Is Your Healthcare Bot Healthy For You?

Robert Young (“Marcus Welby”) and Jane Wyatt (“Margaret Anderson” on a different show). By ABC TelevisionUploaded by We hope at en.wikipedia – eBay itemphoto informationTransferred from en.wikipedia by SreeBot, Public Domain, https://commons.wikimedia.org/w/index.php?curid=16472486

We’ve come a long way since the days of Marcus Welby, M.D. (who was a fictional character).

  • Back in the days of Marcus Welby, M.D., we trusted the doctor as the sole provider of medical information. Doctor knows best!
  • Later, we learned about health by searching the Internet ourselves, using sources of varying trustworthiness such as pharmaceutical company commercials.
  • Now, we don’t even conduct the searches ourselves, but let an artificial intelligence healthcare bot search for us, even though the bot hallucinates sometimes.

A “hallucination” occurs when generative AI is convinced that its answer is correct, even when it is wrong. These hallucinations could be a problem—in healthcare, literally a matter of life or death.

What can go wrong with AI healthcare?

The Brookings Institution details several scenarios in which reliance on artificial intelligence can get messy from a legal (and ethical) standpoint. Here is one of them.

From LINK REMOVED 2025-01-20

For example, a counselor may tell a patient with a substance use disorder to use an app in order to track cravings, states of mind, and other information helpful in treating addiction. The app may recommend certain therapeutic actions in case the counselor cannot be reached. Setting aside preemption issues raised by Food and Drug Administration regulation of these apps, important questions in tort law arise. If these therapeutic actions are contraindicated and result in harm to the patient or others, is the app to blame? Or does the doctor who prescribed the app bear the blame?

From https://www.brookings.edu/articles/when-medical-robots-fail-malpractice-principles-for-an-era-of-automation/

Who is going to ensure that these bots can be trusted?

Who is concerned? Yes.

It seems to me they give these robot doctors now-a-days very peculiar names. By Public Domain – Snapshot Image – https://archive.org/details/ClassicComedyTeams, Public Domain, https://commons.wikimedia.org/w/index.php?curid=25914575

That’s right. WHO is going to ensure that these bots can be trusted.

A World Health Organization publication…

…underscores the critical need to ensure the safety and efficacy of AI systems, accelerating their availability to those in need and encouraging collaboration among various stakeholders, including developers, regulators, manufacturers, healthcare professionals, and patients.

From https://www.openaccessgovernment.org/who-outlines-responsible-regulations-needed-for-artificial-intelligence-in-healthcare/170622/

According to WHO, its document proposes six areas of artificial intelligence regulation for health.

  • To foster trust, the publication stresses the importance of transparency and documentation, such as through documenting the entire product lifecycle and tracking development processes.
  • For risk management, issues like ‘intended use’, ‘continuous learning’, human interventions, training models and cybersecurity threats must all be comprehensively addressed, with models made as simple as possible.
  • Externally validating data and being clear about the intended use of AI helps assure safety and facilitate regulation.
  • A commitment to data quality, such as through rigorously evaluating systems pre-release, is vital to ensuring systems do not amplify biases and errors.
  • The challenges posed by important, complex regulations – such as the General Data Protection Regulation (GDPR) in Europe and the Health Insurance Portability and Accountability Act (HIPAA) in the United States of America – are addressed with an emphasis on understanding the scope of jurisdiction and consent requirements, in service of privacy and data protection.
  • Fostering collaboration between regulatory bodies, patients, healthcare professionals, industry representatives, and government partners, can help ensure products and services stay compliant with regulation throughout their lifecycles.
From https://www.who.int/news/item/19-10-2023-who-outlines-considerations-for-regulation-of-artificial-intelligence-for-health
From https://iris.who.int/handle/10665/373421

The 61 page document, “Regulatory considerations on artificial intelligence for health,” is available via https://iris.who.int/handle/10665/373421.

When the Metamessage Contradicts the Message, You Need a Case Study

I recently published a post that asked three questions:

  • Isn’t it wonderful when a man loves a woman?
  • And isn’t it great to be born in the U.S.A.?
  • And didn’t the devil get what he deserved when he went down to Georgia?

I answered those three questions as follows:

  • No.
  • No.
  • No.

Apparently we weren’t paying attention to what these three songs actually SAID.

But what happens when we DO pay attention to the message, but there’s a “metamessage” that is also conveyed that says something COMPLETELY different?

By Rockero at English Wikipedia – Transferred from en.wikipedia to Commons., CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=3949535

Gracious city livers of Upland (and others in other cities), read on. This post talks about:

    Let’s talk about metamessages

    There is a popular practice in which people ARE well aware of the original message, but only some of them discern the hidden message, or metamessage, behind those words.

    And you don’t have to look to business communication to find examples of this. Take the romantic world, in which the statement “If you go out with me I’ll treat you like the princess you are!” conveys the metamessage of predatory desperation. In the business world, “Let me take that under consideration” means that the speaker is not considering the proposal for a nanosecond.

    Sometimes many of us can’t discern the metamessage until long after the message is stated.

    • Remember the message that Whitney Houston gave to Diane Sawyer?
    Whitney Houston on crack, from https://www.youtube.com/watch?v=lqwBYognBzI

    Respect: We treat others as we would like to be treated ourselves. We do not tolerate abusive or disrespectful treatment. Ruthlessness, callousness and arrogance don’t belong here.

    Integrity: We work with customers and prospects openly, honestly and sincerely. When we say we will do something, we will do it; when we say we cannot or will not do something, then we won’t do it.

    Communication: We have an obligation to communicate. Here, we take the time to talk with one another…and to listen. We believe that information is meant to move and that information moves people.

    Excellence: We are satisfied with nothing less than the very best in everything we do. We will continue to raise the bar for everyone. The great fun here will be for all of us to discover just how good we can really be.

    From Enron’s Statement of Human Rights Principles.

    Now to be fair to Houston, the cocaine detected in her toxicology report may not have been CRACK cocaine, and cocaine was not the only substance detected. But now we know that while crack may have been “wack,” cocaine was OK, and marijuana, Xanax, and other things were OK too.

    I have no desire to be fair to Enron, but I guess we can say that “the very best in everything we do” can be defined as “maximizing personal value,” that there isn’t an “obligation to communicate” EVERYTHING, and that falsifying records does not necessarily mean ruthlessness or arrogance.

    When the metamessage agrees with the message

    How often do you roll your eyes in amusement when a business says something?

    Conversely, how often do you nod your head in agreement when a business says something?

    Now I’ll grant that there’s not universal agreement on whether Company X is truthful in its messaging. For every person who thinks that Apple is the last guardian of privacy on ths planet, there is someone else who is convinced that Apple is an evil corporation who has (and I quote an anonymous source) “become what they accused Microsoft of.”

    But it doesn’t matter what the world thinks.

    What matters is what your prospect thinks.

    • Does your prospect think your company is telling the truth?
    • Does your prospect think your company is lying?
    • Does your prospect need more information to make a decision?

    How case studies help you reach message-metamessage agreement

    One powerful way to convince a doubting prospect is via a case study.

    No, not that type of case! By Michael Kammerer (Rob Gyp) – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=37604962

    It always helps when someone else is singing your company’s praises. Especially when the subject of the case study backs up what you’ve been claiming all along.

    If your Inland Empire firm needs a case study, Bredemarket can create it for you. After I ask you some questions, I can craft a case study (with your approval and the approval of the case study subject) that emphasizes WHY your company serves your customers, and HOW the case study demonstrates this.

    Let’s talk. Click on the image below.

    Drive content results with Bredemarket Inland Empire Services.

    That Song Doesn’t Mean What You Think It Means

    Let me warn you beforehand that this post includes a word that could not be aired on U.S. radio back in the day. With that warning, I will move forward.

    Isn’t it wonderful when a man loves a woman? And isn’t it great to be born in the U.S.A.? And didn’t the devil get what he deserved when he went down to Georgia?

    By Franz Stuck – The National Gallery for Foreign Art in Sofia, Bulgaria. Maurizio Zuccari – https://www.mauriziozuccari.net/site/linferno-sullorlo-del-baratro/ . Originally from akg-images., Public Domain, https://commons.wikimedia.org/w/index.php?curid=140616281

    No, no, and no. Apparently we weren’t paying attention to what these three songs actually SAID.

    This is not a love song

    From https://www.youtube.com/watch?v=EYb84BDMbi0

    Almost everyone agrees that “When a Man Loves a Woman” is the perfect song for the first dance at a wedding reception. But when you actually read all of the lyrics, you discover that any marriage that starts with this song is doomed to failure. Here’s just a small sample:

    She can bring him such misery
    If she is playin’ him for a fool
    He’s the last one to know

    From Genius.

    This is NOT a love song. (Sung by John, not by the Johnny that we will meet later.) The woman in Percy Sledge’s song obviously has other plans.

    From https://www.youtube.com/watch?v=9BGi8u8BtaA

    Not proud to be an American

    There are also misunderstandings about our Third National Anthem (after Francis Scott Key’s and Lee Greenwood’s compositions). I speak, of course, of “BORN IN THE U.S.A.!!!” Cue the fireworks.

    http://www.pdphoto.org Transferred from en.wikipedia to Commons by User:Quadell using CommonsHelper., Public Domain, https://commons.wikimedia.org/w/index.php?curid=16470556

    But take a detailed look at the main character in Springsteen’s song.

    From https://www.youtube.com/watch?v=EPhWR4d3FJQ

    Rather than celebrating the “proud to be an American” opportunities his country provides him, he ends up in despair after getting “in a little hometown jam,” being sent away to Vietnam to “kill the yellow man,” and returning home to a less than warm welcome.

    Come back home to the refinery
    Hiring man says, “Son, if it was up to me”
    Went down to see my V.A. man
    He said, “Son, don’t you understand”

    From Genius.

    Why the HELL was his country doing this to him?

    The Devil went down to Georgia…and WON

    Which brings us to the Charlie Daniels Band’s “The Devil Went Down to Georgia.” (Language warning.)

    From https://www.youtube.com/watch?v=wBjPAqmnvGA

    Those who know that Johnny won the fiddle contest may think that I’m just overreacting to the then controversial b-word at the end of the song. Well, I do have a problem with the b-word…but not THAT b-word.

    You know the story. The devil goes down to Georgia, finds fiddle-playing Johnny, and challenges him to a contest. If Johnny wins, he gets a “fiddle of gold.” If Johnny loses, the devil gets his soul. Even though “it might be a sin,” Johnny proceeds with the bet. The devil and Johnny trade fiddle solos. Frankly, the devil’s solo is pretty impressive…until we hear Johnny’s good ol’ Southern solo.

    And what happens next?

    The Devil bowed his head because he knew that he’d been beat
    And he laid that golden fiddle on the ground at Johnny’s feet
    Johnny said, “Devil, just come on back if you ever wanna try again
    I done told you once–you son of a bitch–I’m the best there’s ever been.”

    From Genius.

    Yes, Johnny DID say “bitch”…except on over-the-air radio, which bleeped out the word. The real issue is what Johnny said next, echoing what he said before: I’m the best there’s ever been. And this is the moment when the devil achieved his ultimate victory and snatched Johnny’s soul, because Johnny “did not give God the glory.” (See Acts 12:21-23 for the consequences, if you’re so inclined.)

    I didn’t get the message, and the message wasn’t clear

    In all three examples, the lyrics of the song state one thing, but we refuse to listen to it. Why? Because we’re so enamored of what we THINK the message says.

    • Let’s play this lovely wedding song for our first dance, ignoring the fact that the woman in the song is already preparing to file for divorce and lots of alimony.
    • Let’s celebrate our wonnderful country, ignoring the fact that it disposes of its cannon fodder when it is no longer needed.
    • Let’s celebrate the activities of the Georgian fiddle player, ignoring the fact that he displays many of the “deadly sins,” including wrath, greed/envy/lust, and pride.

    But what happens when we DO pay attention to the message, but there’s a “metamessage” that is also conveyed that says something COMPLETELY different?

    To be continued in the next post; click here. (You’ll see some comments about how Inland Empire businesses can support their metamessages via case studies.)

    But first I’ll present one other song about messages. French language warning.

    From https://www.youtube.com/watch?v=oQ6gk0ka2IE

    Why Cults of Personality Don’t Work (3+397 Reasons)

    Cults of personality are REALLY REALLY popular.

    By The People’s Republic of China Printing Office – Quotations from Chairman Mao Tse-Tung (“The Little Red Book”), Public Domain, https://commons.wikimedia.org/w/index.php?curid=13298051

    But cults of personality are REALLY REALLY bad for business. I’ll give you three reasons why…and then I’ll give you a few more.

    Three reasons why cults of personality kill business

    Let’s look at some cults of personality to see the damage they can do.

    Reason one: cults of personality don’t last forever

    If I mention Sam Winston to you, most of you won’t know who I’m talking about. But he used to be very big in the world of tires, primarily because he was featured in every Winston Tire commercial that aired in California.

    From https://www.youtube.com/watch?v=-2BGNwhzuDk

    Until he wasn’t.

    Now there were some valid reasons for featuring Sam Winston in the Winston Tire commercials. He not only provided a personal touch, but he inspired a sense of trust by claiming that Winston Tire customers would benefit from the quality of his products.

    Sadly, Sam Winston died in 1995 (ironically as the result of an automobile crash), and unlike a certain chicken purveyor, Winston Tires chose not to create an animated (or live action) version of its pitchman.

    Without its well-known pitchman, and with other troubles, Winston Tire was sold in 1997 and passed through multiple owners before being liquidated entirely by Goodyear.

    And now you DON’T get Sam.

    Reason two: cults of personality obscure the bad news

    There are many who worship Steve Jobs. Members of this cult preach the gospel that Jobs was unfairly kicked out of his own company until returning in triumph a decade later.

    I’m not buying it.

    By Photo: Bernard Gotfryd – Edited from tif by Cart – This image is available from the United States Library of Congress’s Prints and Photographs divisionunder the digital ID gtfy.01855.This tag does not indicate the copyright status of the attached work. A normal copyright tag is still required. See Commons:Licensing., Public Domain, https://commons.wikimedia.org/w/index.php?curid=110582355

    Even before the board showdown between Jobs and John Sculley, Steve was not infallible. Insisting on building Apple’s own disk drive for the Macintosh, only the disobedience of his lieutenants (who secretly met with Sony) ensured that 1984 wasn’t delayed to 1985.

    But 1985 was the year that Jobs either fired or resigned, launching the era of Sculley, Spindler, and Amelio. Was that decade truly a failure? Ask another man with his own cult, Woz:

    “The Macintosh failed, really hard,” he said to The Verge in 2013, “and who built the Macintosh into a success later on? It wasn’t Steve, he was gone. It was other people like John Sculley who worked and worked to build a Macintosh market when the Apple II went away.”

    “You know, I loved the Newton. That thing changed my life,” added Wozniak. “John Sculley got demeaned by Steve a lot, but he did the Knowledge Navigator, the Newton, HyperCard — unbelievable things.”

    From https://appleinsider.com/articles/18/10/15/looking-back-at-john-sculleys-rise-as-apples-ceo-and-fall-an-october-15-1993

    Admittedly there were issues during the tenures of all three post-Jobs leaders, but the company that Jobs ran in the 1990s was in a much better position than the one he left in the 1980s. In particular, the company’s revenue was five times greater in 1995 ($11.06 billion) than it was in 1985 ($1.918 billion).

    And what about what Jobs did himself during that decade? NeXT took three years to even show its product, and in 1989 Businessland sold a whopping 360 units. NeXT sold 50,000 units, but then got out of the hardware business entirely and concentrating on its operating system, which it eventually sold to Apple along with itself and its head.

    Of course, we all know what happened after Jobs returned. From that $11 billion, the company’s revenue…nosedived? Heading below $6 billion by 1998, revenue wouldn’t exceed $11 billion until 2005. By the time Jobs died, Apple’s revenue exceeded $100 billion. After his death, it has zoomed to over $300 billion.

    Clearly Jobs had visions and successes, but Apple has also excelled without him.

    Reason three: the end of the cult can compound the bad news

    I’ve already talked about how Sam Winston’s death was the last straw for Winston Tire as an independent company.

    But today, literally today (Monday, November 20, 2023), we are all talking about another Sam. Sam Altman.

    By TechCrunch – TechCrunch Disrupt San Francisco 2019 – Day 2, CC BY 2.0, https://commons.wikimedia.org/w/index.php?curid=127902290

    As I write this the story is still evolving, but this much has happened within the last few days.

    • On Friday, Sam Altman was fired from the company he co-founded, OpenAI.
    • This was a reportedly a surprise to most OpenAI employees (with the exception of the person tapped to be interim CEO after Altman left) and to OpenAI’s major investor, Microsoft.
    • This prompted the exodus of several other people from OpenAI. This was similar but not similar to the people who left Apple for NeXT, except that in the Apple case Jobs controlled the timing of the departures, while in the OpenAI case it happened suddenly, within hours.
    • Apparently over the weekend there were second thoughts about letting Altman leave OpenAI, but the board that just got rid of him wasn’t about to roll over and let him dictate the terms of his return.
    • When we woke up Monday morning, we learned that Altman, Greg Brockman (who quit OpenAI after being fired from the board but asked to stay as an employee), and several other ex-OpenAI employees were now joining…Microsoft.

    So, where does this leave OpenAI, now that its public face has been replaced by an ex-Twitch person?

    Will ChatGPT remain synonymous with generative AI in the minds of many?

    Or will OpenAI fade into the background?

    The other 397 reasons why cults of personality kill business

    But those aren’t the largest reasons why cults of personality are deadly.

    The big problem is that whenever you talk about Sam, or Steve, or Sam, you’re NOT talking about things that matter to your prospects or customers.

    • Maybe your prospects want to hear about how tires keep (most of) you safe. They don’t care about a singing Sam.
    • Maybe your prospects want to hear about how that weird computer and that fancy laser printer bring customers into your prospects’ stores. They don’t care about Turtleneck Guy.
    • Maybe your prospects want to hear about how artificial intelligence, when used properly, can benefit your business. They don’t care about corporate soap operas.

    So maybe THAT is what you should be telling your prospects…not about your cool founder.

    Why did I write this post?

    I was inspired to write this post after two things that happened to me on Saturday night. These don’t rise to the level of Sam, Steve, or Sam, but they got me thinking.

    Bredemarket has an Instagram account, and before Saturday the account was frequently mentioning the (then) upcoming “art walk” festivities throughout downtown Ontario, California. You can see the highlights here.

    Untitled Gallery, SW Holt Blvd, Ontario, California, November 18, 2023.

    While I was wandering around downtown Ontario, two people approached me and said that they recognized me, and Bredemarket. Why? Because of their awareness of the things that I have been posting on Instagram.

    But awareness doesn’t benefit anybody in the long term.

    How can local businesses (or other businesses) benefit from what Bredemarket does?

    Drive content results with Bredemarket Inland Empire Services.

    The “400” refers to the 400 to 600 words that we will create together via the Bredemarket 400 Short Writing Service. Let’s get started.

    Bredemarket 400 Short Writing Service (June 2022)Download

    So why don’t you get YOUR message out? Not about your founder, but about your prospects’ needs.

    If You’re Not Saying Things, Then You’re Not Selling

    Some of you are arriving here after reading about the AI CEO Mika.

    Some of you aren’t.

    But all of you (well, unless you’re Mika, who might not get out all that much) are familiar with how an outdoor marketplace works.

    A marketplace contains two types of people—sellers, and those who aren’t sellers.

    Designed by Freepik.

    There are many different ways to tell the sellers from the non-sellers, but one key way (at least as far as I’m concerned) is that sellers are saying things.

    If you’re not saying things, then you’re not a seller.

    And you’re not selling.

    If you want to sell, maybe you should say stuff.

    Whether you are an identity/biometric firm, a technology firm, or a firm located in California’s Inland Empire, Bredemarket can help you create the blog posts, case studies, white papers, and other content your firm needs.

    Click on one of the images below to start to create content that converts prospects for your product/service and drives content results.

    Clean Data is the New Oxygen, and Dirty Data is the New Carbon Monoxide

    I have three questions for you, but don’t sweat; I’m giving you the answers.

    1. How long can you survive without pizza? Years (although your existence will be hellish).
    2. OK, how long can you survive without water? From 3 days to 7 days.
    3. OK, how long can you survive without oxygen? Only 10 minutes.

    This post asks how long a 21st century firm can survive without data, and what can happen if the data is “dirty.”

    How does Mika survive?

    Have you heard of Mika? Here’s her LinkedIn profile.

    From Mika’s LinkedIn profile at https://www.linkedin.com/in/mika-ai-ceo/

    Yes, you already know that I don’t like LinkedIn profiles that don’t belong to real people. But this one is a bit different.

    Mika is the Chief Executive Officer of Dictador, a Polish-Colombian spirits firm, and is responsible for “data insight, strategic provocation and DAO community liaison.” Regarding data insight, Mika described her approach in an interview with Inside Edition:

    My decision making process relies on extensive data analysis and aligning with the company’s strategic objectives. It’s devoid of personal bias ensuring unbiased and strategic choices that prioritize the organization’s best interests.

    From the transcript to https://www.youtube.com/watch?v=8BQEyQ2-awc
    From https://www.youtube.com/watch?v=8BQEyQ2-awc

    Mika was brought to my attention by accomplished product marketer/artist Danuta (Dana) Deborgoska. (She’s appeared in the Bredemarket blog before, though not by name.) Dana is also Polish (but not Colombian) and clearly takes pride in the artificial intelligence accomplishments of this Polish-headquartered company. You can read her LinkedIn post to see her thoughts, one of which was as follows:

    Data is the new oxygen, and we all know that we need clean data to innovate and sustain business models.

    From Dana Debogorska’s LinkedIn post.

    Dana succinctly made two points:

    1. Data is the new oxygen.
    2. We need clean data.

    Point one: data is the new oxygen

    There’s a reference to oxygen again, but it’s certainly appropriate. Just as people cannot survive without oxygen, Generative AI cannot survive without data.

    But the need for data predates AI models. From 2017:

    Reliance Industries Chairman Mukesh Ambani said India is poised to grow…but to make that happen the country’s telecoms and IT industry would need to play a foundational role and create the necessary digital infrastructure.

    Calling data the “oxygen” of the digital economy, Ambani said the telecom industry had the urgent task of empowering 1.3 billion Indians with the tools needed to flourish in the digital marketplace.

    From India Times.

    And we can go back centuries in history and find examples when a lack of data led to catastrophe. Like the time in 1776 when the Hessians didn’t know that George Washington and his troops had crossed the Delaware.

    Public domain. From https://www.metmuseum.org/art/collection/search/11417

    Point two: we need clean data

    Of course, the presence or absence of data alone is not enough. As Debogorska notes, we don’t just need any data; we need CLEAN data, without error and without bias. Dirty data is like carbon monoxide, and as you know carbon monoxide is harmful…well, most of the time.

    That’s been the challenge not only with artificial intelligence, but with ALL aspects of data gathering.

    The all-male board of directors of a fertilizer company in 1960. Fair use. From the New York Times.

    In all of these cases, someone (Amazon, Enron’s shareholders, or NIST) asked questions about the cleanliness of the data, and then set out to answer those questions.

    • In the case of Amazon’s recruitment tool and the company Enron, the answers caused Amazon to abandon the tool and Enron to abandon its existence.
    • Despite the entreaties of so-called privacy advocates (who prefer the privacy nightmare of physical driver’s licenses to the privacy-preserving features of mobile driver’s licenses), we have not abandoned facial recognition, but we’re definitely monitoring it in a statistical (not an anecdotal) sense.

    The cleanliness of the data will continue to be the challenge as we apply artificial intelligence to new applications.

    Clean room of a semiconductor manufacturing facility. Uploaded by Duk 08:45, 16 Feb 2005 (UTC) – http://www.grc.nasa.gov/WWW/ictd/content/labmicrofab.html (original) and https://images.nasa.gov/details/GRC-1998-C-01261 (high resolution), Public Domain, https://commons.wikimedia.org/w/index.php?curid=60825

    Point three: if you’re not saying things, then you’re not selling

    (Yes, this is the surprise point.)

    Dictador is talking about Mika.

    Are you talking about your product, or are you keeping mum about it?

    I have more to…um…say about this. Follow this link.

    Does Your Identity/Biometric Research Project Need Excel…or Bredemarket?

    Does your identity/biometric firm require research?

    Introduction

    When talking about marketing tools, two words that don’t seem to go together are “marketing” and “Excel” (the Microsoft spreadsheet product). Because I’m in marketing, I encounter images like this all the time.

    From Daniel Murray, https://www.linkedin.com/posts/daniel-murray-marketing_you-never-realize-how-much-math-marketing-activity-7071849222035177472-Pp_-/

    Daniel Murrary (of Marketing Millennials fame), who used the image above in a LinkedIn post, noted that the statement is incorrect.

    You never realize how much math marketing has, but excel is an underrated marketing skill.

    From https://www.linkedin.com/posts/daniel-murray-marketing_you-never-realize-how-much-math-marketing-activity-7071849222035177472-Pp_-/

    It’s true that marketing analytics requires a ton of Excel work. I’m not going to talk about marketing analytics here, but if you have an interest in using Excel for marketing analytics, you may want to investigate HubSpot Academy’s free Excel crash course.

    From HubSpot, https://academy.hubspot.com/courses/excel-training-crash-course

    But even if you DON’T pursue the analytic route, Excel can be an excellent ORGANIZATIONAL tool. As you read the description below, ask yourself whether my Bredemarket consultancy can perform similar organization for YOU.

    Excel as an organizational tool

    As I write this, Bredemarket is neck-deep in a research project for a client. A SECRET research project.

    By Unnamed photographer for Office of War Information. – U.S. Office of War Information photo, via Library of Congress website [1], converted from TIFF to .jpg and border cropped before upload to Wikimedia Commons., Public Domain, https://commons.wikimedia.org/w/index.php?curid=8989847

    While I won’t reveal the name of the client or the specifics about the research project, I can say that the project requires me to track the following information:

    • Organization name.
    • Organization type (based upon fairly common classifications).
    • Organization geographic location.
    • Vendor providing services to the organization.
    • Information about the contract between the vendor and the organization.
    • A multitude of information sources about the organization, the vendor, and the relationship between the two.

    To attack the data capture for this project, I did what I’ve done for a number of similar projects for Bredemarket, Incode, IDEMIA, MorphoTrak, et al.

    I threw all the data into a worksheet in an Excel workbook.

    By Microsoft Corporation – Screenshot created and uploaded by Paowee., https://en.wikipedia.org/w/index.php?curid=58004382

    I can then sort and filter it to my heart’s content. Ror example, if I want to just view the rows for which I have contract information, I can just look at that.

    Bredemarket as an identity/biometric research service

    And sometimes I get even fancier.

    From Spreadsheet Web, “How to combine data from multiple sheets.” https://www.spreadsheetweb.com/how-to-combine-data-from-multiple-sheets/

    For one organization I created a number of different worksheets within a single workbook, in which the worksheet data all fed into a summary worksheet. This allowed my clients to view data either at the detailed level or at the summary level.

    From Microsoft, “Report a Table Like Excel Pivot Table,” https://community.fabric.microsoft.com/t5/Desktop/Report-a-Table-like-Excel-Pivot-Table/m-p/565724

    For another organization I collected the data from an external source, opened it in Excel, performed some massaging, and then pivoted the data into a new view so that it could then be exported out of Excel and into a super-secret document that I cannot discuss here.

    Now none of this (well, except maybe for the pivot) is fancy stuff, and most of it (except for the formulas linking the summary and detailed worksheets) is all that hard to do. But it turns out that Excel is an excellent tool to deal with this data in certain cases.

    Which brings me to YOUR research needs.

    After all, Bredemarket doesn’t just write stuff.

    Sometimes it researches stuff, especially in the core area of biometrics and identity.

    After all, I offer 29 years of experience in this area, and I draw on that experience to get answers to your questions.

    Unlike the better-bounded projects that require only a single blog post or a single white paper, I quote research projects at an hourly rate or on retainer (where I’m embedded with you).

    By Staff Sgt. Michael L. Casteel – [1], Public Domain, https://commons.wikimedia.org/w/index.php?curid=2407244

    So if you have a research project that you haven’t been able to get going, contact Bredemarket to get it unstuck and to move forward.

    Drive content results with Bredemarket Identity Firm Services.

    Time for the FIRST Iteration of Your Firm’s UK Online Safety Act Story

    By Adrian Pingstone – Transferred from en.wikipedia, Public Domain, https://commons.wikimedia.org/w/index.php?curid=112727

    A couple of weeks ago, I asked this question:

    Is your firm affected by the UK Online Safety Act, and the future implementation of the Act by Ofcom?

    From https://bredemarket.com/2023/10/30/uk-online-safety-act-story/

    Why did I mention the “future implementation” of the UK Online Safety Act? Because the passage of the UK Online Safety Act is just the FIRST step in a long process. Ofcom still has to figure out how to implement the Act.

    Ofcom started to work on this on November 9, but it’s going to take many months to finalize—I mean finalise things. This is the UK Online Safety Act, after all.

    This is the first of four major consultations that Ofcom, as regulator of the new Online Safety Act, will publish as part of our work to establish the new regulations over the next 18 months.

    It focuses on our proposals for how internet services that enable the sharing of user-generated content (‘user-to-user services’) and search services should approach their new duties relating to illegal content.

    From https://www.ofcom.org.uk/consultations-and-statements/category-1/protecting-people-from-illegal-content-online

    On November 9 Ofcom published a slew of summary and detailed documents. Here’s a brief excerpt from the overview.

    Mae’r ddogfen hon yn rhoi crynodeb lefel uchel o bob pennod o’n hymgynghoriad ar niwed anghyfreithlon i helpu rhanddeiliaid i ddarllen a defnyddio ein dogfen ymgynghori. Mae manylion llawn ein cynigion a’r sail resymegol sylfaenol, yn ogystal â chwestiynau ymgynghori manwl, wedi’u nodi yn y ddogfen lawn. Dyma’r cyntaf o nifer o ymgyngoriadau y byddwn yn eu cyhoeddi o dan y Ddeddf Diogelwch Ar-lein. Mae ein strategaeth a’n map rheoleiddio llawn ar gael ar ein gwefan.

    From https://www.ofcom.org.uk/__data/assets/pdf_file/0021/271416/CYM-illegal-harms-consultation-chapter-summaries.pdf

    Oops, I seem to have quoted from the Welsh version. Maybe you’ll have better luck reading the English version.

    This document sets out a high-level summary of each chapter of our illegal harms consultation to help stakeholders navigate and engage with our consultation document. The full detail of our proposals and the underlying rationale, as well as detailed consultation questions, are set out in the full document. This is the first of several consultations we will be publishing under the Online Safety Act. Our full regulatory roadmap and strategy is available on our website.

    From https://www.ofcom.org.uk/__data/assets/pdf_file/0030/270948/illegal-harms-consultation-chapter-summaries.pdf

    If you want to peruse everything, go to https://www.ofcom.org.uk/consultations-and-statements/category-1/protecting-people-from-illegal-content-online.

    From https://www.ofcom.org.uk/consultations-and-statements/category-1/protecting-people-from-illegal-content-online

    And if you need help telling your firm’s UK Online Safety Act story, Bredemarket can help. (Unless the final content needs to be in Welsh.) Click below!

    Drive content results with Bredemarket Identity Firm Services.

    When I Had To Describe This Technology, Words Failed Me

    (TL;DR people can click here.)

    What is this technology?

    Last Saturday I hoped to gain inspiration so that I could shoot a video or capture an image to promote Bredemarket’s technology writing services—namely, writing blog posts, case studies, white papers, or other content to empower technology firms.

    By mid-morning, with no inspiration, I captured a technology image of…something.

    Chaffey High School, Ontario, California, November 11, 2023.

    As I confessed in my “behind the scenes” video that day, I have no idea what this thing is, or whether this is used for water, gas, or something else entirely.

    Chaffey High School, Ontario, California, November 11, 2023.

    Why I did not know

    And do you want to know WHY I couldn’t describe what I saw?

    Because I failed to get a collaborator to work with me.

    If an appropriate person from Chaffey High School presented themselves to me, they could have described:

    • Why this technology was necessary.
    • How the technology worked.
    • What the technology was.

    You’ll notice that I asked the “why” question BEFORE I asked the “how” and “what” questions. Because “why” is most important. If a student or staff member sees this thing on the Chaffey campus, they naturally want to know why it’s there. They don’t really care if it pumps 100 liters of whatever per second.

    How I can produce the right words for your technology firm

    And that’s how I will work with YOUR technology firm when Bredemarket creates content. We work TOGETHER to create the content you need.

    Do you need to create content that converts prospects for your technology product/service and drives content results?

    Learn more by clicking on the image.

    Drive content results with Bredemarket Technology Firm Services.

    P.S. Don’t wait. There’s a cost to waiting.

    Boots on the Ground, NOW

    How many of you have used the phrase “boots on the ground“?

    By Tony Lama – http://www.totalposters.com, Public Domain, https://commons.wikimedia.org/w/index.php?curid=135504474

    In the “war” against competitors, your company needs “boots on the ground”…especially for on-premise deployments.

    I’ve known a couple of companies that didn’t realize that they lacked boots on the ground…and that they had no plan to get the boots on the ground that they definitely needed.

    This doesn’t just affect a company’s products. It also affects a company’s content.

    Company X brainstorms

    Company X was a new software solutions provider that had an internal brainstorming channel, and one person made the following suggestion:

    Why stop at providing software solutions to our customers? Why not provide complete solutions with both software and hardware?

    Now you NEVER want to totally shoot down a brainstorming idea, but it’s appropriate to consider the positives and negatives of any brainstorm. I won’t delve into ALL the negatives of shifting from a software solution to a software/hardware solution (profit margins, delivery times, etc.), but I will focus on one:

    If you deploy integrated software and hardware solutions, you are responsible for MAINTAINING them.

    What does this mean?

    • This means that you have to hire employees with hardware maintenance expertise, or you have to hire managers who can oversee subcontractors with hardware maintenance expertise.
    • For certain products (such as those Company X sold), customers demand fast response times. Maybe a 2-hour response. Maybe a 5-minute response.
    • Customers won’t wait a week for a maintenance technician to show up at their site. Broken hardware grinds business to a halt, and customer’s won’t tolerate that.
    • And they DEFINITELY won’t send the hardware off to a distant facility for repair.

    As a pure software firm, Company X had few if any people qualified to perform the necessary maintenance activities.

    But at least Company X had SOME people to consider these issues. Company Y wasn’t so fortunate.

    Company Y sells

    Company Y was also a software solutions provider. Company Y wanted to break into a particular industry in a particular country. I won’t reveal the industry, but I will reveal the target country: the United States.

    Company Y developed and delivered a sales pitch that talked about the importance of the industry in question, and how the company could deliver a solution for that industry in the U.S.

    But it glossed over one thing: Company Y had very few people in the U.S. at the time. Oh, they were working on hiring some more people in the United States, but at the time they didn’t have many.

    And it was painfully obvious that Company Y’s U.S. presence was lacking. While talking about the expectations of different generations of people in the industry, the company rep referred to “Generation Zed.” For anyone listening to the sales pitch, that sent up an immediate red flag.

    From https://makeameme.org/meme/you-aint-from-473654aef5

    Now I’ll be the first to admit that American English may not be considered the most advanced English in the world. After all, we spell many words with an abundance of z’s…whoops, I mean an abundance of zeds.

    From https://jakubmarian.com/is-american-english-simplified-and-british-english-traditional/

    If you’re going to do business in the United States, you have to speak our language. And we Americans will be criticised (with an s) when we don’t speak another country’s language.

    So when do you buy boots?

    If you need boots on the ground to fight your competitors, you have to…well, you have to obtain boots on the ground. But when?

    1. One option is to wait until you need them, and THEN buy the boots. Wait until someone actually buys your software/hardware solution, or wait until you actually have a U.S. contract in your industry. No need to spend money on resources if you never use them, and if you do need the resources later, they’ll be able to ramp up quickly…right?
    2. The other option is to take the risk and put the boots in your closet NOW, so that when a customer calls upon you to deliver, you don’t embarrass yourself. This financially costs your company, but you’ll be primed and prepared to move forward when the business does come.

    So let’s talk about your content

    You don’t only need boots on the ground to deploy your products. You need boots on the ground to create the content that will entice prospects to BUY those same products.

    You’ve been meaning to create that content for a while, but just haven’t gotten around to it. After all, there’s a financial cost in hiring an employee or a contractor (like Bredemarket) to create the content, and there’s an opportunity cost in taking one of your existing employees and tasking them with content creation.

    So you haven’t created the content you need for your business.

    And you’re probably not going to create it next week either.

    Or next month.

    Or next year.

    Unless you move forward NOW and bring in some boots on the ground, namely Bredemarket, to work with you and create the content you desperately need.

    Drive content results with Bredemarket Technology Firm Services.

    Are you ready to move forward, or are you going to stay in place?

    Or retreat?