It discussed both large language models and large multimodal models. In this case “multimodal” is used in a way that I normally DON’T use it, namely to refer to the different modes in which humans interact (text, images, sounds, videos). Of course, I gravitated to a discussion in which an image of a person’s face was one of the modes.
In this post I will look at LMMs…and I will also look at LMMs. There’s a difference. And a ton of power when LMMs and LMMs work together for the common good.
When Google announced its Gemini series of AI models, it made a big deal about how they were “natively multimodal.” Instead of having different modules tacked on to give the appearance of multimodality, they were apparently trained from the start to be able to handle text, images, audio, video, and more.
Other AI models are starting to function in a TRULY multimodal way, rather than using separate models to handle the different modes.
So now that we know that LLMs are large multimodal models, we need to…
…um, wait a minute…
Introducing the Large Medical Model (LMM)
It turns out that the health people have a DIFFERENT definition of the acronym LMM. Rather than using it to refer to a large multimodal model, they refer to a large MEDICAL model.
Our first of a kind Large Medical Model or LMM for short is a type of machine learning model that is specifically designed for healthcare and medical purposes. It is trained on a large dataset of medical records, claims, and other healthcare information including ICD, CPT, RxNorm, Claim Approvals/Denials, price and cost information, etc.
I don’t think I’m stepping out on a limb if I state that medical records cannot be classified as “natural” language. So the GenHealth.AI model is trained specifically on those attributes found in medical records, and not on people hemming and hawing and asking what a Pekingese dog looks like.
But there is still more work to do.
What about the LMM that is also an LMM?
Unless I’m missing something, the Large Medical Model described above is designed to work with only one mode of data, textual data.
But what if the Large Medical Model were also a Large Multimodal Model?
Rather than converting a medical professional’s voice notes to text, the LMM-LMM would work directly with the voice data. This could lead to increased accuracy: compare the tone of voice of an offhand comment “This doesn’t look good” with the tone of voice of a shocked comment “This doesn’t look good.” They appear the same when reduced to text format, but the original voice data conveys significant differences.
Rather than just using the textual codes associated with an X-ray, the LMM-LMM would read the X-ray itself. If the image model has adequate training, it will again pick up subtleties in the X-ray data that are not present when the data is reduced to a single medical code.
In short, the LMM-LMM (large medical model-large multimodal model) would accept ALL the medical outputs: text, voice, image, video, biometric readings, and everything else. And the LMM-LMM would deal with all of it natively, increasing the speed and accuracy of healthcare by removing the need to convert everything to textual codes.
A tall order, but imagine how healthcare would be revolutionized if you didn’t have to convert everything into text format to get things done. And if you could use the actual image, video, audio, or other data rather than someone’s textual summation of it.
Obviously you’d need a ton of training data to develop an LMM-LMM that could perform all these tasks. And you’d have to obtain the training data in a way that conforms to privacy requirements: in this case protected health information (PHI) requirements such as HIPAA requirements.
But if someone successfully pulls this off, the benefits are enormous.
You’ve come a long way, baby.
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.
Before you can fully understand the difference between personally identifiable information (PII) and protected health information (PHI), you need to understand the difference between biometrics and…biometrics. (You know sometimes words have two meanings.)
Designed by Google Gemini.
The definitions of biometrics
To address the difference between biometrics and biometrics, I’ll refer to something I wrote over two years ago, in late 2021. In that post, I quoted two paragraphs from the International Biometric Society that illustrated the difference.
Since the IBS has altered these paragraphs in the intervening years, I will quote from the latest version.
The terms “Biometrics” and “Biometry” have been used since early in the 20th century to refer to the field of development of statistical and mathematical methods applicable to data analysis problems in the biological sciences.
Statistical methods for the analysis of data from agricultural field experiments to compare the yields of different varieties of wheat, for the analysis of data from human clinical trials evaluating the relative effectiveness of competing therapies for disease, or for the analysis of data from environmental studies on the effects of air or water pollution on the appearance of human disease in a region or country are all examples of problems that would fall under the umbrella of “Biometrics” as the term has been historically used….
The term “Biometrics” has also been used to refer to the field of technology devoted to the identification of individuals using biological traits, such as those based on retinal or iris scanning, fingerprints, or face recognition. Neither the journal “Biometrics” nor the International Biometric Society is engaged in research, marketing, or reporting related to this technology. Likewise, the editors and staff of the journal are not knowledgeable in this area.
In brief, what I call “broad biometrics” refers to analyzing biological sciences data, ranging from crop yields to heart rates. Contrast this with what I call “narrow biometrics,” which (usually) refers only to human beings, and only to those characteristics that identify human beings, such as the ridges on a fingerprint.
The definition of “personally identifiable information” (PII)
Information that can be used to distinguish or trace an individual’s identity, either alone or when combined with other information that is linked or linkable to a specific individual.
Note the key words “alone or when combined.” The ten numbers “909 867 5309” are not sufficient to identify an individual alone, but can identify someone when combined with information from another source, such as a telephone book.
What types of information can be combined to identify a person? The U.S. Department of Defense’s Privacy, Civil Liberties, and Freedom of Information Directorate provides multifarious examples of PII, including:
Social Security Number.
Passport number.
Driver’s license number.
Taxpayer identification number.
Patient identification number.
Financial account number.
Credit card number.
Personal address.
Personal telephone number.
Photographic image of a face.
X-rays.
Fingerprints.
Retina scan.
Voice signature.
Facial geometry.
Date of birth.
Place of birth.
Race.
Religion.
Geographical indicators.
Employment information.
Medical information.
Education information.
Financial information.
Now you may ask yourself, “How can I identify someone by a non-unique birthdate? A lot of people were born on the same day!”
But the combination of information is powerful, as researchers discovered in a 2015 study cited by the New York Times.
In the study, titled “Unique in the Shopping Mall: On the Reidentifiability of Credit Card Metadata,” a group of data scientists analyzed credit card transactions made by 1.1 million people in 10,000 stores over a three-month period. The data set contained details including the date of each transaction, amount charged and name of the store.
Although the information had been “anonymized” by removing personal details like names and account numbers, the uniqueness of people’s behavior made it easy to single them out.
In fact, knowing just four random pieces of information was enough to reidentify 90 percent of the shoppers as unique individuals and to uncover their records, researchers calculated. And that uniqueness of behavior — or “unicity,” as the researchers termed it — combined with publicly available information, like Instagram or Twitter posts, could make it possible to reidentify people’s records by name.
Now biometrics only form part of the multifarious list of data cited above, but clearly biometric data can be combined with other data to identify someone. An easy example is taking security camera footage of the face of a person walking into a store, and combining that data with the same face taken from a database of driver’s license holders. In some jurisdictions, some entities are legally permitted to combine this data, while others are legally prohibited from doing so. (A few do it anyway. But I digress.)
Because narrow biometric data used for identification, such as fingerprint ridges, can be combined with other data to personally identify an individual, organizations that process biometric data must undertake strict safeguards to protect that data. If personally identifiable information (PII) is not adequately guarded, people could be subject to fraud and other harms.
The definition of “protected health information” (PHI)
Protected Health Information. The Privacy Rule protects all “individually identifiable health information” held or transmitted by a covered entity or its business associate, in any form or media, whether electronic, paper, or oral. The Privacy Rule calls this information “protected health information (PHI).”12
“Individually identifiable health information” is information, including demographic data, that relates to:
the individual’s past, present or future physical or mental health or condition,
the provision of health care to the individual, or
the past, present, or future payment for the provision of health care to the individual,
and that identifies the individual or for which there is a reasonable basis to believe it can be used to identify the individual.13 Individually identifiable health information includes many common identifiers (e.g., name, address, birth date, Social Security Number).
The Privacy Rule excludes from protected health information employment records that a covered entity maintains in its capacity as an employer and education and certain other records subject to, or defined in, the Family Educational Rights and Privacy Act, 20 U.S.C. §1232g.
Now there’s obviously an overlap between personally identifiable information (PII) and protected health information (PHI). For example, names, dates of birth, and Social Security Numbers fall into both categories. But I want to highlight two things are are explicitly mentioned as PHI that aren’t usually cited as PII.
Physical or mental health data. This could include information that a medical professional captures from a patient, including biometric (broad biometric) information such as heart rate or blood pressure.
Health care provided to an individual. This not only includes written information such as prescriptions, but oral information (“take two aspirin and call my chatbot in the morning”). Yes, chatbot. Deal with it. Dr. Marcus Welby and his staff retired a long time ago.
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
Because broad biometric data used for analysis, such as heart rates, can be combined with other data to personally identify an individual, organizations that process biometric data must undertake strict safeguards to protect that data. If protected health information (PHI) is not adequately guarded, people could be subject to fraud and other harms.
Simple, isn’t it?
Actually, the parallels between identity/biometrics and healthcare have fascinated me for decades, since the dedicated hardware to capture identity/biometric data is often similar to the dedicated hardware to capture health data. And now that we’re moving away from dedicated hardware to multi-purpose hardware such as smartphones, the parallels are even more fascinating.
Some firms make claims and don’t support them, while others support their claims with quantified benefits. But does quantifying help or harm the firms that do it? This pudding post answers this question…and then twists toward the identity/biometrics market at the end.
The “me too” players in the GCP market
Whoops.
In that heading above, I made a huge mistake by introducing an acronym without explaining it. So I’d better correct my error.
GCP stands for Glowing Carbonated Pudding.
I can’t assume that you already knew this acronym, because I just made it up. But I can assure you that the GCP market is a huge market…at least in my brain. All the non-existent kids love the scientifically advanced and maximally cool pudding that glows in the dark and has tiny bubbles in it.
Glowing Carbonated Pudding. Designed by Google Bard. Yeah, Google Bard creates images now.
Now if you had studied this non-existent market like I have, you’ll realize from the outset that most of the players don’t really differentiate their offerings. Here are a few examples of firms with poor product marketing:
Jane Spain GCP: “Trust us to provide good GCP.”
Betty Brazil GCP: “Trust us to provide really good GCP.”
Clara Canada GCP: “Trust us to provide great GCP.”
You can probably figure out what happened here.
The CEO at Betty Brazil told the company’s product marketers, “Do what Jane Spain did but do it better.”
After that Clara Canada’s CEO commanded, “Do what Betty Brazil did but do it better.” (I’ll let you in on a little secret. Clara Canada’s original slogan refereneced “the best GCP,” but Legal shot that down.)
But another company, Wendy Wyoming, decided to differentiate itself, and cited independent research as its differentiator.
Wendy Wyoming Out of This World GCP satisfies you, and we have independent evidence to prove it!
The U.S. National Institute of Standards and Technology, as part of its Pudding User Made (PUM, not FRTE) Test, confirmed that 80% of all Wendy Wyoming Out of This World GCP mixes result in pudding that both glows and is carbonated. (Mix WW3, submitted November 30, 2023; not omnigarde-003)
Treat your child to science-backed cuisine with Wendy Wyoming Out of This World GCP!Wendy Wyoming is a top tier (excluding Chinese mixes) GCP provider.
But there are other competitors…
The indirect competitor who questions the quantified benefits
There are direct competitors that provide the same product as Wendy Wyoming, Jane Spain, and everyone else.
And then there are indirect competitors who provide non-GCP alternatives that can substitute for GCPs.
For example, Polly Pennsylvania is NOT a GCP provider. It makes what the industry calls a POPS, or a Plain Old Pudding Sustenance. Polly Pennsylvania questions everything about GCP…and uses Wendy Wyoming’s own statistics against it.
Designed by Google Bard.
Fancy technologies have failed us.
If you think that one of these GCP puddings will make your family happy, think again. A leading GCP provider has publicly admitted that 1 out of every 5 children who buy a GCP won’t get a GCP. Either it won’t glow, or it’s not carbonated. Do you want to make your kid cry?
Treat your child to the same pudding that has satisfied many generations. Treat your child to Polly Pennsylvania Perfect POPS.
Pennsylvania Perfect remembers.
So who wins?
It looks like Polly Pennsylvania and Wendy Wyoming have a nasty fight on their hands. One that neck-deep marketers like to call a “war.” Except that nobody dies. (Sadly, that’s not true.)
Some people think that Wendy Wyoming wins because 4 out of 5 of their customers receive true GCP.
Others think that Polly Pennsylvaia wins because 5 out of 5 of their customers get POPS pudding.
But it’s clear who lost.
All the Jane Spains and Betty Brazils who didn’t bother to create a distinctive message.
Don’t be Jane Spain. Explain why your product is the best and all the other products aren’t.
Copying the competition doesn’t differentiate you. Trust me.
The “hungry people” (target audience) for THIS post
Oh, and if you didn’t figure it out already, this post was NOT intended for scientific pudding manufacturers. It was intended for identity/biometric firms who can use some marketing and writing help. Hence the references to NIST and the overused word “trust.”
If you’re hungry to kickstart your identity/biometric firm’s written content, click on the image below to learn about Bredemarket’s services.
Money 20/20 is taking place in Las Vegas, Nevada, USA from Sunday, October 22 to Wednesday October 25.
While I am not in Las Vegas, Bredemarket will monitor the goings-on and share relevant news on Facebook (Bredemarket Identity Firm Services group), Instagram (Bredemarket), LinkedIn (Bredemarket Identity Firm Services page), bredemarket.com, and elsewhere.
Identity and biometrics firms can achieve quantifiable benefits with prospects by blogging. Over 40 identity and biometrics firms are already blogging. Is yours?
These firms (and probably many more) already recognize the value of identity blog post writing, and some of them are blogging frequently to get valuable content to their prospects and customers.
Is your firm on the list? If so, how frequently do you update your blog?
In most cases, I can provide your blog post via my standard package, the Bredemarket 400 Short Writing Service. I offer other packages and options if you have special needs.
Get in touch with Bredemarket
Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
To discuss your identity/biometrics blog post needs further,book a meeting with me at calendly.com/bredemarket. On the questionnaire, select the Identity/biometrics industry and Blog post content.
Basically, I had gone through great trouble to document that Bredemarket would NOT take identity work, so I had to reverse a lot of pages to say that Bredemarket WOULD take identity work.
I may have found a few additional pages after June 1, but eventually I reached the point where everything on the Bredemarket website was completely and totally updated, and I wouldn’t have to perform any other changes.
You can predict where this is going.
Who I…was
Today it occurred to me that some of the readers of the LinkedIn Bredemarket page may not know the person behind Bredemarket, so I took the opportunity to share Bredemarket’s “Who I Am” web page on the LinkedIn page.
So yes, this biometric content marketing expert/identity content marketing expert IS available for your content marketing needs. If you’re interested in receiving my help with your identity written content, contact me.
As some of you know, I’m seeking full-time employment after my former employer let me go in late May. As part of my job search, I was recently invited to a second interview for a company in my industry. Before that interview, I made an important decision about how I was going to present myself.
If you’ve read any of Bredemarket’s content, there are times when it takes a light tone, in which wildebeests roam the earth while engaging in marketing activities such as elaborating the benefits of crossing the stream.
Some of that DOES NOT fly in the corporate world. (For most companies, anyway.) If you analyze a wide selection of corporate blogs, you won’t see the word “nothingburger.” But you do here.
So as I prepared for this important job interview, I made sure that I was ready to discuss the five factors of authentication, and my deep experience as an identity content marketing expert with many of those factors.
The five factors of authentication, of course, are:
For the purposes of this job interview, there isn’t! I confined myself to the five factors only during the discussion, using examples such as passwords, driver’s licenses, faces, actions, and smartphone geolocation information.
But in the end, my caution was of no avail. I DIDN’T make it to the next stage of interviews.
Maybe I SHOULD have mentioned “Somewhat you why” after all.
Depending upon whom you ask, there are either three or five factors of authentication.
Unless you ask me.
I say that there are six.
Let me explain.
First I’ll discuss what factors of authentication are, then I’ll talk about the three factor and five factor school, then I’ll briefly review my thoughts on the sixth factor—now that I know what I’ll call it.
For example, if Warren Buffett has a bank account, and I claim that I am Warren Buffett and am entitled to take money from that bank account, I must complete an authentication process to determine whether I am entitled to Warren Buffett’s money. (Spoiler alert: I’m not.)
An authentication factor is a special category of security credential that is used to verify the identity and authorization of a user attempting to gain access, send communications, or request data from a secured network, system or application….Each authentication factor represents a category of security controls of the same type.
When considering authentication factors, the whole group/category/type definition is important. For example, while a certain system may require both a 12-character password and a 4-digit personal identification number (PIN), these are pretty much the same type of authentication. It’s just that the password is longer than the PIN. From a security perspective, you don’t gain a lot by requiring both a password and a PIN. You would gain more by choosing a type of authentication that is substantially different from passwords and PIN.
How many factors of authentication are there?
So how do we define the factors of authentication? Different people have different definitions.
Factors include: (i) something you know (e.g. password/personal identification number (PIN)); (ii) something you have (e.g., cryptographic identification device, token); or (iii) something you are (e.g., biometric).
Note that NIST’s three factors are very different from one another. Knowing something (such as a password or a PIN) differs from having something (such as a driver’s license) or being something (a fingerprint or a face).
But some people believe that there are more than three factors of authentication.
Over the months, I struggled through some examples of the “why” factor.
Why is a person using a credit card at a McDonald’s in Atlantic City? (Link) Or, was the credit card stolen, or was it being used legitimately?
Why is a person boarding a bus? (Link) Or, was the bus pass stolen, or was it being used legitimately?
Why is a person standing outside a corporate office with a laptop and monitor? (Link) Or, is there a legitimate reason for an ex-employee to gain access to the corporate office?
As I refined my thinking, I came to the conclusion that “why” is a reasonable factor of authentication, and that this was separate from the other authentication factors (such as “something you do”).
And the sixth factor of authentication is called…
You’ll recall that I wanted to cast this sixth authentication factor into the “some xxx you xxx” format.
So, as of today, here is the official Bredemarket list of the six factors of authentication:
Something you know.
Something you have.
Something you are.
Something you do.
Somewhere you are.
(Drumroll…)
Somewhat you why.
Yes, the name of this factor stands out from the others like a sore thumb (probably a loop).
However, the performance of this factor stands out from the others. If we can develop algorithms that accurately measure the “why” reasonableness of something as a way to authenticate identity, then our authentication capabilities will become much more powerful.
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.
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.
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.
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:
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.
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!
My compulsion to share stuff about identity and biometrics, which you can see if you visit my Bredemarket Identity Firm Services LinkedIn page and Facebook group.
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.
(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.
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.
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).
I’m still working on my TikTok generative AI dance. (Don’t hold your breath.)
“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.
Bredemarket 