I have been known to tell coworkers that I was going to “play” with something. Some were horrified, but others understood completely.
Regardless of the emotions you want to convey in the final content, it’s OK to let loose while you develop your ideas.
Luckily for me, a client recently requested some “fun” concepts. Obviously I can’t share the text I provided to the client, but here is a altered representation of one small idea I had.
Google Gemini.
So go ahead and have fun. (Even if you can’t tell anyone that you’re having fun.)
Incidentally, one of the seven questions I ask my clients is about emotions.
I ask, then I act.
If you want to me “act” on behalf of your company and develop product marketing content, proposals, and analysis, then click below and schedule a free meeting with me.
From my post this morning on Advent International, Amadeus, and IDEMIA Public Security.
“Plan C became to split IDEMIA into three chunks—biometric product marketing experts call this a “trifurcation”—and sell the three chunks individually.”
Now I have never officially written about trifurcations, but if you saw my post on bifurcations you can probably figure out trifurcations also.
Amadeus’ planned acquisition of IDEMIA Public Security has been years in the making.
Many years ago, Advent International acquired Oberthur with the intent to sell it at a profit.
But Advent wanted to beef it up.
Meanwhile, Safran wanted to sell a chunk of itself to concentrate on its…(long pause)…transportation business.
The resulting combination was initially named OT MORPHO. It was subsequently renamed IDEMIA.
Wow.
Fast forward to 2022, when Reuters speculated that Advent was about to sell IDEMIA. I wrote about this twice at the time (one, two)…but in the end nothing happened.
Then Advent went to plan C.
Plan A was to buy Oberthur and sell it.
Plan B was to combine Oberthur with Morpho and sell it.
Plan C became to split IDEMIA into three chunks—biometric product marketing experts call this a “trifurcation”—and sell the three chunks individually.
The first chunk moved forward in 2024, when IDEMIA entered negotiations to sell IDEMIA Smart Identity to IN Groupe. These negotiations were successful.
This did not include my former part of IDEMIA, IDEMIA Public Security.
“29 April 2026, 8am CEST: Following a competitive bid process, Amadeus today announces its intention to acquire IDEMIA Public Security (IPS), a leading biometrics and identity services provider headquartered in France….It will follow Amadeus’ 2024 acquisition of Vision-Box.”
Now nothing is signed yet, and government approvals will take some time. (I know.) Amadeus’ current estimate is mid 2027, but this could slip.
One drawback of working as a consultant, rather than as an embedded employee within a company, is that you often don’t get to see how your content affects your client.
But I recently was exposed to some data that revealed how Bredemarket’s content impacted one of my clients.
I can’t reveal the client or the content, but suffice it to say that a particular piece of content resonated with the client’s prospects and customers.
Why?
Because it not only described my client’s green widget, but also described the emotional effects that using this green widget had on others.
Don’t forget to tell the story.
Prospects may not remember that the green widget supports 1000 ppi resolution.
But prospects will remember that the green widget brought closure to a family when a family member was successfully identified with the green widget.
This morning I was attending a NIST webinar on mobile driver’s license use at financial institutions, and began looking at the services I could access in April 2026 with my California mobile driver’s license—financial and otherwise.
But today I learned that some services are NOT available with the mDL in my Apple Wallet, but ONLY while using the “CA DMV Wallet” app.
So I downloaded the app, which I last used in my initial unsuccessful attempt to obtain an mDL. (I finally used Apple’s facility to get one.) I assumed that since I already had my mDL in my Apple Wallet, it would automatically show up in the app.
You know what happens when you assume. My buddy Google Gemini pointed it out to me.
“It’s a common point of confusion, but the Apple Wallet and the CA DMV Wallet app are actually two separate “containers” for your digital ID. Because California uses a secure, decentralized system, your mDL doesn’t automatically sync between them. Even if it’s already in your Apple Wallet, you have to go through a separate enrollment process to “provision” it into the DMV’s official app.”
Which meant that I had to enroll again and get another decentralized mDL, which I did. (After some difficulty; it took four separate attempts to capture my facial image, which was only successful when I went into a very dark room.)
Now that my mDL is in this second wallet, I could go ahead an enroll in the TruAge program for age verification at a private retailer.
Google Gemini.
As I type this, TruAge hasn’t processed my application.
And now for a word from our sponsor
Mobile driver’s licenses are a digital form of “something you have,” which is a factor of identity verification and authentication.
Would you like to learn about all six of the identity verification and authentication factors? (Not three. Not five.)
Bredemarket 