If you are asking “how do I use [COOL AI TOOL]”…
…you’re asking the wrong question.
Ask how you will solve a particular business problem.
Maybe you will use AI.
Maybe you won’t.
Maybe you will use Bredemarket.
Identity/biometrics/technology marketing and writing services
If you are asking “how do I use [COOL AI TOOL]”…
…you’re asking the wrong question.
Ask how you will solve a particular business problem.
Maybe you will use AI.
Maybe you won’t.
Maybe you will use Bredemarket.
Since I am not really a business-to-consumer guy, I tend to think of hungry people (target audiences) who number in the hundreds or thousands rather than millions. For example, if you want to sell your identity/biometric solutions to banks with total assets of over US$100 billion, there are only about 100 of them.
Marketing products in this environment requires a completely different mindset. Rather than hiring a Kardashian or Jenner as your influencer or spokesperson, you’d hire a Buffett. (If you could. You probably can’t, unless he owns the company.)
Therefore you need to concentrate on the players who make buying decisions, from the CxO level down to the users. That is the way to get your product into the enterprise.
But if enterprise penetration is your goal, you’re doomed to failure.
For example, enterprises usually don’t buy automated biometric identification systems. Government agencies do.
Believe me, I know. Many identity/biometric firms sell to the U.S. Department of Homeland Security, and their orders have been disrupted on and off since last October.
One acronym that I love to use is B2G—business-to-government. But I’ve learned the hard way that many people have never heard this acronym before. (Scan the job descriptions and spot the ones for marketing to government agencies that require “B2B” experience.)
So Bredemarket doesn’t seek clients that only sell to enterprises. I seek those that sell to organizations, both private and public.
If your identity/biometric or technology company markets products to organizations and you need strategic and tactical assistance, talk go Bredemarket.
If you’ve read a few hundred job descriptions, one phrase that you’ll often see is “cross-functional collaboration.” The theory is that the employee (for example, a senior product marketing manager) will seamlessly work with marketing, product, R&D, customer success, sales, finance, legal, and everyone else, all working together for the good of the company.
But the world usually doesn’t work like that. YOUR department is great. The other departments are the bozos.

There’s actually a benefit to this when you look at government agencies. If you believe that “the government that governs least” is preferable to Big Brother, then the fact that multiple agencies DON’T gang up against you is a good thing. You don’t want to be chased by the FBI and the CIA and the BBC and B.B. King and Doris Day. And Matt Busby.
But there are times when government agencies work together, usually when facing a common threat. Sometimes this is good…and sometimes it isn’t. Let’s look at two examples and see where they fall in the spectrum.
Normally bureaucrats are loyal to their agency, to the detriment of other agencies. This is especially true when the agencies are de facto competitors.
In theory, and certainly in the 1970s, the Central Intelligence Agency (CIA) and the Federal Bureau of Investigation (FBI) have completely separate spheres of operation. But on the highest level they perform the same function: catch bad people. And each agency certainly wants to take the credit when a bad person is caught. Conversely, if one of the agencies has a bad person, the other one usually works to expose it.
Usually.
A few of you are old enough to remember a third-rate burglary in Washington, DC in 1972. The burglary took place at a political party office in some hotel or another. We now know with the benefit of hindsight that the FBI-CIA rivalry worked. Bob Woodward learned a few days after the break-in that two of the alleged burglars were connected to E. Howard Hunt, a former CIA operative. Who told Woodward?
“Woodward, we now know, had been tipped off by Mark Felt, the deputy director of the FBI. The Bureau had itself become involved in the investigation of a mere burglary because once the police found wiretapping equipment, the investigation fell under its remit.”

This is how it should work. Although the mere fact that Hunt knew Bernard Barker and Eugenio Martinez was not a crime, the FBI was certainly bound to investigate the matter.
Until it wasn’t.
“Richard Nixon and senior White House personnel including Chief-of-Staff Bob Haldeman and domestic policy tsar John Ehrlichman devised a strategy to block the investigation. This began to unfold as early as June 23, a mere three days after the break-in. That day, Haldeman proposed to Nixon to “have [Vernon] Walters [deputy director of the CIA] call Pat Gray [director of the FBI] and just say ‘stay the h*ll out of this’ on grounds of ‘national interest.’”
This recorded conversation would become very important two years later, but back in 1972 very few people knew about it. And very few people knew that Gray “destroyed secret documents removed from Howard Hunt’s safe.”
Think about it. If Richard Nixon hadn’t recorded his own conversations, we may have never learned that the CIA partially neutralized an FBI investigation.
But other instances of cross-functional collaboration come to light in other ways.
The FBI-CIA episode of 1972 was an aberration. Normally agencies don’t cooperate, even when massive amounts of effort are performed to make them work together.
One prime example was the creation of the Department of Homeland Security (DHS) in 2002-2003. Because it was believed that 9/11 happened because relevant agencies were scattered all over the government, Congress and the President performed a massive reorganization. This affected the Departments of Agriculture, Energy, Health and Human Services, Justice, Transportation, and Treasury.
For our discussion:
The theory, of course, is that once all these agencies were under the DHS umbrella, they would magically work together to stop the evil terrorists. However, each of the component agencies had vastly different missions. Here is the mission of the TSA:
“Protect the nation’s transportation systems to ensure freedom of movement for people and commerce.”
Well, “freedom of movement” is not the primary part of ICE’s mission:
“Protect America through criminal investigations and enforcing immigration laws to preserve national security and public safety.”
While these missions are not mutually exclusive, the difference in emphasis is apparent. And the agencies competed.
Some of you may remember air marshals. After 9/11, some airline flight passengers were actually air marshals, but the passengers (and any terrorists) didn’t know which flights had air marshals or who they were.

The Federal Air Marshal Service (FAMS) was part of the Transportation Security Administration.
“Homeland Security Secretary Tom Ridge announced [in September 2003] that the federal air marshals program will move from the Transportation Security Administration to the Bureau of Immigration and Customs Enforcement (ICE).”
The idea was to concentrate all enforcement operations in one agency, to protect FAMS from uncertain TSA funding, and to allow ICE agents to be cross-trained as air marshals. But this didn’t happen, so two years later FAMS moved from ICE back to TSA.
And both agencies went on their merry little ways.
Let’s look at a recent Biometric Update article.
“When Transportation Security Administration (TSA) Acting Director Ha Nguyen McNeill was pressed [by the House Committee on Homeland Security] on reports that ICE is using domestic flight passenger information to support deportation operations, she did not deny cooperation. Instead, she defended it as legitimate intra-departmental coordination and framed it as part of DHS’s overall mission set.
“In response to lawmakers’ questions, McNeill said TSA assistance to ICE is ‘absolutely within our authorities’ when it involves sharing passenger information for immigration enforcement operations.”
McNeill effectively said that TSA doesn’t dump its data on ICE, but responds to individual ICE inquiries.

Civil libertarians argue that this is mission creep, not the original intent.
“Airport travel…becomes a choke point for detentions – no longer just transportation, but a compliance checkpoint for civil enforcement, re-engineering mobility into an enforcement tool.”
But I took special interest in McNeill’s contradictory statements that TSA is enforcing REAL ID while simultaneously allowing ConfirmID for those who don’t have a REAL ID.
In the future, it will be interesting to see how inter-agency barriers break down…and why.
I previously wrote about how marketers can navigate the “time of uncertainty,” including three suggested tips:
In short, agile to the extreme.
But writers aren’t the only ones faced with uncertainty.
If these anonymous survey results are to be believed, despair is setting in among…oil company executives.
Yes, oil company executives. I keep on hearing ads for some TV show that imply that the oil industry is invincible. Um…ask John Connally.

Back to the survey, conducted by the ultra libtards at the Federal Reserve Bank of Dallas.
“Uncertainty around everything has sharply risen during the past quarter,” another executive said. “Planning for new development is extremely difficult right now due to the uncertainty around steel-based products.”
But what of the politicians in high places who are pro-oil (well, except when they promote a certain woke electric car) and are doing everything they can to encourage oil production?
“The threat of $50 oil prices by the administration has caused our firm to reduce its 2025 and 2026 capital expenditures,” an executive said. “‘Drill, baby, drill’ does not work with $50 per barrel oil. Rigs will get dropped, employment in the oil industry will decrease, and U.S. oil production will decline as it did during COVID-19.”
I wonder if one of my old employers is still conducting its three year planning exercises.
Business-to-business (B2B) writing isn’t as complex as some people say it is. It may be hard, but it’s not complex.
Neil Patel (or, more accurately, his Ubersuggest service) um, suggested that I say something about B2B writing.
And then he (or it) suggested that I use generative artificial intelligence (AI) to write the piece.
I had a feeling the result was going to suck, but I clicked the “Write For Me” button anyway.
Um, thanks but no thanks. When the first sentence doesn’t even bother to define the acronym “B2B,” you know the content isn’t useful to explain the topic “what is B2B writing.”
And this, my friends, is why I never let generative AI write the first draft of a piece.
Before I explain what B2B writing is, maybe I’d better explain what “B2B” is. And two related acronyms.
I included the “B2G” acronym because most of my years in identity and biometrics were devoted to local, state, federal, and international government sales. My B2G experience is much deeper than my B2B experience, and way deeper than my B2C expertise.
I’m sure that Ubersuggest could spin out a whole bunch of long-winded paragraphs that explain the critical differences between the three marketing efforts above. But let’s keep it simple and limit ourselves to two truths and no lies.
TRUTH ONE: When you market B2B or B2G products or services, you have FEWER customers than when you market B2C products or services.
That’s pretty much it in terms of differences. I’ll give you an example.
The sheer scale of B2C marketing vs. B2B/B2G marketing is tremendous and affects how the company markets its products and services.
But one thing is similar among all three types of writing.
TRUTH TWO: B2B writing, B2G writing, and B2C writing are all addressed to PEOPLE.
Well, until we program the bots to read stuff for us.
This is something we often forget. We think that we are addressing a blog post or a proposal to an impersonal “company.” Um, who works in companies? People.
(Again, until we program the bots.)
Whether you’re marketing a business blog post writing service, a government software system, or a pseudo rib sandwich, you’re pitching it to a person. A person with problems and needs that you can potentially solve.
So solve their needs.
Don’t make it complex.
Let’s return to the original question. Sorry, I got off on a bit of a tangent. (But at least I didn’t trail off into musings about “the dynamic and competitive world.”)
When I write something for a business:
Again, this is hard, but not complex.
It’s possible to make this MUCH MORE complex and create a 96 step plan to author B2B content.
But why?
So now I’ve answered the question “What is B2B writing?”
Can Bredemarket write for your business? If so, contact me.
Remember when I said that I spent Labor Day renewing my City of Ontario business license?
Well, the approved license arrived in the mail today.

The electronic mail, not the snail mail.

This coming year will be the fourth year of Bredemarket’s existence. I started in August 2020, but it took a few weeks for the city business license and other paperwork to complete.
Now while the City of Ontario (California, not Canada) business license renewal entitles me to conduct business in the city as Bredemarket (when coupled with the Fictitious Business Name statement I filed with San Bernardino County), it is not an official endorsement of my activity by the city, and is definitely NOT an endorsement of the call to action at the end of this post.
More importantly, the City of Ontario has imposed four significant restrictions on the way that Bredemarket conducts business. Do they affect how I do business with you? We’ll see.
Done.

Although as we will see when we get to the third restriction, the whole meaning of “conspicuous place” is irrelevant to Bredemarket’s business.
The business license is issued “for consulting services, including marketing and writing services.” The license does NOT allow me to bake pies, perform auto maintenance, launch rockets into space, or perform heart surgery.

Dang guvmint.
Remember how the city requires that I post my license in a conspicuous place? Well, the city also prohibits me from having clients visit me at my work location. This makes sense, since residential neighborhoods aren’t really built to have a bunch of cars park outside a house where business is conducted.

This means that when I do have a person-to-person meeting (rather than a videoconference) to conduct business, the meeting has to be offsite. For example, a couple of years ago I met with an advisor at Brandon’s Diner in Upland. (And the lunch was tax deductible!)
Again, because my work location is in a residential neighborhood, I can’t put a huge neon sign in my front yard with the Bredemarket logo.

And no, I can’t put a small neon sign in my front yard.
Or any neon sign.
I wonder if the city will let me put signage on my mailbox? Actually, the UPS Store probably won’t allow that either.

The reason that these city restrictions don’t matter to you is because (since we still have the Internet) Bredemarket is perfectly capable of conducting its business online.
You don’t have to look for my business sign, or a parking place in front of the place where I conduct business. Why not? Because I can meet with you via Google Meet or another videoconferencing service, or we can talk on the phone, or even exchange emails with each other.
I’ve worked from home since March 2020—first for IDEMIA, then for Bredemarket, then for Incode Technologies, then for Bredemarket again. During that time I’ve been able to meet all of the needs of Bredemarket clients remotely, despite no public parking and no signage.
Well, almost all the needs. I haven’t been able to perform aortic valve surgery for my clients.
Dang guvmint.
Do you want to use the marketing and writing services of a government-licensed consulting firm?
More importantly, do you want to use the marketing and writing services of a consulting firm that ensures the right questions are asked at the beginning of the project, and that you have complete input during the writing and review cycles?
Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.
I’ve been going through some of my other blogs and finding things that I forgot I wrote. For example, I wrote something on my Empoprise-BI blog entitled “When retailers INTRODUCE friction.”
It’s not surprising that I was writing about frictionless experiences in 2019. After all, my then-employer IDEMIA was promoting the touchless fingerprint reader MorphoWave and its use in places like dining halls.

But I was surprised that my Empoprise-BI 2019 post started with a discussion on online shopping cart abandonment.
And there’s a dramatic financial incentive to make shopping frictionless – roughly 70% of online shopping carts are abandoned without the customer purchasing anything, a potential loss of revenue for the company. The same thing can happen at old-fashioned physical stores, except that in this case the abandoned shopping carts are real shopping carts – and if there’s frozen food sitting in an abandoned shopping cart, you have to deal with both lost revenue and lost inventory.
From https://empoprise-bi.blogspot.com/2019/04/when-retailers-introduce-friction.html
Why was I surprised? Because three years later Allen Ganz (a now-former coworker at my current company) discussed shopping cart abandonment, emphasizing the need for a frictionless experience.
In identity proofing, friction results when it takes significant effort for a person to prove who they are. If it takes a user too long to prove their identity, the user may become frustrated and give up. This hurts businesses that depend upon digital onboarding for their customers.
From https://incode.com/blog/removing-friction-from-capture-when-proving-identities/
Whether you conduct business online or in-person, it’s wise to take an audit of your business practices to make sure you’re not throwing up roadblocks that keep your customers away. And not just the identity stuff; are there other things that make it hard for customers to buy from you?
Maybe your business hours aren’t convenient for people, like the restaurant that wasn’t open during breakfast and dinner hours, or…
I recently talked about planning for various scenarios, but I didn’t image something like this. Consider the following:
Put those two together, and you have this story from Los Angeles’ ABC station.
Yes, that’s an Amazon driver in the foreground, raising his hands to try to scare a bear away so he can make his delivery. He was successful.
The full Storyful video can be found here. (And of course it’s a Ring video. You didn’t expect a Nest video, did you?)
By the way, if your business has a story to tell, Bredemarket can help. (Psst: Upland businesses should scroll to the end of this page for a special “locals only” discount.)
If you would like Bredemarket to help your business tell your story…

A business owner needs to prepare Plan A and Plan B, and usually several other plans besides.

It’s important that the business remain as flexible as possible to prepare for possible eventualities, or at least the most likely ones. Don’t worry about the unlikely scenarios – for example, I never have to plan for a scenario in which Will Smith slaps someone and cusses the person out on live TV…wait, what’s that?

At Bredemarket, I’ve had business spring out of nowhere quickly, and I’ve had business not spring out of nowhere quickly.
But that was the past, and now I face the future. I’ve been thinking about this a lot, especially as I explore various ways to reach my goals for 2022 (including the super-secret unpublished third goal). And I’m wondering how various events could affect these goals…and how the events can affect other events.
Because I’m a writer, I have to write, and I’ve already started thinking through some of the “what ifs” attached to some of these events, and writing some draft communications that deal with the various events, should they happen.
But I’m leaving them in draft mode.
Because maybe neither event X nor event Y will occur.
But I’ll be ready if event Z occurs two years from now.
So how do you plan for events that may or may not occur?
Like any project, you start by taking a step back and examining the potential event at a high level.
And you start questioning, with not only “so what?” questions, but also with repeated “why?” questions (five whys is popular, but it can be any number). If you’ve never seen the five whys in action, watch this video. (H/T Mark Paradies at TapRooT.)
OK, maybe not that video.
But the important thing is to think about a potential event, what it means, and what ramifications emerge from that event if it occurs.
And then proceed accordingly…if the event happens.