Tag Archives: biometric product marketing expert

If the World is Flat

(Part of the biometric product marketing expert series)

(August 1, 2025: image img_2522-1.jpg and video flat2412a-1_mp4_hd_1080p.original.jpg?h=1378 removed by request)

(also deleted related content on Bluesky, Facebook, LinkedIn, TikTok personal, and YouTube)

If the world is flat…

…there’s no need to look beyond the horizon.

…only the current quarter counts.

If you want to survive…

…think beyond the current quarter.

…invest in the long term.

…invest in product marketing.

…invest in a product marketer.

John E. Bredehoft on LinkedIn: LINK

I’m seeking a Senior Product Marketing Manager role in software (biometrics, government IDs, geolocation, identity and access management, cybersecurity, health) as an individual contributor on a collaborative team.

Key Accomplishments

  • Product launches (Confidential software product, Know Your Business offering, Morpho Video Investigator, MorphoBIS Cloud, Printrak BIS, Omnitrak).
  • Multiple enablement, competitive analysis, and strategy efforts.
  • Exploration of growth markets.

Multiple technologies.

Multiple industries.

Over 22 types of content.

Currently available for full-time employment or consulting work (Bredemarket).

More details on the latter at Bredemarket’s “CPA” page.

Zip Code: The Factor of Disqualification

Not enough attention is paid to the critical importance of zip codes for U.S. tech product marketing job applicants. Identity experts know that geolocation can serve as one of the five factors of authentication. But geolocation (via zip code) can also serve as a factor of disqualification.

This video doesn’t directly have to do with Bredemarket—my clients ARE remote-friendly—but since it involves my status as a biometric product marketing expert I thought I’d share it here.

For more detail, see my LinkedIn post from earlier this morning.

Zip code (from a “91” person).

Educating the Fake Abbott Salesperson

A salesperson from Abbott just contacted me via LinkedIn InMail.

Well, she CLAIMED to be from Abbott. I’m not sure.

Anyway, she said she wanted to “get to know each other” because we are “in the same industry.”

Rather than dismissing the InMail out of hand as a #fraud #scam attempt with a #fakefakefake identity, I embraced the opportunity of a teachable moment and shared Bredemarket’s 2021 post on the difference between biometrics and biometrics. Excerpt:

In my circles, people generally understand ‘biometrics’ to refer to one of several ways to identify an individual.

But for the folks at Merriam-Webster, this is only a secondary definition of the word “biometrics.” From their perspective, biometrics is primarily biometry, which can refer to “the statistical analysis of biological observations and phenomena” or to “measurement (as by ultrasound or MRI) of living tissue or bodily structures.” In other words, someone’s health, not someone’s identity.

Fun fact: if you go to the International Biometric Society and ask it for its opinion on the most recent FRVT 1:N tests, it won’t have an answer for you.

Yeah, “FRVT.” Told you I wrote it in 2021, before the great renaming.

So Abbott salespeople, real or imagined, won’t be interested in what I’ve been doing for the last 30 years. ‘Cause you know sometimes words have two meanings.

But those of you who use biometrics (and other factors) for individualization WILL be interested. Click on the image to find out more.

Drive content results with Bredemarket Identity Firm Services.
Drive content results with Bredemarket Identity Firm Services.

Always Trust Anyone Over 30

I shouldn’t be telling you this, but…

…well, you’ll have to watch the video for my deep dark secret.

Thirty.

Contact me if I can help with the product marketing for your identity/biometric company.

#biometricproductmarketingexpert 

#id30and9 

My LinkedIn profile: https://www.linkedin.com/in/jbredehoft

Proven

This video is, in marcom words, “for immediate release.”

Proven.

It was fun to convert my Never Search Alone “candidate-market fit” text statement into a video with AI-generated music.

The text version:

“Proven Senior Product Marketing Manager who drives growth. Expert in identity/biometrics. Seeking an individual contributor role on a co-creative team delivering exceptional business results.”

Except that’s not the COMPLETE version. 

To see the full version, you’ll have to watch the video. Then you will know why I had to change one of my hashtags this month.

#biometricproductmarketingexpert 

#id30and9 

My LinkedIn profile: https://www.linkedin.com/in/jbredehoft

Go-to-Market Partners

The next paragraph is inaccurate.

Go-to-market initiatives have ONLY two audiences: the external prospects who are the hungry people (hopefully) wanting the product, and the internal staff in the company who deliver the product.

You know who I forgot? The partners. 

Such as the very important partner for MorphoTrak’s Morpho Cloud back in 2015:

“Morpho worked with Microsoft Corporation to develop a cloud service for Morpho’s flagship Biometric Identification Solution (MorphoBIS). Morpho Cloud is hosted on Microsoft Azure Government, the cloud platform with a contractual commitment to support several U.S. government standards for data security, including the FBI’s CJIS Security Policy. Backed by the Microsoft Azure Government platform, Morpho Cloud complies with the stringent security standards for storage, transmission, monitoring, and recovery of digital information.”

When Names Infringe (Biometric Products Coming to America)

Then there was the time I was performing U.S. go-to-market activities for a global identity/biometric offering.

The product marketing launch went great…

…until the home office received a communication from a competitor.

A competitor with a previously existing product with a name VERY similar to that of our subsequently launched solution.

Oops. 

We definitely made a mistake by not thoroughly checking the name.

Of course, with the way that some companies want to imitate the things their competitors do, I’m sure some firms perform this intentionally, rather than accidentally.

(McDowell’s 2017 West Hollywood pop-up image from Buzzfeed, https://www.buzzfeed.com/morganshanahan/we-went-to-a-real-life-mcdowells-from-coming-to-america-and)

In Case You Missed My Incessant “Biometric Product Marketing Expert” Promotion

Biometric product marketing expert.

Modalities: Finger, face, iris, voice, DNA.

Plus other factors: IDs, data.

John E. Bredehoft has worked for Incode, IDEMIA, MorphoTrak, Motorola, Printrak, and a host of Bredemarket clients.

(Some images AI-generated by Google Gemini.)

Biometric product marketing expert.

Friction Is Bad

(NOT part of the biometric product marketing expert series)

Friction is bad.

I know some people think that friction is good, because if you tolerate the friction to get to the thing, then you must really want it.

But more often than not, friction is bad.

Which is why when I create a reel, I try to post the native reel in all places where appropriate.

Take my most recent 8 second “biometric product marketing expert” reel.

But you don’t have to leave this blog post to see the original reel.

See how easy a frictionless experience can be?

More here.

Biometric Product Marketing Expert.

Biometric Product Marketers, BIPA Remains Unaltered

(Part of the biometric product marketing expert series)

You may remember the May hoopla regarding amendments to Illinois’ Biometric Information Privacy Act (BIPA). These amendments do not eliminate the long-standing law, but lessen its damage to offending companies.

Back on May 29, Fox Rothschild explained the timeline:

The General Assembly is expected to send the bill to Illinois Governor JB Pritzker within 30 days. Gov. Pritzker will then have 60 days to sign it into law. It will be immediately effective.

According to the Illinois General Assembly website, the Senate sent the bill to the Governor on June 14.

While the BIPA amendment has passed the Illinois House and Senate and was sent to the Governor, there is no indication that he has signed the bill into law within the 60-day timeframe.

So BIPA 1.0 is still in effect.

As Photomyne found out:

A proposed class action claims Photomyne, the developer of several photo-editing apps, has violated an Illinois privacy law by collecting, storing and using residents’ facial scans without authorization….

The lawsuit contends that the app developer has breached the BIPA’s clear requirements by failing to notify Illinois users of its biometric data collection practices and inform them how long and for what purpose the information will be stored and used.

In addition, the suit claims the company has unlawfully failed to establish public guidelines that detail its data retention and destruction policies.

From https://www.classaction.org/media/planos-v-photomyne-inc_1.pdf.
From https://www.instagram.com/p/C7ZWA9NxUur/.