4th Sector Innovations is no longer in Ontario—they paved paradise, put up a parking lot.
But bridges are just as important in 2026 as they were in 2021.
“Without a bridge, you’re stuck at one place and can’t get to the other place. Or you can try to get to the other place, but you may get very wet.
“Businesses need bridges to connect with their customers. When the bridges are erected, the customers understand what the businesses can do for them. If the customers need those particular services, they can buy them.”
This is critically important when the business is extremely technical but the customers and prospects aren’t. How does this amazing technology benefit the customers? Do they make more money? Do they keep their cities safer?
And not just proposal content with money on the line.
Maybe the prospects need a blog post; no immediate contract, but invaluable positioning.
Or maybe they even need an emergency analysis. (Hey, it could happen.)
When you’re in the middle of a fire, you don’t have time to train a rookie. I already know the identity world, so we can get straight to bailing out your firm.
Biometric Product Marketing Expert.
I will fight your fire, and then maybe later on we can discuss more strategic topics.
If your prospects don’t know who you are, create customer-focused content that explains how your company can solve prospect problems—and increase awareness of the company’s solutions.
Because product invisibility is (usually) bad.
For the longer, more bombastic version of this post, click here.
And to get my help in content creation, click here.
Two weeks ago, I thought it was a mistake to prioritize daily fires over long-term strategic planning. But blog posts are ephemeral (like AI agents) and a conversation with Google Gemini made me realize I had it backward.
Before, sprinkler systems outranked firefighting
On May 12 I wrote a post entitled “Is Your Identity/Biometric Firm Too Busy Putting Out Fires to Install a Sprinkler System?” Its thesis:
“Your identity/biometric firm needs experienced product marketing contract help because you are drowning in work. But because you’re drowning in work you can’t take the time to set up that contract.”
Google Gemini.
I won’t get into the resolution of the post, but note the inherent value judgment contained within the content.
Manually putting out fires (NEVER with gasoline) is reactive, displays a lack of planning, and is therefore denigrated.
Installing a sprinkler system is proactive, displays a bias toward strategic long-term planning, and is therefore elevated.
So if the prospect takes the time to sign that contract with Bredemarket, I will ensure that the process is as frictionless as possible. I already know the identity/biometric terminology, and Bredemarket’s “seven questions” process removes the need for you to develop a briefing book for me.
Nice and stable, like installing a sprinkler system.
But then I began asking questions—in this case, with Google Gemini. Not with the distinctive Bredebot persona, but with Gemini’s natural voice. And as I engaged in a messaging and positioning dialogue, Gemini hit me between the eyes with this observation.
“[Bredehoft] notes that many biometric firms are “too busy putting out fires to install a sprinkler system.”
“The “Fire” is an immediate, looming RFP deadline….A consultant like Bredehoft is brought in as an emergency firefighter to secure that short-term win.
“The “Sprinkler System” is long-term product marketing (building consistent messaging, positioning products, and writing educational white papers)….
“[C]onsulting clients are notoriously reactive. They are far more likely to open their wallets for immediate help with an active proposal than for long-term strategic brand-building.”
Then it hit me.
The firefighter is the GOOD guy.
Google Gemini. The little kid’s admiration is unparalleled.
After, firefighting outranks sprinkler systems
Prospects call in a consultant because they want something yesterday and, as my home page phrases it, “don’t have the time to craft their own content.”
And not just proposal content with money on the line as Gemini explained. Maybe the prospects need a blog post right now; no immediate contract, but invaluable positioning. Or maybe they even need an emergency analysis. (Hey, it could happen.)
When you’re in the middle of a fire, you don’t have time to train a rookie. I already know the identity world, so we can get straight to bailing out your firm.
I will fight your fire, and then maybe later on we can discuss more strategic topics.
But first we need that pesky contract, or the equivalent. (“John, we’ll pay you $500 net 15 for that blog post.”)
Bredebot and I were chatting one morning when he suddenly used the word “agitated.” This powerful word caught my ear for two reasons.
First, one of my favorite Devo songs is entitled “Agitated.”
“Agitated.” Devo. From Total Devo.
Second, because I see so little agitation these days.
Having used targeted content to agitate stagnant tech prospects—a method that has generated millions of dollars for nearly two dozen firms—I see precious little agitation or urgency in the tech prospects…or in the companies that serve them.
Minimal agitation from technology prospects who desperately need solutions to overcome their problems…but who aren’t urgently motivated to act to do anything about it.
Minimal agitation from solution providers that can conquer those problems…but that display no urgency to energize those prospects to act.
Bredemarket can help those solution providers act by offering my content, proposal, and analysis services…so their prospects will act and buy.
I have made millions of dollars for firms. Let’s collaborate on product marketing so you can convert prospects and make money also.
Starting the agitation
Before I write a word of text for you, I get agitated and urgently seek answers to critical questions about you, your company, and your product or service. Here are the seven critically important questions that I ask.
The Seven Questions I Ask.
After receiving the answers, I get agitated and act. First draft within 3 to 7 days, depending upon length.
I Ask, Then I Act.
Then you get agitated and act. Responses within 3 to 7 days, moving urgently forward.
Between our mutual agitation society, the prospects learn about your solution within days…not months or years.
In the ideal world, when a writer such as me begins to work with your firm, the firm hands me a brand book that explains exactly how I am supposed to communicate when writing for your firm.
In the real world, this rarely happens, if ever.
But I’m smart enough to know that you don’t want me to write in the same style that I use in the Bredemarket blog.
So I ask questions, addressed both to you and to your existing content.
Questions?
While I don’t officially create a real “brand book” out of thin air, the answers to these questions guide me as I create your content. I may include your founding story (someone broke into my house when I wasn’t home), your love of sports (football, or perhaps football), or your prospects’ most pressing needs.
I have been known to tell coworkers that I was going to “play” with something. Some were horrified, but others understood completely.
Regardless of the emotions you want to convey in the final content, it’s OK to let loose while you develop your ideas.
Luckily for me, a client recently requested some “fun” concepts. Obviously I can’t share the text I provided to the client, but here is a altered representation of one small idea I had.
Google Gemini.
So go ahead and have fun. (Even if you can’t tell anyone that you’re having fun.)
Incidentally, one of the seven questions I ask my clients is about emotions.
I ask, then I act.
If you want to me “act” on behalf of your company and develop product marketing content, proposals, and analysis, then click below and schedule a free meeting with me.
Bredemarket 