Three Ways to Identify and Share Your Identity Firm’s Differentiators

(Part of the biometric product marketing expert series)

Are you an executive with a small or medium sized identity/biometrics firm?

If so, you want to share the story of your identity firm. But what are you going to say?

How will you figure out what makes your firm better than all the inferior identity firms that compete with you?

How will you get the word out about why your identity firm beats all the others?

Are you getting tired of my repeated questions?

Are you ready for the answers?

Your identity firm differs from all others

Over the last 29 years, I (John E. Bredehoft of Bredemarket) have worked for and with over a dozen identity firms, either as an employee or as a consultant.

You’d think that since I have worked for so many different identity firms, it’s an easy thing to start working with a new firm by simply slapping down the messaging that I’ve created for all the other identity firms.

Nothing could be further from the truth.

Designed by Freepik.

Every identity firm needs different messaging.

  • The messaging that I created in my various roles at IDEMIA and its corporate predecessors was dramatically different than the messaging I created as a Senior Product Marketing Manager at Incode Technologies, which was also very different from the messaging that I created for my previous Bredemarket clients.
  • IDEMIA benefits such as “servicing your needs anywhere in the world” and “applying our decades of identity experience to solve your problems” are not going to help with a U.S.-only firm that’s only a decade old.
  • Similarly, messaging for a company that develops its own facial recognition algorithms will necessarily differ from messaging for a company that chooses the best third-party facial recognition algorithms on the market.

So which messaging is right?

It depends on who is paying me.

How your differences affect your firm’s messaging

When creating messaging for your identity firm, one size does not fit all, for the reasons listed above.

The content of your messaging will differ, based upon your differentiators.

  • For example, if you were the U.S.-only firm established less than ten years ago, your messaging would emphasize the newness of your solution and approach, as opposed to the stodgy legacy companies that never updated their ideas.
  • And if your firm has certain types of end users, such as law enforcement users, your messaging would probably feature an abundance of U.S. flags.

In addition, the channels that you use for your messaging will differ.

Identity firms will not want to market on every single social media channel. They will only market on the channels where their most motivated buyers are present.

  • That may be your own website.
  • Or LinkedIn.
  • Or Facebook.
  • Or Twitter.
  • Or Instagram.
  • Or YouTube.
  • Or TikTok.
  • Or a private system only accessible to people with a Top Secret Clearance.
  • Or display advertisements located in airports.
From https://www.youtube.com/watch?v=H02iwWCrXew

It may be more than one of these channels, but it probably won’t be all of them.

But before you work on your content or channels, you need to know what to say, and how to communicate it.

How to know and communicate your differentiators

As we’ve noted, your firm is different than all others.

  • How do you know the differences?
  • How do you know what you want to talk about?
  • How do you know what you DON’T want to talk about?

Here are three methods to get you started on knowing and communicating your differentiators in your content.

Method One: The time-tested SWOT analysis

If you talk to a marketer for more than two seconds about positioning a company, the marketer will probably throw the acronym “SWOT” back at you. I’ve mentioned the SWOT acronym before.

For those who don’t know the acronym, SWOT stands for

  • Strengths. These are internal attributes that benefit your firm. For example, your firm is winning a lot of business and growing in customer count and market share.
  • Weaknesses. These are also internal attributes, but in this case the attributes that detract from your firm. For example, you have very few customers.
  • Opportunities. These are external factors that enhance your firm. One example is a COVID or similar event that creates a surge in demand for contactless solutions.
  • Threats. The flip side is external factors that can harm your firm. One example is increasing privacy regulations that can slow or halt adoption of your product or service.

If you’re interested in more detail on the topic, there are a number of online sources that discuss SWOT analyses. Here’s TechTarget’s discussion of SWOT.

The common way to create the output from a SWOT analysis is to create four boxes and list each element (S, W, O, and T) within a box.

By Syassine – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=31368987

Once this is done, you’ll know that your messaging should emphasize the strengths and opportunities, and downplay or avoid the weaknesses and threats.

Or alternatively argue that the weaknesses and threats are really strengths and opportunities. (I’ve done this before.)

Method Two: Think before you create

Personally, I believe that a SWOT analysis is not enough. Before you use the SWOT findings to create content, there’s a little more work you have to do.

I recommend that before you create content, you should hold a kickoff of the content creation process and figure out what you want to do before you do it.

During that kickoff meeting, you should ask some questions to make sure you understand what needs to be done.

I’ve written about kickoffs and questions before, and I’m not going to repeat what I already said. If you want to know more:

Method Three: Send in the reinforcements

By http://www.esercito.difesa.it, CC BY 2.5, https://commons.wikimedia.org/w/index.php?curid=82103540

Now that you’ve locked down the messaging, it’s time to actually create the content that differentiates your identity firm from all the inferior identity firms in the market. While some companies can proceed right to content creation, others may run into one of two problems.

  • The identity firm doesn’t have any knowledgeable writers on staff. To create the content, you need people who understand the identity industry, and who know how to write. Some firms lack people with this knowledge and capability.
  • The identity firm has knowledgeable writers on staff, but they’re busy. Some companies have too many things to do at once, and any knowledgeable writers that are on staff may be unavailable due to other priorities.
Your current staff may have too much to do. By Backlit – Own work, CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=12225421

This is where you supplement you identity firm’s existing staff with one or more knowledgeable writers who can work with you to create the content that leaves your inferior competitors in the dust.

What is next?

So do you need a knowledgeable biometric content marketing expert to create your content?

One who has been in the biometric industry for 29 years?

One who has been writing short and long form content for more than 29 years?

Are you getting tired of my repeated questions again?

Well then I’ll just tell you that Bredemarket is the answer to your identity/biometric content marketing needs.

Are you ready to take your identity firm to the next level with a compelling message that increases awareness, consideration, conversion, and long-term revenue? Let’s talk today!

Why Your Business Needs an Obsessive Content Marketer

Compulsions and obsessions can be bad things, or they can be good things if channeled correctly.

What if Bredemarket provided me an outlet to chnnel my compulsions and obsessions to help your business grow?

Compulsions and obsessions

I recently wrote a three-post series (first post in the series here) that frequently used the word “compulsion.”

I almost used the word “obsession” in conjunction with the word compulsion, but decided not to make light of a medical condition that truly debilitates some people.

I used the word compulsion to refer to two things about me:

Writing compulsion, or writing obsession. Designed by Freepik.
From https://www.linkedin.com/posts/bredemarket-identity-firm-services_daon-is-a-frost-radar-leader-for-biometrics-activity-7077377129717379073-JDXW/

While compulsions and obsessions can certainly be bad things, when harnessed properly they can provide good for the world.

Like a butterfly.

Animotion on embracing an obsession

When people of a certain age hear the word “obsession,” they may think of the 1980s song by the band Animotion.

From https://www.youtube.com/watch?v=hIs5StN8J-0

Unfortunately for us, 90% of the song deals with the negative aspects of a person obsessing over another person. If you pick through the lyrics of the Animotion song “Obsession” and forget about what (or who) the singer is obsessing about, you can find isolated phrases that describe how an obsession can motivate you.

  • “I cannot sleep”
  • “Be still”
  • “I will not accept defeat”

But thankfully, there are more positive ways to embrace an obsession.

Justin Welsh on embracing an obsession

While Justin Welsh’s July 2022 post “TSS #028: Don’t Pick a Niche. Embrace an Obsession” is targeted for solopreneurs, it could just as easily apply to those who work for others. Regardless of your compensation structure, why do you choose to work where you do?

For Welsh, the practice of picking a niche risks commoditization.

They end up looking like, sounding like, and acting like all of their competition. The internet is full of copycats and duplicates.

From https://www.justinwelsh.me/blog/dont-pick-a-niche-embrace-an-obsession

(For example, I’d bet that all of the people who are picking a niche know better than to cite the Animotion song “Obsession” in a blog post promoting their business.)

Perhaps it’s semantics, but in Welsh’s way of thinking, embracing an obsession differs from picking a niche. To describe the power of embracing an obsession, Welsh references a tweet from Daniel Vassalo:

Find something you want to do really badly, and you won’t need any goals, habits, systems, discipline, rewards, or any other mental hacks. When the motivation is intrinsic, those things happen on their own.

From https://twitter.com/dvassallo/status/1547230105805754369

I trust you can see the difference between picking something you HAVE to do, versus obsessing over something you WANT to do.

What’s in it for you?

Welsh was addressing this post to me and people like me, and his message resonates with me.

But frankly, YOU don’t care about me and about whether I’m motivated. All that you care about is that YOU get YOUR content that you need from me.

So why should you care what Justin Welsh and Daniel Vassllo told me?

The obvious answer is that if you contract with Bredemarket for your marketing and writing services, you’ll get a “pry my keyboard out of my cold dead hands” person who WANTS to write your stuff, and doesn’t want to turn the writing process over to some two-year-old bot (except for very small little bits).

Regarding the use of two-year-old bots:

“Pry my keyboard,” indeed.

Do you need someone to obsess over YOUR content?

Of course, if you need someone to write YOUR stuff, then I won’t have time to work on a TikTok dance. This is a good thing for me, you, and the world.

As I’ve stated elsewhere, before I write a thing for a Bredemarket client, I make sure that I understand WHY you do what you do, and understand everything else that is relevant to the content that we create.

As I work on the content, you have opportunities to review it and provide your feedback. This ensures that both of us are happy with the final copy.

And that your end users become obsessed with YOU.

So if you need me to create content for you, please contact me.

Feel free to share YOUR favorite 1980s song if you like.

Even if it’s THIS song that your favorite temperamental writer detests.

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

Fill Your Company Gap With A Biometric Content Marketing Expert

Companies often have a lot of things they want to do, but don’t have the people to do them. It takes a long time to hire someone, and it even takes time to find a consultant that knows your industry and can do the work.

This affects identity/biometric companies just like it affects other companies. When an identity/biometric company needs a specific type of expertise and needs it NOW, it’s often hard to find the person they need.

If your company needs a biometric content marketing expert (or an identity content marketing expert) NOW, you’ve come to the right place—Bredemarket. Bredemarket has no identity learning curve, no content learning curve, and offers proven results.

Identity/biometric consulting in the 1990s

I remember when I first started working as an identity/biometric consultant, long before Bredemarket was a thing.

By Federal Bureau of Investigation – https://washingtonian.com/2016/11/24/the-fbi-opened-its-crime-lab-here-in-dc-back-in-1932, Public Domain, https://commons.wikimedia.org/w/index.php?curid=128508441

OK, not quite THAT long ago. I started working in biometrics in the 1990s—NOT the 1940s.

In 1994, the proposals department at Printrak International needed additional writers due to the manager’s maternity leave, and she was so valuable that Printrak needed to bring in TWO consultants to take her place.

At least initially, the other consultant and I couldn’t fill the manager’s shoes.

Designed by Freepik.
  • Both of us could write.
  • Both of us could spell “AFIS.”
  • Both of us could spell “RAID.” Not the bug spray, but the storage mechanism that stored all those “huge” fingerprint images.
  • But on that first night that I was cranking out proposal letters for something called a “Latent Station 2000,” I didn’t really know WHAT I was writing about.

As time went on, the other consultant and I learned much more—so much that the company brought both of us on as full-time employees.

After we were hired full-time, we spent a combined 45+ years at Printrak and its corporate successors in proposals, marketing, and product management positions, contributing to industry knowledge.

Which shows that learning how to spell “AFIS” can have long-term benefits.

Printrak’s problem

When Printrak needed biometric proposal writing experts quickly, it found two people who filled the bill. Sort of.

But neither of us knew biometrics before we started consuting at Printrak.

And I had never written a proposal before I started consulting at Printrak. (I had written an RFP. Sort of.)

But frankly, there weren’t a lot of identity/biometric consultants out in the field in the 1990s. There were the 20th century equivalents of Applied Forensic Services LLC, but at the time I don’t think there were any 20th century equivalents of Tandem Technical Writing LLC.

Peter Higgins. From https://www.search.org/biometrics-expert-peter-higgins-to-receive-searchs-highest-practitioner-honor/

The 21st century solution

Unlike the 1990s, identity/biometric firms that need consulting help have many options. In addition to Applied Forensic Services and Tandem Technical Writing you have…me.

Mike and Laurel can tell you what they can do, and I heartily endorse both of them.

Let me share with you why I call myself a biometric content marketing expert who can help your identity/biometric company get marketing content out now:

  • No identity learning curve
  • No content learning curve
  • Proven results

No identity learning curve

I have worked with finger, face, iris, DNA, and other biometrics, as well as government-issued identity documents and geolocation. If you are interested, you can read my Bredemarket blog posts that mention the following topics:

No content learning curve

Because I’ve produced both external and internal content on identity/biometric topics, I offer the experience to produce your content in a number of formats.

  • External content: account-based marketing content, articles, blog posts (I am the identity/biometric blog expert), case studies, data sheets, partner comarketing content, presentations, proposals, sales literature sheets, scientific book chapters, smartphone application content (events), social media posts, web page content, and white papers.
  • Internal content: battlecards, competitive analyses, demonstration scripts (events), email internal newsletters, FAQs, multi-year plans, playbooks, project plans, proposal templates, quality improvement documents, requirements documents, strategic analyses, and website/social media analyses.

Proven results

Read about them here.

Download

So how can you take advantage of my identity/biometric expertise?

If you need day-one help for an identity/biometric content marketing or proposal writing project, consider Bredemarket.

Pilots, Co-Pilots, and Marketing and Writing Services

I’ve always been amused by this bumper sticker saying.

"God is my co-pilot" license plate.
Flickr, david__jones, “God is my co-pilot.” Attribution 2.0 Generic (CC BY 2.0)

The phrase “God is my co-pilot,” taken from pilot Robert L. Scott Jr.’s World War II autobiography of the same name, superficially appears to depict a fervent religious devotion.

By United States Air Force – https://www.af.mil/About-Us/Biographies/Display/Article/105661/brigadier-general-robert-l-scott-jr/, Public Domain, https://commons.wikimedia.org/w/index.php?curid=92651184

But look at it again.

Military pilots have a huge reputation for supersized egos. Not that I necessarily have a problem with egos, but this must be recognized. And the phrase above bears it out.

  • Scott is the pilot, in charge of things.
  • God is the co-pilot, subservient to Scott’s every command. Heck, since Scott runs the show, God might as well be a mere passenger.

But this is not only a religious issue.

Who controls artificial intelligence?

If you’re going to employ generative artificial intelligence (generative AI) to create your written work, you need to decide who will be the pilot, and who will be the co-pilot.

  • You could send the prompt off to your favorite generative AI tool and let it shape the words you will communicate to your customers. In this case, the tool is the pilot, and you’re just the co-pilot.
Designed by Freepik.

(The perceptive ones among you have already noted that I treat text and images differently. In the image above, I clearly took the co-pilot’s seat and let Freepik pilot the process. My raving egotism does not extend to my graphic capabilities.)

This concept of AI as a co-pilot rather than a pilot is not just my egotistical opinion.

GitHub Copilot. From https://github.com/features/copilot

When GitHub implemented its generative AI coding solution, it named the solution “GitHub Copilot.” The clear implication is that the human coder is still running the show, while GitHub Copilot is helping out its boss.

But enough about generative AI. Heaven knows I’ve been spouting off about that a lot lately. Let’s turn to another topic I spout off about a lot—how you should work with your content creator to generate your content marketing text.

Who should pilot a content marketing project?

Assume for the moment that your company has decided NOT to entrust its content marketing text to a generative AI tool, and instead has contracted with a human content marketing expert to create the text.

Again, there are two ways to approach the task.

  • The first approach is to yield all control to the expert. You sit back, relax, and tell your content marketing consultant to do whatever they want. They provide the text, and you pay the consultant with no questions asked. The content marketing consultant is the pilot here.
  • The second approach is to retain all control yourself. You tell the content marketing consultant exactly what you want, and exactly what words to say to describe your best-of-breed, game-changing, paradigm-shifting, outcome-optimizing solution. (That last sentence was painful to write, but I did it for you.) The content marketing consultant follows your exact commands and produces the copy with the exact words you want. You are the pilot here.

So which of these two methods is the best way to create content?

As far as I’m concerned, neither of them.

Which is why Bredemarket doesn’t work that way.

Can two people pilot a content marketing project?

By Alex Pereslavtsev – http://www.airliners.net/photo/Transaero-Airlines/Boeing-777-212-ER/1984464/L/, GFDL 1.2, https://commons.wikimedia.org/w/index.php?curid=16594678

Bredemarket’s preferred content creation process is a collaborative one, in which you and I both control the process. While in the end you are the de facto pilot since you control the purse-strings, Bredemarket emphasizes and follows this collaborative approach.

Throughout this collaborative and iterative package we both pilot the process, and we both contribute our unique strengths to produce the final written product.

Are you ready to collaborate?

If you have content marketing needs that Bredemarket can help you achieve, let me know and we’ll talk about how to pilot a content marketing project together.

Testing My Sixth Authentication Factor on One Real and Two Imagined Corporate Office Visits

This is the third post in a series on my proposed sixth factor of authentication.

Perhaps you’ve heard people say there are three factors of authentication, or four factors of authentication, or five factors of authentication.

But what if there are six?

I know what you’re thinking, punk. You’re thinking: did he define 6 factors of authentication, or only 5? (Repurposing Dirty Harry, whose sixth bullet must have 404’ed.)

By unknown – Screenshot from the DVD version of the 1971 film Dirty Harry, extracted from Harry’s infamous “do ya feel lucky” monologue, Fair use, https://en.wikipedia.org/w/index.php?curid=6867681

Introduction: what are factors of authentication, anyway?

Authentication is the process of determining whether a person is truly THE person who is associated with a particular account, such as a computer login or a bank account.

Five authentication factors

There are many ways in which you can authenticate yourself, but (as I previously noted before starting the “6fa” series) all of these methods fall into up to five general categories, or “factors.”

  1. Something you know.
  2. Something you have.
  3. Something you are.
  4. Something you do.
  5. Somewhere you are.

By the way, if you provide a password, a PIN, your mother’s maiden name, and the name of your favorite pet, that is not four authentication factors, but four instances of the same authentication factor (something you know). And this is not a recipe for robust security.

From https://www.nist.gov/news-events/news/2009/04/new-nist-guidelines-organization-wide-password-management

For another example of multiple uses of the same factor, see kao’s post in Life in Hex.

What if there is a sixth authentication factor?

In April 2022, while I was consulting for the identity industry but not employed by it, I proposed a sixth authentication factor.

I’d like to propose a sixth authentication factor.

What about the authentication factor “why”?

This proposed factor, separate from the other factors, applies a test of intent or reasonableness to any identification request.

From https://bredemarket.com/2022/04/12/the-sixth-factor-of-multi-factor-authentication-you-heard-it-here-first/

Testing my theory

Two months later, I was employed in the identity industry, and therefore Bredemarket was pivoting away from identity consulting. But I was still musing about identity topics that had nothing to do with my employment, and decided to test my sixth authentication factor theory on a case in which a person, or possibly multiple persons, were boarding buses.

After I laid out the whole story, which involved capturing the times at which a person (or persons) boarded a bus, I wondered if there were really just five authentication factors after all.

Now I’ll grant that “why?” might not be a sixth factor of authentication at all, but may fall under the existing “something you do” category. This factor is normally reserved for gestures or touches. For example, some facial liveness detection methods require you to move your head up, down, right, or left on command to prove that you are a real person. But you could probably classify boarding a bus as “something you do.”

From https://bredemarket.com/2022/07/24/testing-my-sixth-authentication-factor-on-omnitrans-bus-passes/

So I tried to think of a “why” action that couldn’t be classified as “something you do.” But I didn’t think that hard, because I was busy in my day job, and I didn’t really need 6fa in my non-identity consulting work.

Well, that changed. So I’m revisiting the 6fa issue again, and this time I’ve devised a new test in which I visit two buildings over the course of three months. Can the sixth authentication factor truly confirm or deny my identity?

Why am I visiting a corporate office?

For this test, I will examine three instances—one real, two imagined—in which I visited a corporate office associated with a well-known identity verification firm.

No, not THAT firm. By Arne Müseler / http://www.arne-mueseler.com, CC BY-SA 3.0 de, https://commons.wikimedia.org/w/index.php?curid=78985341

As I consider whether I should be authenticated to enter the facility in question, I will use my proposed “why?” factor to measure whether there is a reasonable intent for me to be present, which could determine whether I pass or fail authentication.

Visit number one, April 2023

This visit really happened. One day I presented myself at a corporate office to be authenticated for entry.

If we use my six factors of authentication, should I be allowed in?

Let’s start with the first five factors:

  • Something you know, have, and are. Without disclosing confidential information about the corporate office’s security procedures, I can simply say that I satisfied all three of these factors.
  • Something you do. It is a matter of public record that the corporation that controls this corporate office does not employ active liveness, but instead employs passive liveness. Therefore I can disclose that when visiting this corporate office, I didn’t have to shake my head in one hundred different directions to prove that I was a live person.
  • Somewhere you are. It sounds silly, but let’s ask the question anyway. If I want to physically enter a corporate office, am I at that corporate office? It is possible to detect that my phone is there (something you have), but does that necessarily mean that I am there (something you are)? To simplify things, let’s assert that I passed the “somewhere you are” test, and that I was truly outside of the corporate office, waiting to get in.

Now let’s apply the sixth factor, why/intent/reasonableness. Was there a reason why I was standing outside the office door?

In this case, there was a reason why I was there. I was a member of the Marketing Department, and the entire Marketing Department was gathering for a week-long meeting at the corporate office. So my presence there was legitimate.

Authentication: PASSED.

Visit number two, June 2023

This visit never happened except in my imagination. But would would have occurred if I had presented myself at the corporate office this month?

Let’s start by going through the five authentication factors again.

  • Something you know, have, and are. Without disclosing confidential information, I can simply say that in this instance I would have failed at least one of the three authentication factors. Obviously not the “something you are” factor, since I was still the same person that I was two months previously, but I would have failed at least one of the other two.
  • Something you do. Again, no liveness testing, so “something you do” would not apply.
  • Somewhere you are. Let’s assert that I would have again passed the “somewhere you are” test, and that I was truly outside of the corporate office, waiting to get in.

So I’ve already failed one or two of the five authetication factors, but would I fail the sixth?

Yes, because there was no valid reason for me to enter the corporate office.

Why not?

Because by June 2023 I was no longer an employee, and therefore had no intent or reason to visit the corporate office. I didn’t work there, after all.

(And incidentally, this is why I would have failed one or two of the other authentication factors. Because I was no longer an employee, I no longer knew something and/or had something I needed to enter the office.)

Authentication: FAILED.

Visit number three, June 2023

This visit never happened either, except in my imagionation. Let’s assume all of the facts from visit number two, with one critical exception: I arrived at the corporate office carrying computer equipment.

So how does the authentication process unfold now?

  • Something you know, have, and are. The presence of computer equipment would not have changed these three authentication factors. I still would have passed the “something you are” factor and failed one or both of the other two. (In this instance, computer equipment does not count as “something you have.”)
  • Something you do. Again, no liveness testing, so “something you do” would not apply.
  • Somewhere you are. Let’s assert that I would have again passed the “somewhere you are” test, and that I was truly outside of the corporate office, waiting to get in.

Now let’s turn to the sixth authentication factor. No, I am not a current employee who is usually entitled to visit the corporate office, but my possession of computing equipment introduces a new variable into the why/intent/reasonableness factor.

Why? Because the computer equipment belonged to the company, and in this instance I would have been visiting the corporate office to return the computer equipment to the company.

Authentication: PASSED.

So I guess there IS a sixth authentication factor

And there you have it.

In visits number two and three, all of the standard five authentication factors provided identical results. In both instances:

  • I passed the something you are test.
  • I failed the something you know and/or the something you have test.
  • Something you do was never tested.
  • I passed the somewhere you are test.

But for visit number two authentication failed, while for visit number three authentication passed, solely on the basis of the sixth authentication factor. I had no valid reason to be at the corporate office…except to return the company’s equipment.

So the sixth authentication factor exists in theory, but it will take some work to make it a reality.

By en:User:Cburnett – This W3C-unspecified vector image was created with Inkscape ., CC BY-SA 3.0, https://commons.wikimedia.org/w/index.php?curid=1496812

So now how do I make a ton of money by bringing this sixth authentication factor to market?

As I said over a year ago…

Maybe I should speak to a patent attorney.

From https://bredemarket.com/2022/04/12/the-sixth-factor-of-multi-factor-authentication-you-heard-it-here-first/

Three Reasons Why You Need the Bredemarket 404 Web/Social Media Checkup

I haven’t mentioned my “Bredemarket 404 Web/Social Media Checkup” in years, but we need the service more than ever. In fact, as I mention below, I should probably buy the service for myself.

What is the Bredemarket 404 Web/Social Media Checkup?

Why do I offer the Bredemarket 404 Web/Social Media Checkup? To ensure that your web and social properties are correctly communicating your business benefits and values to prospects and customers.

How do I provide the service? I not only analyze every page on your business website, but also analyze every social media account associated with your business (and, if you choose, your personal social media accounts also).

What do I do? For each social media account and page within each account, Bredemarket checks for these and other items:

  • Broken links
  • Outdated information
  • Other text and image errors
  • Synchronization between the web page and the social media accounts
  • Content synchronization between the web page and the social media accounts
  • Hidden web pages that still exist

Bredemarket then reports the results to you with recommended actions.

Redacted example of one page of a multi-page Bredemarket 404 report.

If requested, Bredemarket prepares a simple social media communications process for you.

Three reasons why you need a web/social media check

If you’re wondering why your business may need such a check, here are three things that I’ve observed over the years that adversely impact your marketing (and, um, my marketing).

Stale, dated material

Designed by Freepik.

Perhaps you wrote the text for your website or your social media page several years ago. And it was great…at the time. But as the months and years pass, the text becomes outdated.

I’ve discussed the problem of non-current content before, giving examples such as sites that mention Windows 7 support long after Microsoft stopped supporting Windows 7. But sadly, I recently ran across another offender, and this time I’m going to name names.

The company who kept stale content online was…Bredemarket.

As some of you know, last week I announced changes in Bredemarket’s scope and business hours. This necessitated some changes on my website.

Then I had to return to this website to make some hurried updates, since my April 2022 prohibition on taking certain types of work is no longer in effect as of June 2023. Hence, my home page, my “What I Do” page, and (obviously) my identity page are all corrected.

From https://bredemarket.com/2023/06/01/updates-updates-updates/

But earlier this week when I was cruising around the site, I noticed a page that I had missed:

From https://bredemarket.com/biometric-content-marketing-expert/ as of the morning of June 8, 2023.

“Biometric content marketing expert” my…(you know what). By the time you read this post, I will hopefully have fixed this. You can check for yourself to make sure I did fix it, and call me out if I didn’t. (Pressure’s on, Johnny.)

Oh, and there are three other pages that mention the words “Saturday morning” (as in booking a Saturday morning meeting with me). I have to fix those also.

WordPress listing of Bredemarket pages that include(d) the words “Saturday morning.”

Heroic sprints, only partially executed

Designed by Freepik.

In addition to stale, dated, material, sometimes the material on your online properties is only partially complete.

Perhaps you’ve worked with organizations that have sudden inspirations and want to implement them NOW.

From https://www.youtube.com/watch?v=rziG2gn-eQ0

So you’re going to mount a heroic sprint to just do it, process be damned. You’re going to steamroll ahead, working nights and weekends, and get the thing done.

And then, bleary-eyed, you get it done.

But you didn’t get all the other stuff done that needed to be completed along with the heroic sprint.

Maybe you completed a heroic sprint to document something on one of your properties…but you completely forgot to document that same thing on another of your properties. So one property mentions six items, while the other one only mentions five. Hopefully your prospect will go to the property that mentions the correct number of items.

If you’re lucky. Authentically lucky.

From https://www.youtube.com/watch?v=38mE6ba3qj8

(As an aside, a company that relies on heroic sprints is only hurting itself and its employees. See this Moira Lethbridge & Toni Collis LinkedIn article, “Why Having Superhuman Expectations Is Killing Your Career.“)

Forgotten online properties

Designed by Freepik.

A third common problem that your company may face is the existence of old online properties that you may have forgotten about.

  • Maybe you established an online property and completely forgot about it. So as you update all of your other online properties, you neglect to update that one. What happens if the only online property your prospect sees is the one you never bother to update?
  • Maybe you established an online property, then established a second one on the same platform. I previously cited an example in which a company established a Twitter account, then established a second one later without letting followers of the first account know. Guess which Twitter account had fewer followers? The new one.

Forgotten online properties result in disjointed views of your firm, and a confusing online presence.

Here’s how to obtain a web/social media check for yourself

Do your website and social media accounts suffer from these inconsistencies and errors?

Would you like an independent person to analyze your online properties and report the issues so you can fix them?

If you need Bredemarket’s services:

Repurposing My Generative AI Suggestions/Rules as a LinkedIn Article

I have published a number of articles (as opposed to posts) on LinkedIn.

Until today, I had never published an article under the name of the Bredemarket Identity Firm Services LinkedIn showcase page. (That’s the green one, if you pay attention to the color coding.)

Since I’m re-establishing Bredemarket’s identity/biometrics credentials, I decided to repurpose my previous Bredemarket blog post “The Temperamental Writer’s Two Suggestions and One Rule for Using Generative AI” as a new LinkedIn article.

From https://www.linkedin.com/pulse/three-ways-i-use-generative-ai-create/

Repurposing is fun, not only because I get to customize the message to a new audience (in this case, specifically to the identity/biometrics crowd rather than the general AI/writing crowd), but also because it gives me a chance to revisit and modify some of the arguments I used or didn’t use in the original post. (For example, I dove into the Samsung AI issue a little more deeply this time around.)

If you want to see my latest take on using generative AI in writing, see the Bredemarket Identity Firm Services LinkedIn article “Three Ways I Use Generative AI to Create Written Content for Identity/Biometrics (and other) Companies.”

And bear in mind that as AI and customer expectations change, I may have to revise it sooner rather than later.

P.S. If you want Bredemarket to create a LinkedIn article for your profile or company page…

Why do print people capture 14 fingerprint impression blocks? Why not 10? Or 20?

In the course of writing something on another blog, I mentioned the following:

You see, my fingerprint experience was primarily rooted in the traditional 14 (yes, 14) fingerprint impression block livescan capture technology used by law enforcement agencies to submit full sets of tenprints to the U.S. Federal Bureau of Investigation (FBI), and state and local agencies that submit to the FBI.

From https://jebredcal.wordpress.com/2023/06/12/when-one-type-of-experience-is-not-enough/

I’d be willing to bet that the vast majority of you have ten fingers.

So why do tenprint livescan devices capture 14 fingerprint impression blocks?

Why 14 fingerprint impression blocks are as good as 20 fingers

It’s important to understand that tenprint livescan devices, which only began to emerge in the 1980s, were originally designed as an electronic way to duplicate the traditional inking process in which ink was placed on arrestees’ fingers, and the ink was transferred to a tenprint fingerprint card.

The criminal fingeprint card (and, with some changes, the applicant fingerprint card) looks something like this:

From Certifix, https://store.certifixlivescan.com/products/criminal-fingerprint-record-card

If you look at the lower half of the front of a fingerprint card, you will see 14 fingerprint impression blocks arranged in 3 rows.

  • The first row is where you place five “rolled” (nail to nail) fingerprints taken from the right hand, starting with the right thumb and ending with the right little finger.
  • The second row is where you place five rolled fingerprints from the left hand, again starting with the thumb and ending with the little finger.

So now you’ve captured ten fingerprints. But you’re not done. You still have to fill four more impression blocks. Here’s how:

Identification flat impressions are taken simultaneously without rolling. These are referred to as plain, slap, or flat impressions. The individual’s right and left four fingers should be captured first, followed by the two thumbs (4-4-2 method).

From https://le.fbi.gov/science-and-lab/biometrics-and-fingerprints/biometrics/recording-legible-fingerprints

To clarify, on the third row, for the large box in the lower left corner of the card, you “slap” all four fingers of the left hand down at the same time. Then you skip over the the large box on the lower right corner of the card and slap all four fingers of the right hand down at the same time. Finally you slap the two thumbs down at the same time, capturing the left thumb in the small middle left box, and the right thumb in the small middle right box.

Well, at least that’s how you do it on a traditional inked card. On a tenprint livescan device, you roll and slap your fingers on the large platen, without worrying (that much) about staying within the lines.

Why 14 fingerprint impression blocks are better than 20 fingers

So by the time you’re done, you’ve filled 14 fingerprint impression blocks by 13 distinct actions (the two slap thumbs are captured simultaneously), and you’ve effectively captured 20 fingerprints.

Why?

Quality control.

Because since every finger should theoretically be captured twice, the slaps can be compared against the rolls to ensure that the fingerprints were captured in the correct order.

Locations of finger 2 (green) and finger 3 (blue) for rolled and slap prints.

If you capture the rolled and slap prints in the correct order, then the right index finger (finger 2) should appear in the green area on the first row as a rolled print, and in the green area on the third row as a slap print. Similarly, the middle finger (finger 3) should appear in the blue areas.

If the green rolled print is NOT the same as the green slap print, or if the blue rolled print is NOT the same as the blue slap print, then you captured the fingerprints in the wrong order.

In the old pre-livescan days of inking, a trained tenprint fingerprint examiner (or someone who pretended to be one) had to look at the prints to ensure that the fingers were captured properly. Now the roll to slap comparisons are all done in software, either at the tenprint livescan device itself, or at the automated fingerprint identification system (AFIS) or the automated biometric identification system (ABIS) that receives the prints.

For a mention of companions to roll-to-slap comparison, as well as a number of other issues regarding fingerprint capture quality, see this 2006 presentation given by Behnam Bavarian, then a Vice President at Motorola.

Slide 4 from https://www.nist.gov/system/files/documents/2016/12/06/bavarianimagequalitypresnistworkshop08march06.pdf

In the 4-4-2 method, groups of prints are captured together, rather than individually. While it is possible to completely mess things up by capturing the left slaps when you are supposed to capture the right slaps, or by twisting your hands in a bizarre manner to capture the thumbs in reverse order, 4-4-2 gives you a reasonable assurance that the slap prints are captured in the correct order, ensuring a proper roll-to-slap comparison.

Well, unless the fingerprints are captured in an unattended fashion, or the police officer capturing the fingerprints is crooked.

But today’s ABIS systems are powerful enough to compare all ten submitted fingers against all ten fingers of every record in an ABIS database, so even if the submitted fingerprints falsely record finger 2 as finger 3, the ABIS will still find the matching print anyway.

Book ’em, Danno.

Book ’em, Danno! By CBS Television – eBay item photo front photo back, Public Domain, https://commons.wikimedia.org/w/index.php?curid=19674714

Why Apple Vision Pro Is a Technological Biometric Advance, but Not a Revolutionary Biometric Event

(Part of the biometric product marketing expert series)

(UPDATE JUNE 24: CORRECTED THE YEAR THAT COVID BEGAN.)

I haven’t said anything publicly about Apple Vision Pro, so it’s time for me to be “how do you do fellow kids” trendy and jump on the bandwagon.

Actually…

It ISN’T time for me to jump on the Apple Vision Pro bandwagon, because while Apple Vision Pro affects the biometric industry, it’s not a REVOLUTIONARY biometric event.

The four revolutionary biometric events in the 21st century

How do I define a “revolutionary biometric event”?

By Alberto Korda – Museo Che Guevara, Havana Cuba, Public Domain, https://commons.wikimedia.org/w/index.php?curid=6816940

I define it as something that completely transforms the biometric industry.

When I mention three of the four revolutionary biometric events in the 21st century, you will understand what I mean.

  • 9/11. After 9/11, orders of biometric devices skyrocketed, and biometrics were incorporated into identity documents such as passports and driver’s licenses. Who knows, maybe someday we’ll actually implement REAL ID in the United States. The latest extension of the REAL ID enforcement date moved it out to May 7, 2025. (Subject to change, of course.)
  • The Boston Marathon bombings, April 2013. After the bombings, the FBI was challenged in managing and analyzing countless hours of video evidence. Companies such as IDEMIA National Security Solutions, MorphoTrak, Motorola, Paravision, Rank One Computing, and many others have tirelessly worked to address this challenge, while ensuring that facial recognition results accurately identify perpetrators while protecting the privacy of others in the video feeds.
  • COVID-19, spring 2020 and beyond. COVID accelerated changes that were already taking place in the biometric industry. COVID prioritized mobile, remote, and contactless interactions and forced businesses to address issues that were not as critical previously, such as liveness detection.

These three are cataclysmic world events that had a profound impact on biometrics. The fourth one, which occurred after the Boston Marathon bombings but before COVID, was…an introduction of a product feature.

From Apple, https://support.apple.com/en-us/HT201371
  • Touch ID, September 2013. When Apple introduced the iPhone 5s, it also introduced a new way to log in to the device. Rather than entering a passcode, iPhone 5S users could just use their finger to log in. The technical accomplishment was dwarfed by the legitimacy that this brought to using fingerprints for identification. Before 2013, attempts to implement fingerprint verification for benefits recipients were resisted because fingerprinting was something that criminals did. After September 2013, fingerprinting was something that the cool Apple kids did. The biometric industry changed overnight.

Of course, Apple followed Touch ID with Face ID, with adherents of the competing biometric modalities sparring over which was better. But Face ID wouldn’t have been accepted as widely if Touch ID hadn’t paved the way.

So why hasn’t iris verification taken off?

Iris verification has been around for decades (I remember Iridian before L-1; it’s now part of IDEMIA), but iris verification is nowhere near as popular in the general population as finger and face verification. There are two reasons for this:

  • Compared to other biometrics, irises are hard to capture. To capture a fingerprint, you can lay your finger on a capture device, or “slap” your four fingers on a capture device, or even “wave” your fingers across a capture device. Faces are even easier to capture; while older face capture systems required you to stand close to the camera, modern face devices can capture your face as you are walking by the camera, or even if you are some distance from the camera.
  • Compared to other biometrics, irises are expensive to capture. Many years ago, my then-employer developed a technological marvel, an iris capture device that could accurately capture irises for people of any height. Unfortunately, the technological marvel cost thousands upon thousands of dollars, and no customers were going to use it when they could acquire fingerprint and face capture devices that were much less costly.

So while people rushed to implement finger and face capture on phones and other devices, iris capture was reserved for narrow verticals that required iris accuracy.

With one exception. Samsung incorporated Princeton Identity technology into its Samsung Galaxy S8 in 2017. But the iris security was breached by a “dummy eye” just a month later, in the same way that gummy fingers and face masks have defeated other biometric technologies. (This is why liveness detection is so important.) While Samsung continues to sell iris verification today, it hadn’t been adopted by Apple and therefore wasn’t cool.

Until now.

About the Apple Vision Pro and Optic ID

From Apple, https://www.apple.com/apple-vision-pro/

The Apple Vision Pro is not the first headset that was ever created, but the iPhone wasn’t the first smartphone either. And coming late to the game doesn’t matter. Apple’s visibility among trendsetters ensures that when Apple releases something, people take notice.

And when all of us heard about Vision Pro, one of the things that Apple shared about it was its verification technique. Not Touch ID or Face ID, but Optic ID. (I like naming consistency.)

From Apple, https://www.apple.com/105/media/us/apple-vision-pro/2023/7e268c13-eb22-493d-a860-f0637bacb569/anim/drawer-privacy-optic-id/large.mp4

According to Apple, Optic ID works by analyzing a user’s iris through LED light exposure and then comparing it with an enrolled Optic ID stored on the device’s Secure Enclave….Optic ID will be used for everything from unlocking Vision Pro to using Apple Pay in your own headspace.

From The Verge, https://www.theverge.com/2023/6/5/23750147/apple-optic-id-vision-pro-iris-biometrics

So why did Apple incorporate Optic ID on this device and not the others?

There are multiple reasons, but one key reason is that the Vision Pro retails for US$3,499, which makes it easier for Apple to justify the cost of the iris components.

But the high price of the Vision Pro comes at…a price

However, that high price is also the reason why the Vision Pro is not going to revolutionize the biometric industry. CNET admitted that the Vision Pro is a niche item:

At $3,499, Apple’s Vision Pro costs more than three weeks worth of pay for the average American, according to Bureau of Labor Statistics data. It’s also significantly more expensive than rival devices like the upcoming $500 Meta Quest 3, $550 Sony PlayStation VR 2 and even the $1,000 Meta Quest Pro. 

From CNET, https://www.cnet.com/tech/computing/why-apple-vision-pros-3500-price-makes-more-sense-than-you-think/

Now CNET did go on to say the following:

With Vision Pro, Apple is trying to establish what it believes will be the next major evolution of the personal computer. That’s a bigger goal than selling millions of units on launch day, and a shift like that doesn’t happen overnight, no matter what the price is. The version of Vision Pro that Apple launches next year likely isn’t the one that most people will buy.

From CNET, https://www.cnet.com/tech/computing/why-apple-vision-pros-3500-price-makes-more-sense-than-you-think/

Certainly Vision Pro and Optic ID have the potential to revolutionize the computing industry…in the long term. And as that happens, the use of iris biometrics will become more popular with the general public…in the long term.

But not today. You’ll have to wait a little longer for the next biometric revolution. And hopefully it won’t be a catastrophic event like three of the previous revolutions.

How Soon Will I Have to Change My Temperamental Writer Generative AI Suggestions/Rule?

From https://twitter.com/jebredcal/status/1667597611619192833?s=46&t=ye3fFEJBNKSiV7FWcogPmg

Repurposing from Instagram for wider reach…

I recently published “The Temperamental Writer’s Two Suggestions and One Rule for Using Generative AI.” If you didn’t read it, the three ways I use generative AI are as follows:

  1. (Suggestion) A human should always write the first draft.
  2. (Suggestion) Only feed bits to the generative AI tool.
  3. (Rule) Don’t share confidential information with the tool.

If content consumers expect created content within 5 minutes, will i have to change my suggestions/rule a year from now?

A month from now?

The Temperamental Writer’s Two Suggestions and One Rule for Using Generative AI
From https://bredemarket.com/2023/06/05/the-temperamental-writers-two-suggestions-and-one-rule-for-using-generative-ai/
From https://twitter.com/jebredcal/status/1667597611619192833?s=46&t=ye3fFEJBNKSiV7FWcogPmg