Identity/biometric marketing leaders continuously talk about how their companies have reduced bias in their products. But have they reduced bias in their own marketing to ensure it resonates with prospects?
I recently talked about the problem of internal bias:
“Marketers are driven to accentuate the positive about their companies. Perhaps the company has a charismatic founder who repeatedly emphasizes how ‘insanely great’ his company is and who talked about ‘bozos.’ (Yeah, there was a guy who did both of those.)
“And since marketers are often mandated to create both external and internal sales enablement content, their view of their own company and their own product is colored.”
Let’s look at two examples of biometric marketing internal bias…and how to overcome it.
Internal bias at Company A
- Company A does not participate in the U.S. National Institute of Standards and Technology (NIST) Face Recognition Technology Evaluation (FRTE) for technical reasons.
- As a result, the company’s marketing machine constantly discredits NIST FRTE, and the company culture is permeated with a “NIST is stupid” mentality.
- All well and good…until it runs into that one prospect who asks, “Why are you scared to measure yourself against the competition? Does your algorithm suck that bad?”
Internal bias at Company B
- Company B, on the other hand, participates in FRTE, FATE, FRIF (previously FpVTE), and every other NIST test imaginable.
- This company’s marketing machine declares its superiority as a top tier biometric vendor, supported by outside independent evidence.
- All well and good…until it runs into that one prospect who declares, “That’s just federal government test data. How will you perform in our benchmark using our real data and real computers?”
Internal bias at Bredemarket
Well, I have my admittedly biased solution to prevent companies from tumbling into groupthink, drinking of Kool-Aid, and market irrelevance.
Contract with an outside biometric product marketing expert. (I just happen to know one…me.)
I haven’t spent 30 years immersed in your insular culture. I’ve heard all the marketing-speak from different companies, and I’ve written the marketing-speak for nearly two dozen of them. I can ensure that your content resonates with your external customers and prospects, not only with your employees.
All well and good…until…
Reducing internal bias at Bredemarket
“But John, what about your own biases? IDEMIA, Motorola, Incode, and other employers paid you for 25 years! You probably have an established process that you use to prepare andouillette at home, based upon a recipe from 2019!”
I don’t…but point taken. So how do I minimize my own biases?
My breadth of experience lessens the biases from my past. Look at my market-speak from 1994 to 2023, in order:
- We are Printrak, a nimble private company that will dominate AFIS with our client-server solution.
- We are Printrak (stock symbol AFIS) a well-funded public company that will dominate AFIS, mugshot, computer aided dispatch, and microfiche.
- We are Motorolans, and our multi-tier Digital Justice Solution has a superior architecture to that of Sagem Morpho and others.
- We are MorphoTrak, bringing together the best technologies from MetaMorpho and Printrak BIS, plus superior French technology for secure credentials and road safety…unencumbered by the baggage that weighs down MorphoTrust.
- We are IDEMIA North America, bringing together the best technologies from MorphoTrust and MorphoTrak for ABIS, driver’s licenses, and enrollment, coupled with the resources from the rest of IDEMIA, a combined unbreakable force.
- We are Incode, not weighed down with the baggage of the old dinosaurs, and certainly not a participant in the surveillance market.
Add all the different messaging of Bredemarket’s clients, plus my continuous improvement (hello MOTO) of my capabilities, and I will ensure that my content, proposals, and analysis does not trap you in a dead end.
Reducing internal bias at your company
Are you ready to elevate your company with the outside perspective of a biometric product marketing expert?
Let’s talk (a free meeting). You explain, I ask questions, we agree on a plan, and then I act.
Schedule a meeting at https://bredemarket.com/mark/
Bredemarket 