Points of Similarity in Ballistics and Fingerprints: So What?

Forensics and Law in Focus shared an article from the CBC that touched upon the number of points of similarity in ballistic comparisons. Yawn. We’ve been through points of similarity in the fingerprint world, and the same issues exist in ballistics.

Ballistics

Whether or not you believe forensic science is an oxymoron, ballistics analysis seeks to determine if a bullet (or casing) fired from a particular gun. It does this by firing a second bullet from the same gun, comparing the markings on the two bullets (or casings), and seeing if they match.

But Sara Gordon has a problem with the way these matches are determined.

“She…says there are no set standards for the minimum number of similarities needed to match bullets.”

Well, I have a problem with Gordon’s problem.

Because we’ve seen this before.

Let’s look at fingerprints

The fingerprint and friction ridge world employs a similar method. Except that instead of looking at metal markings, a computerized automated fingerprint identification system (or a forensic examiner) looks at the friction ridges and searches for minutiae. These are the points at which the friction ridges end, or bifurcate into two ridges.

Image from the U.S. National Institute of Standards and Technology.

The (really simplified) theory is that if you take a constellation of minutiae from one fingerprint, and a constellation from another fingerprint, and the constellations are the same, then the fingerprints came from the same finger.

So how do you determine if the fingerprints are the same?

Sara Gordon would love one method.

Edmond Locard enters the chat

Dr. Edmond Locard was a French forensic examiner who was active in Lyon in the early 20th century. Among other things, Locard worked with Alphonse Bertillon (yeah, that guy) and established Lyon’s crime investigation laboratory.

He also created the tripartite rule in 1914 for minutiae comparisons. David Doglietto summarizes it as follows:

“If more than 12 concurring points are present and the fingerprint is sharp, then certainty of identity is beyond debate….

“If 8 to 12 points are involved, then the case is borderline….

“If a limited number of characteristic points are present, the fingerprint cannot provide certainty for an identification, but only a presumption for identification, and only a presumption proportional to the number of points available and their clarity.”

Sounds clear cut, doesn’t it? 14 points of similarity and you’re certain. 7 points, nope.

But think about it.

  • What if you have 20 points of similarity (more than Locard’s 12), but have one glaring dissimilarity that cannot be explained by poor print quality? Locard or no Locard, that is NOT a match.
  • And what if your crime scene (latent) print sample is very small and you only have 7 matching minutiae (fewer than Locard’s 8)? The late Clarence Phillips loved to show this very example. Locard or no Locard, that is a match.

Phillips enjoyed a long career in forensics with the Federal Bureau of Investigation, Printrak, Motorola, MorphoTrak…and the International Association of Identification (past President, 1986-87).

The IAI enters the chat

Before Phillips’ Presidency, and because of the various concerns about the Locard method, the IAI convened a group in 1970 to study the matter. On August 1, 1973, the IAI issued a statement (PDF) which read in part as follows:

From Scribd.

“The International Association for Identification assembled in its 58th Annual Conference at Jack-son, Wyoming, this First Day of August, 1973, based upon a three-year study by its Standardization Committee, hereby states that no valid basis exists at this time for requiring that a pre-deter-mined minimum number of friction ridge charac. teristics must be present in two impressions in order to establish positive identification. The foregoing reference to friction ridge characteristics applies equally to fingerprints, palm prints, toe prints and sole prints of the human body.”

But the IAI’s determination had no effect on the laws in various countries. French and Italian courts require 16 matching points or the evidence is inadmissible.

In most other countries, present practice centers on a process (ACE-V) that admittedly has qualitative characteristics, but which is more accurate than the old 12-green 7-red system.

Back to ballistics

Returning to ballistics, if a minimum number of matching minutiae doesn’t work for friction ridges, why would it work for bullets and casings? The Death Penalty Information Center has published its concerns on the topic.

Nevertheless, consecutive matching striae is a thing.

Consecutive matching striae. From FIU.
Consecutive matching striae. From FIU.

“In three dimensional toolmarks when at least two different groups of at least three consecutive matching striae appear in the same relative position, or one group of six consecutive matching striae are in agreement in an evidence toolmark compared to a test toolmark. In two dimensional toolmarks when at least two groups of at least five consecutive matching striae appear in the same relative position, or one group of eight consecutive matching striae are in agreement in an evidence toolmark. For these criteria to apply, however, the possibility of subclass characteristics must be ruled out.”

The Association of Firearm and Toolmark Examiners (AFTE) permits a more qualitative analysis from its practitioners, “sufficient agreement”—a practice that concerns the Sara Gordons of the world.

But new methods are emerging.

“Modern practice adds a second layer: three-dimensional surface topography acquired by confocal or structured-light scanning, processed by the Congruent Matching Cells (CMC) algorithm to produce a quantitative comparison score that supplements the optical examination. The scoring output, when converted to a likelihood ratio under the Algorithmic Comparison Score (ACS) framework, meets the ENFSI evidential-weight reporting standard now required in several European jurisdictions.”

NotebookLM Short Videos on Certification of Chinese Biometric Products

NotebookLM creates video shorts now, so I created one based on these two posts. Why does the FBI certify evil Communist Chinese products? And why does Europe rely on American certifications?

Correction: because the video short is…short, it addressed the first question but not the second.

What does it take to get a product onto the FBI Certified Products List?

So I created a second short on the second topic. (Mostly accurate; NIST doesn’t manage the Certified Products List.)

Tech sovereignty.

Plus an infographic as long as I was at it. Even though infographics don’t thrill me. Too danged busy. Although this one isn’t too bad.

Global Biometric Certifications.

Repurposing is good, even if the output is canned. If NotebookLM incorporated more advanced style guides so the content looked like mine rather than Google’s, it would be dangerously useful.

But remember one caution. I only use NotebookLM to process (a) my own content, and (b) non-copyrighted content such as U.S. Government publications. Be cautious of feeding someone else’s copyrighted content into NotebookLM. It’s probably legal, but…

Eliminating the DNA Processing Backlog

The U.S. Federal Bureau of Investigation (FBI) virtually eliminated its DNA processing backlog in August 2026.

The FBI’s Federal DNA Database Unit (FDDU) handles DNA, and has historically processed about 100,000 DNA samples a year. Until COVID, when “a federal regulation change that happened to coincide with the onset of the COVID-19 pandemic caused the unit’s workload to surge, eventually climbing to well over a million unprocessed samples.” 1.81 million to be exact at the peak in August 2024.

The regulation change? In addition to processing DNA from Department of Justice arrestees, the FDDU also had to process DNA from Department of Homeland Security arrestees. This increased the monthly rate to over 180,000.

Eliminating the DNA processing backlog. Google Gemini.
Eliminating the DNA processing backlog. Google Gemini.

So the FDDU increased staff and working hours (6:00 am to 11:00 pm) to bring the backlog down to near zero.

Which lets the team concentrate on other things.

“For now, [the team under FDDU leader “Michael S.”] is leaning more heavily than ever into rapid DNA technology, which essentially shrinks the timeline and physical footprint involved in DNA processing.

“’Rapid DNA instruments can now be produced that can create a CODIS-worthy profile within about 90 minutes,’ he explained. ‘So, instead of having a large lab, as we have set up with all kinds of robotic instrumentation to make everything efficient, the technology is pointing towards a miniaturized version of that, that all takes place in a much smaller box—probably about the size of a large microwave.’

“It’s also a more portable process, with the associated equipment being light enough to deploy to support FBI field operations across the United States.”

Remember all the rapid DNA workstations that were deployed for Florida’s Surfside Building collapse a few years ago? Like that.

So the FBI’s problem is solved, but is your problem solved? Does your company provide DNA or other biometric modalities, but you suffer from your own backlog of communicating with your prospects? John E. Bredehoft of Bredemarket offers extensive knowledge in DNA (and finger, face, iris, and voice).

Finger, face, iris, voice, DNA.

To learn more about Bredemarket and book a free meeting to discuss your needs, visit https://bredemarket.com/watch-book/.

The FBI Data Hack: Maybe Not an FBI Hack

So everyone’s talking about the FBI data hack, but they’re making assumptions about the FBI itself that may be unfounded.

The story is that ShinyHunters claims to have accessed data from FBIJobs.gov. Obviously whenever you apply for a job, you end up providing a lot of personally identifiable information. And sometimes the information can get REALLY personal.

According to Tech Insider, the FBI has now confirmed the hack occurred.

“According to reporting from PBS NewsHour and NBC News, the bureau said it is ‘aware of a cyber-criminal enterprise group claiming a compromise of the FBIJobs.gov portal and alleged impact to FBI employee personally identifiable information.'”

Aha, everyone says. Someone hacked the FBI!

But the FBI also said something else.

“The FBI added that ‘we are actively and aggressively investigating this matter and working closely with those third-party providers that support FBIJobs.gov to mitigate any and all risk.'”

This raises the possibility that the hackers didn’t get the FBI, but one of the “third-party providers.”

The FBI data hack may have been a hack of a third party. Google Gemini.
The FBI data hack may have been a hack of a third party. Google Gemini.

Kinda like how someone hacked Hertz information, but actually hacked the third-party provider IDScan.net.

Third party risk management (TPRM) is a critical part of your cybersecurity posture. You’d better make sure yours is robust before you’re the victim of a hack.

Are you a TPRM provider who implements solutions for identity, biometric, and technology firms? Or are you a firm who incorporates TPRM into your processes to protect customer data? Then I can help you communicate your solution to convince your customers of the safety of their data. Learn about Bredemarket at https://bredemarket.com/watch-book/.

Watch a 15-Second Pitch, Book a Free 30-Minute Meeting. Revised 10/28/2026.

Does Your Consultant Offer Biometric Domain Fluency?

Considering the right consultant for your biometric firm often comes down to a single, make-or-break dynamic: biometric domain fluency.

But that’s just a fancy phrase for knowing what you’re talking about.

“The Longest Hour.” Google Lyria. Public Domain.

Consider what happens when a product marketing consultant at a biometric firm does NOT possess biometric domain fluency.

Off-target content

Imagine that you’re writing your first blog post for a biometric company. So you figure you’ll get educational by telling your prospects how “Gender Shades” identified huge accuracy problems, but your firm’s facial recognition algorithm has overcome them.

Consultants with biometric domain fluency know the difference between facial recognition and facial analysis.
Google Gemini.

Congratulations, novice. You just mixed two distinctly different things up.

I’ve addressed this before, but I’ll address it again. Do you know why that old study was called “Gender Shades”? Because it tested algorithmic ability to recognize gender and race. That is facial ANALYSIS (or categorization), not facial RECOGNITION (or individualization). The National Institute of Standards and Technology (NIST) draws a clear distinction between the two. And if you use a high-quality facial recognition application, the gallery of possible matching candidates may have a white woman next to a black man…because the facial recognition algorithm DOES NOT CARE about gender or race.

And that’s just one example of how someone who doesn’t know biometrics can make a grievous mistake that repels a firm’s prospects.

Losing proposals

Before I launch into this, let me explain that there are a number of reasons why a firm may lose a proposal.

  • Not submitting your proposal in Times New Roman 12 font with one-inch margins.
  • Submitting a 16-page proposal when the page limit is 15 pages.
  • Submitting your proposal Friday at 5:03 pm when it was due at 5 pm.

Here I want to talk about something different: getting the answers wrong.

Let’s say you’re tasked to answer a question about submitting your fingerprints at 500 pixels per inch (ppi). But you want to get some extra evaluation points, so you write this:

“The Super Duper Ridger fingerprint reader EXCEEDS THE REQUIREMENT by capturing fingerprints at 1000 ppi.”

Google Gemini.

Congratulations, novice. You’re non-compliant.

Granted, latent fingerprint examiners LOVE higher resolution tenprints and latent prints where they can see the finer detail. But for everyone else, high resolution prints can potentially cause huge problems. Longer time to display images on the screen. Longer network transmission time and higher network bandwidth. Oh, and four times as much storage space. If the agency specifies 500 ppi, they mean what they say.

You have to know your biometrics to answer the questions properly.

Flawed analysis

Sometimes, product marketing consultants need to strategically analyze the market. Or the products in the market. Or the competitors who sell the products in the market. Analysis is a minefield in which an inexperienced person can get blown up.

Let’s say you’re asked to identify the leading facial recognition algorithm providers for U.S. intelligence community agencies. Now you, being a smart person who knows the difference between face recognition and face analysis, hone in on NIST’s Face Recognition Vendor Test (FRTE) collection. You go to FRTE 1:N, identify the specific test that best meets the needs of the intelligence community, and sort the list with the most accurate algorithms at the top. You then report results for all the leading vendors…including CloudWalk, Megvii, and SenseTime.

Google Gemini or Imagen; I can’t remember which.

Congratulations, novice. The firm that contracted with you will NEVER get intelligence business.

All three of the firms I mentioned are Chinese firms. Just because NIST or the FBI tests an algorithm doesn’t mean that U.S. agencies will buy it. For legal and practical reasons, the CIA is not going to install a Chinese algorithm on one of its systems.

No point in performing a competitive analysis on firms that will never compete in your markets.

Avoid these problems by contracting biometric domain fluency

You can avoid these problems by contracting with a product marketing consultant who offers biometric domain fluency.

Such as Bredemarket.

My wife passed by me while I was drafting this post, and when I told her I was writing about biometric domain fluency, she was not impressed.

Then again, she is not an identity marketing leader.

But if YOU are an identity marketing leader, consider Bredemarket for your consulting needs.

Watch and book.

Learn about what I can do for your firm and schedule a free meeting.

https://bredemarket.com/watch-book/

Does Your Firm Need Biometric Translations…or Other Translations?

When I talk about translation, I’m usually not talking about language translation. Trust me, my French, German, or Spanish isn’t good enough for that type of translation.

But I excel at other types of translation that help my client businesses run more smoothly.

Biometric translations

Bredemarket knows how different biometric systems “talk” differently…and how they can talk to each other.

I’m often talking about translating between different NIST-based biometric interchange standards. Because the FBI system doesn’t exchange biometric data in the same way as the DoD system, or the DHS system, or the RCMP system, or others.

As I stated in July 2025:

“Luckily all the different standards have some basic similarities, but if you have a mobile biometric device that must submit to DOJ and DoD and DHS, you need to switch to the proper profile for each submission….

“But I’ve overcome this frustration over 30 years of immersing myself in all things biometric-translation related.”

And I may immerse myself some more. One of Bredemarket’s clients distributes software that submits to one system. What if that software has to submit to two systems? Or 20? Or 200?

But I deal with other translations too.

Stakeholder translations

Bredemarket knows the players in an identity, biometric, or technology system…and how they can talk to each other.

Any complex project will have a variety of stakeholders, each of whom speak their own “language.” My job at Bredemarket often entails allowing these people to communicate with each other.

To illustrate this, let me share a simplified example of something I shared before.

  • Engineers develop a biometric application.
  • The application has to conform to forensic standards.
  • The application is used by people in the field who may not know engineering or forensics, but who know conditions in the field better than engineers or forensic experts.

OK. Now write the user guide so that the field worker understands what the engineers created and captures what the forensic folks need.

This is where the inexperienced writer suffers from a failure of courage.

Let me tell you a little secret.

Most engineers can’t write the user manual. They’ll go into great detail about how the SDK references this particular process, but they can’t tell the field worker how to capture a fingerprint from a dead body that has been in the woods after a week of rain.

How has Bredemarket approached similar projects?

  • By asking the right questions of all the stakeholders—not just the three I mentioned here, but ALL of them including Ontario, California mayor Paul Leon (or whoever the political honcho is on YOUR project).
  • Then writing the draft. I won’t go into the “draft 0.5 – draft 1” mechanics here, since I’ve covered them elsewhere.
  • Then collaborating on the reviews, giving the draft to the stakeholders and insisting on getting timely feedback.
  • Then finalizing a document that allows the field worker to use the product in line with engineering and forensic advice (or advice from whoever) that the field worker understands.

I’ve performed this task—all the cool kids call this “cross-functional collaboration”—numerous times, working with everyone from sales to legal to a client’s own suppliers and end customers.

What do you need translated?

You know that your multi-department project won’t take off until someone glues the pieces together…and ensures that everyone is talking to each other.

At this moment Bredemarket is working on multiple client projects and delivering project management, strategy, writing, and other services.

This often involves translating between the different stakeholders. The outside business head doesn’t care what technical standards my client supports…but you can bet the outside technical head does.

Does your identity, biometric, or technology firm have a product marketing project that requires a lot of people to work together?

Let’s talk (for free) about how I can help. Set up a meeting below.

Using the Twins Days Festival For Forensic Research

So you and your twin sibling are off to a gathering called the Twins Days Festival in Twinsburg, Ohio. There are many events in which the two of you can participate. Golf. A hot dog roast. A cornhole tournament. A “double take parade.”

And maybe, just maybe, some forensic research.

Because when you’re talking about the “something you are” identity factor (one of six), twins are more similar than non-twins. I may not be like you, but Mary-Kate is like Ashley. (And if you have to ask who Mary-Kate and Ashley are, you are obviously an immature inexperienced child from the 21st century lacking knowledge.)

But the key question: for the biometric modalities (finger, face, iris, voice, DNA, etc.), are two twins biometrically identical?

(A caveat here: Mary-Kate and Ashley Olsen are actually fraternal twins, not identical twins. But the point remains.)

For years, the Federal Bureau of Investigation and West Virginia University have gone to the Twins Days Festival to collect biometric data. Here’s an account of their 2018 visit.

“Inside the festival, a row of tents known as ‘Research Plaza’ is set up by researchers to conduct a list of surveys and tests. Hundreds of pairs of twins and multiples were surveyed last year.

“’It gives us a unique opportunity to be in an area where twins have congregated,’ explains Associate Professor Jeremy Dawson with West Virginia University. ‘There’s really nothing like it the United States.’

“Dawson works with a research team at WVU and the FBI to learn more about biometric data. ‘If two identical people are in the same database, it creates a problem for identification,’ said Dawson. ‘We hope to collect data that will help us to develop better facial recognition systems.’

“That means finding the subtle differences that make identical twins unique.”

Professor Dawson and his researchers will return to Ohio this year.

The MOSIP “Standard”

I’ve previously discussed the false impression that standards achieve recognition via a free, fair, universal consensus. In truth, standards are bullied through the process by one or more interested parties, who then shut out competitors that don’t comply with their…I mean, the industry’s standard.

Meanwhile, companies that don’t comply with the standard ridicule it and say how the standard stifles innovation and brings the whole industry down.

For example, in a few years smartphone manufacturers will complain that the EU’s adoption of USB-C as a universal common charger standard will cause the EU to lag behind when new charging technologies emerge.

Which brings us to MOSIP.

What is MOSIP?

So what does this acronym stand for, and what does it mean?

“The Modular Open Source Identity Platform was established in 2018 to support governments in providing its residents with an official form of the most important human asset – identity.

“As nations around the world proceed on their digital transformation journeys towards true digital economies, a robust and secure national ID system is the crucial first step. With a foundational national ID system in place, a government can build effective civil registries, and service delivery systems, serving the population in a myriad of ways. Among other benefits, robust systems like these enable faster disaster relief, climate resilience, ease of starting new businesses, and better access to financial inclusion, healthcare, and education.”

Established and incubated in Bangalore, India, MOSIP is aligned with the United Nations Sustainable Development Goals and supported by the Gates Foundation and others.

In case you didn’t get the drift, the MOSIP people aren’t regular visitors to Mar-a-Lago.

But their principles align with the goals of many biometric companies that have chosen to list their MOSIP-compliant products on the MOSIP Marketplace.

The marketplace categorizes MOSIP-compliant solutions into six categories:

  • Registration devices.
  • Authentication devices.
  • ABIS (Automated Biometric Identification Systems).
  • SDKs (Software Development Kits).
  • Print devices.
  • Labs.

I won’t list all the MOSIP-compliant solution providers, but there are many of them, including two of the “big three” biometric firms, NEC and Thales.

Any questions?

MOSIP but not MOSIP

I hear a question from the back row from a guy wearing a multicolored wig.

Falco in “Rock Me Amadeus.” From https://youtu.be/cVikZ8Oe_XA.

After all, the third of the “big three,” IDEMIA, has advertised that it provides MOSIP solutions.

“The Togolese Agency for Identification, ANID-TOGO, has partnered with IDEMIA and Atos to build a national biometric eID system based on the Modular Open Source Identity Platform (MOSIP). IDEMIA and Atos will design, build, test, and run a biometric national eID solution for Togo based on iris, face, and fingerprint recognition technology.”

Sounds impressive…until you scan the MOSIP Marketplace and find no listed solutions from IDEMIA or ATOS.

Because “based on” does not equal “compliant with.”

I can say that Bredemarket’s seven-question process is based upon some marketing standard or another, but that doesn’t mean that an independent third party has certified my compliance, or even stated its conformance.

So why doesn’t IDEMIA offer MOSIP-compliant solutions?

Honestly, I don’t know. I haven’t had regular official contact with IDEMIA in years, and the person that I know who just rejoined IDEMIA probably doesn’t know either.

So I have no authoritative answer, but Google Gemini provides this very unauthoritative answer as to IDEMIA’s MOSIP non-compliance:

“IDEMIA’s core business model historically relies on end-to-end, proprietary solutions. MOSIP, by contrast, is an open-source framework designed specifically to prevent vendor lock-in by letting governments mix-and-match components from different tech providers.”

Let’s assume for the moment that Gemini is right in this case. So while IDEMIA may be willing to speak about a solution in Togo “based on” MOSIP, when IDEMIA goes after a critically important opportunity in the FBI or the CIA or the BBC (you know the rest), it’s going to provide a solution based upon IDEMIA-authored components such as its own MorphoKit software development kit.

Knowing full well that the U.S. Federal Bureau of Investigation doesn’t give a hoot about MOSIP compliance.

Because it’s not critically important in that market.

Know Your Market

Some biometric vendors focus on the developing world, some adopt the developing world as a secondary opportunity, and others just don’t care because their real revenue comes from elsewhere.

Where should your company focus its attention?

Bredemarket can help your company with analysis, and provide focused content as the analysis progresses. (Analysis is never complete. Things change.)

If Bredemarket can help you decide if MOSIP compliance is worthwhile or worthless, schedule a free meeting.

Three Ways in Which My Identity/Biometric Experience Exhibits My “Bias”

Yeah, I’m still focused on that statement:

“I think too much knowledge is actually bad in tech: you’re biased.”

Why does this quote affect me so deeply? Because with my 30-plus years of identity/biometric experience, I obviously have too much knowledge of the industry, which is obviously bad. After all, all a biometric company needs is a salesperson, an engineer, an African data labeler, and someone to run the generative AI for everything else. The company doesn’t need someone who knows that Printrak isn’t spelled with a C.

Google Gemini.

In this post I will share three of the “biases” I have developed in my 30-plus years in identity and biometrics, and how to correct these biases by stripping away that 20th century experience and applying novel thinking.

And if that last paragraph made you throw up in your mouth…read to the end of the post.

But first, let’s briefly explore these three biases that I shamefully hold due to my status as a biometric product marketing expert:

  1. Independent algorithmic confirmation is valuable.
  2. Process is valuable.
  3. Artificial intelligence is merely a tool.
Biometric product marketing expert.

Bias 1: Independent Algorithmic Confirmation is Valuable

Biometric products need algorithms to encode and match the biometric samples, and ideally to detect presentation and injection attacks.

But how do prospects know that these algorithms work? How accurate are they? How fast are they? How secure are they?

My bias

My brain, embedded with over 30 years of bias, gravitates to the idea that vendors should submit their algorithms for independent testing and confirmation.

From a NIST facial recognition demographic bias text.

This could be an accuracy test such as the ones NIST and DHS administer, or confirmation of presentation attack detection capabilities (as BixeLab, iBeta, and other organizations perform), or confirmation of injection attack detection capabilities.

Novel thinking

But you’re smarter than that and refuse to support the testing-industrial complex. They have their explicit or implicit agendas and want to force the biometric vendors to do well on the tests. For example, the U.S. Federal Bureau of Investigation’s “Appendix F” fingerprint capture quality standard specifically EXCLUDES contactless solutions, forcing everyone down the same contact path.

But you and your novel thinking reject these unnecessary impediments. You’re not going to constrain yourself by the assertions of others. You are going to assert your own benefits. Develop and administer your own tests. Share with your prospects how wonderful you are without going through an intermediary. That will prove your superiority…right?

Bias 2: Process is Valuable

A biometric company has to perform a variety of tasks. Raise funding. Hire people. Develop, market, propose, sell, and implement products. Throw parties.

How will the company do all these things?

My bias

My brain, encumbered by my experience (including a decade at Motorola), persists in a belief that process is the answer. The process can be as simple as scribblings on a cocktail napkin, but you need some process if you want to cash out in a glorious exit—I mean, deliver superior products to your customers.

Perhaps you need a development processs that defines, among other things, how long a sprint should be. A capture and proposal process (Shipley or simpler) that defines, among other things, who has the authority to approve a $10 million proposal A go-to-market process that defines the deliverables for different tiers, and who is responsible, accountable, consulted, and informed. Or maybe just an onboarding process when starting a new project, dictating the questions you need to ask at the beginning.

Bredemarket’s seven questions. I ask, then I act.

Novel thinking

Sure all that process is fine…if you don’t want to do anything. Do you really want to force your people to wait two weeks for the latest product iteration? Impose a multinational bureauracy on your sales process? Go through an onerous checklist before marketing a product?

Google Gemini.

Just code it.

Just sell it.

Just write it.

Bias 3: Artificial Intelligence is Merely a Tool

The problem with experienced people is that they think that there is nothing new under the sun.

You talk about cloud computing, and they yawn, “Sounds like time sharing.” You talk about quantum computing, and they yawn, “Sounds like the Pentium.” You talk about blockchain, and they yawn, “Sounds like a notary public.”

My bias

As I sip my Pepperidge Farm, I can barely conceal my revulsion at those who think “we use AI” is a world-dominating marketing message. Artificial intelligence is not a way of life. It is a tool. A tool that in and of itself does not merit much of a mention.

Google Gemini.

How many automobile manufacturers proclaim “we use tires” as part of their marketing messaging? Tires are essential to an automobile’s performance, but since everyone has them, they’re not a differentiator and not worthy of mention.

In the same way, everyone has AI…so why talk about its mere presence? Talk about the benefits your implementation provides and how these benefits differentiate you from your competitors.

Novel thinking

Yep, the grandpas that declare “AI is only a tool” are missing the significance entirely. AI is not like a Pentium chip. It is a transformational technology that is already changing the way we create, sell, and market.

Therefore it is critically important to highlight your product’s AI use. AI isn’t a “so what” feature, but an indication of revolutionary transformative technology. You suppress mention of AI at your own peril.

How do I overcome my biases of experience?

OK, so I’ve identified the outmoded thinking that results from too much experience. But how do I overcome it?

I don’t.

Because if you haven’t already detected it, I believe that experience IS valuable, and that all three items above are essential and shouldn’t be jettisoned for the new, novel, and kewl.

  • Are you a identity/biometric marketing leader who needs to tell your prospects that your algorithms are validated by reputable independent bodies?
  • Or that you have a process (simple or not) that governs how your customers receive your products?
  • Or that your AI actually does unique things that your competitors don’t, providing true benefits to your customers?

Bredemarket can help with strategy, analysis, content, and/or proposals for your identity/biometric firm. Talk to me (for free).

By the way, here’s MY process (and my services and pricing).

Bredemarket: Services, Process, and Pricing. Revised 10/28/2026.

Why Do We Have Electronic Health Records?

I’ve discussed the electronic health record (EHR) before, and plan to do so again. But before I dive into EHRs and “the A word,” I want to take a look at WHY we have EHRs.

When dinosaurs roamed the earth

In the old days, even within the lifetimes of some of us, there were no ELECTRONIC health records. There were PAPER health records, stored in large file cabinets. If you were lucky, the health records were typed; heaven help you if they were in a doctor’s famously illegible handwriting.

When a relative’s doctor retired in the 20th century, the relative requested their health records and received a huge pile of paper dating back to who knows when. In that form, it was about as useful as the huge file cabinets in which the U.S. Federal Bureau of Investigation used to store its millions of fingerprint cards. And unfortunately, paper health records didn’t have the health equivalent of a “Henry system” to find individual records quickly.

The two purposes of an electronic health record

So now that we have electronic health records, why do we have them?

  • To make life easier for the doctor? Of course not.
  • To make life easier for the patient? Definitely not.

Electronic health records have evolved to serve two OTHER parties.

First, electronic health records serve the billers

I can’t speak to countries other than my own, but in the United States the health “system” is a mishmash of multiple parties. For example, when I had a colonoscopy a few years ago, the following entities were somehow involved:

  • The doctor who performed the colonoscopy.
  • The facility where the doctor performed the colonoscopy.
  • The anaesthesiologist who assisted with the colonoscopy.
  • My insurance company.
  • My former company (via COBRA) who provided me with the insurance.
  • And probably a half dozen other entities that I missed who somehow got a cut.

So this one procedure created one, or perhaps multiple, electronic health records (perhaps even with pictures) describing every chargeable thing that could be itemized during my time in the facility. All with the proper billing codes (Current Procedural Terminology or CPT codes) and the like, so that every entity can pay what they’re supposed to pay. And if a particular thing wasn’t covered by insurance, then I had to pay it.

Google Gemini.

The most important thing is to get the billing codes right…never mind how hard it is to ENTER all the billing codes.

But the good news is that when electronic health records systems integrate with medical billing systems, the process is kinda sorta streamlined:

“By integrating EHR and billing software, healthcare providers can automate various aspects of the billing workflow, resulting in increased efficiency, reduced manual work, and other tangible benefits.”

Second, electronic health records serve the lawyers and regulators

But it’s not only the billers who need information.

To practice medicine in the State of California, you have to perform a colonoscopy in accordance with medically approved procedures. And you have to document that you did so.

If I had died on the operating table during my colonoscopy, then a number of private and government entities would have a keen interest in what was performed during the colonoscopy. And the electronic health record would be one of the main sources of information about what happened, and perhaps what went wrong. And who was responsible. The doctor? The facility? The anaesthesiologist? Someone else?

But even when things don’t go spectacularly wrong, there are laws and regulations that mandate EHR use.

“The “EHR mandate” refers to the federal requirement for eligible healthcare providers to adopt and use certified EHR technology. Primarily affecting providers who accept Medicare, participation in MIPS and the Promoting Interoperability program requires CEHRT to avoid negative payment adjustments, which effectively necessitates EHR use.”

The result

So now the medical field has these wonderful EHRs that comply with billing requirements and legal requirements.

But are they easy to use? Forbes covered this.

“For instance, emergency medicine physicians at one health system must click 14 times to order Tylenol—that’s a lot. Yet, those at another health system using the same EHR must click 61 times!”

And that’s just for Tylenol. I’m sure it’s a lot worse for the camera that looked at my colon.

It could have been worse, because many Americans are not healthy.

“[O]ur patients have increasingly complex health needs. More than 40% of American adults have at least two chronic conditions, one-third take at least three medications, and one-fifth suffer from mental illness.”

Put these and other things together, and EHRs have become (as I said before) “a pain in a particular body part.”

Google Gemini.

So that’s the problem with EHRs. Later I’ll look at the solutions, including: