviously the most important one in the entire test, and all the other ones are meaningless.”
Are you the best? Only if I’m writing for you
I will let you in on a little secret.
- When I wrote things for IDEMIA, I always said that IDEMIA was the best.
- When I wrote things for Incode, I always said that Incode was the best.
- And when I write things for each of my Bredemarket clients, I always say that my client is the best.
I recently had to remind a prospect of this fact. This particular prospect has a very strong differentiator from its competitors. When the prospect asked for past writing samples, I included this caveat:
“I have never written about (TOPIC 1) or (TOPIC 2) from (PROSPECT’S) perspective, but here are some examples of my writing on both topics.”
I then shared four writing samples, including something I wrote for my former employer Incode about two years ago. I did this knowing that my prospect would disagree with my assertions that Incode’s product is so great…and greater than the prospect’s product.
If this loses me the business, I can accept that. Anyone with any product marketing experience in the identity industry is guaranteed to have said SOMETHING offensive to most of the 80+ companies in the industry.
How do I write for YOU?
But let’s say that you’re an identity firm and you decide to contract with Bredemarket anyway, even though I’ve said nice things about your competitors in the past.
How do we work together to ensure that I say nice things about you?
That’s where my initial questions (seven, plus some more) come into play.
By the time we’re done, we have hopefully painted a hero picture of your company, describing why you are the preferred solution for your customers—better than IDEMIA, Incode, or anyone else.
(Unless of course IDEMIA or Incode contracts with Bredemarket, in which case I will edit the sentence above just a bit.)
So let’s talk
If you would like to work with Bredemarket for differentiated content, proposal, or analysis work, book a free meeting on my “CPA” page.
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