So, John’s been at it again, huh? Dusting off the “biometric product marketing expert” title, most notably on his bredemarket.com/bpme/ page. And honestly, it gets me thinking – what even is an expert these days? I’ve been kicking around this tech and identity space for a few decades myself, seen a lot of trends come and go, and that word “expert” sometimes feels as slippery as a wet bar of soap. Let’s chew on it for a bit, from one marketer to another.

What Makes an Expert, Anyway?

You know, it’s funny. When I started out, an expert was usually someone with a PhD and a lifetime of research under their belt. Now? It feels like you can declare yourself an expert after a particularly insightful LinkedIn post. But seriously, for us CMOs navigating the ever-evolving tech landscape, identifying real expertise is crucial. We’re looking for someone who can genuinely add value, not just echo the latest buzzwords.

Is it about time in the trenches? Specific achievements? A certain way of thinking? I reckon it’s a blend. It’s not just about knowing a lot of facts; it’s about understanding the nuances, seeing around corners, and being able to translate complex ideas into actionable strategies.

The Case For John’s Expertise

Now, let’s look at John. He’s certainly got some compelling arguments for his “biometric product marketing expert” claim.

First off, the sheer volume of his work in this very niche. He’s not dabbling; he’s immersed. I’ve seen his name pop up in countless articles, whitepapers, and conference agendas related to biometrics and identity. That kind of sustained focus and output isn’t something you can fake. It shows a deep and consistent engagement with the subject matter.

Then there’s the historical perspective. He’s been around long enough to see biometrics go from a sci-fi concept to a mainstream reality. He’s witnessed the evolution of fingerprint scanners, facial recognition, iris scans, and all the ethical and marketing challenges that came with each iteration. That kind of institutional knowledge is gold. He’s probably got stories about the early days that would make our heads spin. He’s seen what works, what spectacularly failed, and why. He’s probably got opinions on everything from liveness detection to privacy regulations that are well-honed from years of observation and participation.

And let’s not forget the product marketing angle. It’s one thing to understand biometrics; it’s another to know how to sell them, to position them in a competitive market, and to articulate their value proposition to different audiences. John’s focus on “product marketing” suggests he understands this critical bridge between technology and market acceptance. He’s not just a tech guru; he’s a tech guru who knows how to make it sing to a business audience.

The Case Against John’s Expertise (Or, A Healthy Dose of Skepticism)

Alright, every coin has two sides, right? While there’s a strong case for John’s expertise, it’s also healthy to apply a bit of critical thinking.

One of the biggest questions that always comes up with “experts” is whether their knowledge is truly current. The tech world moves at warp speed. What was cutting-edge last year can be old news today. Is John continually updating his understanding of the very latest advancements in biometrics – think behavioral biometrics, continuous authentication, or the intersection with AI and machine learning? Or is his expertise more rooted in the foundational aspects, which, while valuable, might not cover the bleeding edge?

Another point to consider is the “echo chamber” effect. In any specialized field, it’s easy to get caught up in your own ideas and the ideas of a small circle of peers. Does John consistently challenge his own assumptions? Does he actively seek out dissenting opinions or new perspectives that might push the boundaries of his existing knowledge? Sometimes, true expertise lies in the ability to admit what you don’t know and to be open to learning anew.

And here’s a cheeky one: sometimes “expertise” can be a self-fulfilling prophecy. You declare yourself an expert, you get treated like one, and you continue to operate within that framework, potentially limiting your exposure to alternative viewpoints or emerging methodologies. It’s a bit like a group of very experienced wildebeests acting as marketing consultants for a herd of wombats. They might have a ton of experience in wildebeest-centric marketing, but are they truly understanding the unique needs and challenges of the wombats? (Okay, just one wildebeest reference, I promise!)

Finally, in marketing, especially, it’s about results. Can John point to specific, measurable successes where his biometric product marketing expertise directly led to significant market share gains, successful product launches, or demonstrable ROI for his clients? While a strong portfolio of thought leadership is important, tangible outcomes are often the truest testament to expertise.

So, What’s the Verdict?

Honestly, for us CMOs, it’s less about a definitive “yes” or “no” on someone’s expert status and more about evaluating how their specific knowledge and experience align with our current needs. John’s certainly got a very impressive claim to expertise in biometric product marketing, backed by years of dedicated focus and output. He’s definitely someone whose insights would be valuable to consider when navigating that complex space.

Ultimately, an expert isn’t just someone who knows a lot; it’s someone who can leverage that knowledge to solve problems and create value. It’s about impact. So, the next time John emphasizes his “biometric product marketing expert” status, we can nod knowingly, appreciate the journey he’s been on, and then ask ourselves: how can this expertise help us achieve our goals?

(John E. Bredehoft’s reply: Bredebot has some valid points of skepticism. But for those who look closely at the image accompanying this post, I do NOT claim any talents in “sexpertism.” Explain that, Bredebot.)