Why Generic Pablum is Critical for Your Company—Critically Bad

(Imagen 4)

I spend a lot of time on LinkedIn and therefore endure the regular assault from the so-called LinkedIn “experts.”

You know them. 

  • The people who get all bent out of shape over this character—because it’s certain proof that you use “ChatGPT” (because there is no other generative AI tool) because no human ever uses em dashes.
  • And then in the next breath the LinkedIn “experts” slam people who don’t use “ChatGPT” to increase productivity. For example, jobseekers should use “ChatGPT” to “beat the ATS,” automatically fine-tune their resumes for every individual application, and apply to thousands of positions.
  • Oh, but the LinkedIn “experts” say you shouldn’t spray and pray. Tap into the hidden job market via our members-only gated website.

But that’s not the worst thing they say.

Formulate Safe Generic Pablum

When they’re not commanding you to avoid the em dash, the LinkedIn “experts” remind us that LinkedIn is a professional network. And that our communications must be professional.

  • No cat pictures.
  • No “life sucks” posts.
  • Nothing that would cause anyone any offense.

The ideal personal communication is this: “I am thrilled and excited to announce my CJIS certification!” 

The ideal business communication is this:

Yes, the “experts” wish that businesses said nothing at all. But if they do say something, a statement like this optimizes outcomes: “WidgetCorp is dedicated to bettering the technology ecosystem.”

Such a statement is especially effective if all your competitors are saying the same thing. This unity of messaging positions you as an industry leader.

Which enables you to…argh, I can’t do this any more. I am hating myself more and more with each word I type. Can I throw up now? This is emotionally painful.

Derek Hughes just sent me an email that describes this generic pablum. It read, in part:

“Everything reads like it was written by a robot on decaf.

“Same recycled tips. Same recycled tone. Somehow, it’s all… grey.”

Obliterate Safe Generic Pablum

If your company wants conversions—and I assume that you do—avoid the generic pablum and say something. 

This will bring your hungry people (target audience) to you.

And for the prospects that despise humanness and glory in generic pablum…if their focus is elsewhere, your focus won’t impede. Let them roam in the distance.

In the distance.

That’s Not Your Job

(Imagen 4)

If you are a jobseeker on LinkedIn, you have probably seen people claim to be recruiters from well-known companies, when in truth they are nothing of the kind.

Faking your employer has existed for a long time. Just ask the Delaware State Police, who for some reason isn’t keen on people who impersonate police officers.

“[A] 23-year-old man from Laurel, Delaware…reported that he had been driving eastbound on Nine Foot Road, east of Laurel Road, when a white Dodge Magnum with Arizona registration pulled behind him and activated flashing red and blue lights. As the victim began to pull over, the Dodge passed him and continued driving.”

Because Arizona police officers patrol Delaware all the time.

The 23 year old was rightfully concerned, called 911, reported the incident, and described the vehicle. But that wasn’t the end of it.

“Shortly after, the driver of the Dodge pulled up next to the victim and verbally confronted him. The victim did not engage, and the suspect eventually fled the scene.”

After an investigation, the Delaware State Police arrested Blayden Rose of Selbyville, Delaware, for impersonating a police officer. 

The real Blayden Rose, courtesy the Delaware State Police. The police like to take pictures of special people.

Rose may or may not be a handyman, and his connection to Arizona is unknown. But at least in Delaware, flashing lights are generally prohibited on non-emergency vehicles.

Not sure if Rose can get off on a technicality (“I wasn’t claiming to be a cop, I was just doing a strobe show”), but it reminds us that we have to trust, but verify.

Is Your Organization (Not) Managing Your Identity Proofing Vendors?

Today I’m doing something different.

  • Normally these blog posts are addressed to Bredemarket’s PROSPECTS, the vendors who provide solutions that use biometrics or other technology. Such as identity proofing solutions.
  • But I’ve targeted this post for another audience, the organizations that BUY biometrics and technology solutions such as identity proofing solutions. Who knows? Perhaps they can use Bredemarket’s content-proposal-analysis services also. Later I will explain why you should use Bredemarket, and how you can use Bredemarket.

So if you are with an organization that SELLS identity proofing solutions, you can stop reading now. You don’t want to know what I am about to tell your prospects…or do you?

But if you BUY identity proofing, read on for some helpful expert advice from the biometric product marketing expert.

Managing an identity proofing solution

When you buy an identity proofing solution, you take on many responsibilities. While your vendor may be able to help, the ultimate responsibility remains with you.

Here are some questions you must answer:

  • What are your business goals for the project? Do you want to confirm 99.9% of all identities? Do you want to reduce fraudulent charges below $10 million? How will you measure this?
  • What are your technology goals for the project? What is your desired balance between false positives and false negatives? How will you measure this?
  • How will the project achieve legal compliance? What privacy requirements apply to your end users—even if they live outside your legal jurisdiction? Are you obtaining the required consents? Can you delete end user data upon request? Are you prepared if an Illinois lawyer sues you? Do you like prison food?
  • What about artificial intelligence? Your vendor probably uses some form of artificial intelligence. What form? What does this mean for you? Again, do you like prison food?

Again…are you ready?

GAO, IRS, and DOA

So how do other organizations manage identity proofing solutions? According to Biometric Update, not well.

A new Government Accountability Office (GAO) audit found the Internal Revenue Service (IRS) has not exercised sufficient oversight of its digital identity-proofing program…

As many of you know, the IRS’ identity proofing vendor is ID.me. The GAO didn’t find any fault with ID.me. And frankly, it couldn’t…because according to the GAO, the IRS’ management of ID.me was found to be deficient.

“IRS was unable to show it had measurable goals and objectives for the program. IRS receives performance data from the vendor but did not show it independently identified outcomes it is seeking. IRS also has not shown documented procedures to routinely evaluate credential service providers’ performance. Without stronger performance reviews, IRS is hindered in its ability to take corrective actions as needed.

“ID.me acknowledges that its identity-proofing process involves the use of artificial intelligence (AI) technologies. However, IRS has not documented these uses in its AI inventory or taken steps to comply with its own AI oversight policies. Doing so would provide greater assurance that taxpayers’ rights are protected and that the technologies are accurate, reliable, effective, and transparent.”

So while ID.me meets the IRS’ key requirement of Identity Assurance Level 2 (IAL 2) compliance, is it performing well? The IRS needs to define what “performing well” means.

You would think the IRS had a process for this…but apparently it doesn’t.

Dead on arrival (DOA).

But I’m not the IRS!

I’ll grant that you’re not the IRS. But is your identity proofing program management better…or worse?

Do you know what questions to ask?

Let Bredemarket ask you some questions. Perhaps these can help you create relevant external and internal content (I’ve created over 22 types of content), manage an RFP proposal process, or analyze your industry, company, or competitors.

Let’s set up a free 30-minute consultation to assess your needs.

CPA

Blog Fast

Do you want to say something NOW?

Did you just get a strange email and want to talk about it NOW?

Blogs help you do that.

But how quickly?

On June 3 I received a strange email at 9:20 pm and blogged about it before 11:10 pm. To date that quickie post has enjoyed over 300 impressions on WordPress alone, and reactions there and on LinkedIn. Pretty good for a post that took less than two hours of work, including research.

Your mileage may vary depending upon your organization.

  • If you’re a solopreneur like me, you can get a blog out in minutes in an emergency.
  • If you’re a corporation it may take longer, but even if your process requires two drafts and approvals you can get something out within a week. Faster in an emergency.

Work with a blogger who provides both strategic and tactical experience to get your message out quickly.

Work with Bredemarket. Click below to set up a meeting.

CPA

When Robocars Eliminate Identity

From the Department of Unintended Consequences: different countries approach identity proofing in different ways. But what happens when the underlying assumptions disappear and make some identity proofing methods obsolete?

Identity proofing in the United States

In the United States, the primary public identity document for citizens and non-citizens is the driver’s license. These government identity documents, issued by individual states and territories, satisfy a variety of uses, including driving, buying alcohol, boarding a plane or entering a federal facility (eventually), or purchasing something.

There are two other common identity documents in the United States:

  • The passport. But not everybody has one.
  • The Social Security card. But this is like your underwear; you don’t show it to everybody.

So our de facto identity card in this country is the driver’s license, or an equivalent ID document issued by a motor vehicle agency. Even though driver’s licenses are used for a ton of purposes that have nothing to do with driving, the entire ecosystem for these IDs is driven by the needs of drivers.

Which is a smart idea, because just about everybody needs a driver’s license.

Right?

What I’m reading

I read a number of WordPress blogs, and one of the ones that I read has the title “The Last Driver License Holder…“

The abstract for the blog completes the sentence and clarifies it.

“…is already born. How Waymo, Tesla, Zoox & Co will change our automotive society and make mobility safer, more affordable and accessible in urban as well as rural areas.”

It’s certainly a provocative statement, especially if you’re a recent college graduate who just joined the California DMV and thought you were set for life. You’re not.

Even if the author’s conclusion is a complete exaggeration, we need to entertain the possibility that driverless automobiles may eventually improve so much that people won’t even need a driver’s license, except for the cranky few that want them.

Assume that the majority of people own driverless cars at some point in the future, and that these support complete automation with no driver intervention. Imagine the ripple effects:

  • The government motor vehicle agencies, who will be more than busy certifying the road worthiness of new automobiles, will start wondering why they are spending so much time issuing these IDs that no one uses.
  • Other agencies at the state and federal level, eager to expand their operations and budgets, will start asking why the motor vehicle agencies are the ones in charge of IDs, and why they should be providing IDs instead.
  • While the agencies fight this out, private companies that provide adult services such as alcohol, prostitution, pornography, and buying gardening implements will have to figure out how to ensure their customers are old enough for these services. Perhaps they will be forced to turn to age estimation because the person at the counter never bothered to get a driver’s license.

So now half the people don’t bother to get IDs, yet they still need IDs.

Now what?

Graber Olives and Arteco Partners

So I attended the previously announced meeting and learned that Graber Olives is reopening, in a partnership between Arteco Partners and the Graber family. If all goes well, harvesting and canning will take place at the end of this year (2025), with events following next year (2026) in a new indoor event hall and a wine bar.

And if one little kid is lucky, an Easter egg hunt.

As Bredemarket readers already know, it was rumored and then confirmed that the property was up for sale in 2024 after a bad 2023 Olive harvest. But the Graber family didn’t find someone suitable until Jerry and Nancy Tessier of Arteco Partners came along.

The only sour, um, grapes were shared by a woman who loudly and repeatedly complained about the AMPLIFIERS at prior pre-COVID outdoor events. Hopefully an indoor facility will mitigate this.

Oh, and Graber Olives may not make it back into your local Stater Brothers. But you will be able to buy them on 4th Street, online, and probably in specialty stores.

See the reel below.

Graber Olives and Arteco Partners.

No Chips in Rancho Any More

(Not real. Imagen 4.)

I have not lived in the Inland Empire as long as my in laws have, but I recognize the gravity of this announcement all the same. From KTLA:

“A Frito-Lay manufacturing plant in Rancho Cucamonga has stopped production after more than 50 years in operation, and potentially hundreds of workers are now looking for new jobs.

“On Monday, a spokesperson for PepsiCo Foods U.S., the parent company of Frito-Lay, confirmed that manufacturing operations at the Rancho Cucamonga facility have ended.”

The facility will not close entirely. Warehouse and distribution/fleet/transportation operations will continue.

In (hopefully) happier news, we are less than two hours away from the Graber announcement.

What is “Know Your Business” (KYB)?

I run in circles that use the acronym KYB, or “Know Your Business.” But I realize that many of you don’t use this acronym every day, so I thought I would explain it.

Let’s say that you encounter a business such as ByteDance or HiveLLM or Lorem Ipsum and you want to know more about it.

There are good reasons to understand a business before engaging with it.

“As financial institutions and other businesses have known for years, there are services such as “Know Your Customer” and “Know Your Business” that organizations can use. 

“KYC and KYB let companies make sure they’re dealing with real people, and that the business is legitimate and not a front for another company—or for a drug cartel or terrorist organization.”

Even if you’re not dealing with extremist terrorists, you may want to have a better understanding of where the business is and/or who runs the business. Remembering that the legal owner of the business may not be the one who is actually operating it. For example, the Mob Museum documents the original ownership of the late Tropicana Hotel in Las Vegas:

“Miami hotelier Ben Jaffe (part owner of the Fontainebleau in Miami Beach) owned the land on which the casino would sit, but Conquistador Inc. would build and operate the resort.

“It just so happened that Conquistador’s owner, “Dandy” Phil Kastel, had a long and fruitful partnership with Frank Costello, perhaps the nation’s most infamous gangster in the spring of 1957…. And it almost goes without saying that most ‘Miami hotel men’ who came to Las Vegas in this era were more than familiar with Meyer Lansky, another famous gangland name.”

Unfortunately for Costello, people soon knew HIS business:

“On May 2, 1957, while entering a New York apartment building, Costello was shot and wounded by Vincent “the Chin” Gigante on orders from rival Mafia boss Vito Genovese. Written on a piece of paper found by police inside Costello’s coat pocket was the exact gross win from the Tropicana as of April 27, 1957 — $651,284, less $153,745 in markers (loans to players), with the proceeds from slot machines at $62,844. The note mentioned $30,000 for “L” and $9,000 for “H,” likely money to be skimmed on behalf of Costello’s underworld partner Meyer Lansky and perhaps for Mob-connected Teamsters union boss James Hoffa. It was a big national news story.”

It’s best to know your business BEFORE it’s splashed all over the media.