Tag Archives: nist

Making Case Studies (and Other Content) Specific So Prospects Act

(Imagen 4)

Tech CMOs want to move their prospects to act and buy world-changing offerings (products or services) from their firms…and I want to move my tech CMO prospects to act and buy marketing and writing services from Bredemarket. So tech CMOs, I definitely feel your pain. But how can you move your prospects…and how can I move you?

Failure of a vague problem, solution, and results

In my recent post about converting an end customer interview into a case study, I discussed a “problem, solution, results” simple case study outline.

Justin Welsh just discussed the same thing, but with better words.

“I copy/pasted a spreadsheet of over 100 posts I’ve written that created real impact for my readers into ChatGPT, and I found a pattern:

“Specific struggle + specific transformation = lasting change

“Not some vague tension. Not a generic transformation. Specific moments where everything shifted.”

My specific solution

Of course the dozen case studies I ghostwrote for my client were implicitly specific. But it’s helpful to make that word “specific” explicit.

Imagen 4.
  • Because my client had a specific problem. The client needed its prospects to understand how its offering could solve nagging prospect problems. Riots. Car thefts. Robberies.
  • And my client had a specific solution. I can’t reveal the solution without giving the client away, but let’s just say the the solution simultaneously addressed the end customers’ dual needs of speed and accuracy, as well as other end customer concerns.
  • As for specific results, I confess I don’t know. In this case my client never got back to me and said, “John, case study 3 attracted a prospect that ended up buying an annual contract.” And my primary contact at the client subsequently moved to another firm. But the fact that the client stuck with me for a dozen case studies and some subsequent NIST FRTE analysis work indicates that I did something right.

You see what I did there. Well, as much as I could while preserving my ghostwriter status and my client’s anonymity.

What is your specific problem?

This section of the blog post is specifically addressed to tech CMOs and other marketers. The rest of you can skip this part and watch this entertaining video instead.

Imagen 4.

Now I know I’ve loaded this post with links to previous Bredemarket content that addresses the…um…specific topics in much more detail. Maybe you clicked on the links, or maybe you didn’t. I will find out.

But if you are ready to move forward, this is the one link you need to click. (“Now you tell me, John!”) It lets you set up a meeting with Bredemarket to discuss your specific needs.

Wanna Know a “Why” Secret About Bredemarket’s TPRM Content?

(The picture is only from Imagen 3. I’ve been using it since January, as you will see.)

Here’s a “why” question: why does Bredemarket write the things it writes about?

Several reasons:

  • To promote Bredemarket’s services so that you meet with me and buy them.
  • To educate about Bredemarket’s target industries of identity/biometrics, technology, and Inland Empire business.
  • To dive into specific topics that interest me, such as deepfakes, HiveLLM, identity assurance levels, IMEI uniqueness, and Leonardo Garcia Venegas (the guy with the REAL ID that was real).
  • Because I feel like it.

And then there are really specific reasons such as this one.

In late January I first wrote about third-party risk management (TPRM) and have continued to do so since.

Why?

TPRM firm 1

Because at that time, a TPRM firm had a need for content marketing and product marketing services, and Bredemarket started consulting for the firm.

I was very busy for 2 1/2 months, and the firm was happy with my work. And I got to dive into TPRM issues in great detail:

  • The incredibly large number of third parties that a vendor deals with…possibly numbering into the hundreds. If hundreds of third parties have YOUR data, and just ONE of those third parties is breached, bad things can happen.
  • The delicate balance between automated and manual work. News flash: if you look at my prior employers, you will see that I’ve dealt with this issue for over 30 years.
  • Organizational process maturity. News flash: I used to work for Motorola.
  • All the NIST standards related to TPRM, including NIST’s discussion of FARM (Frame, Assess, Respond, and Monitor). News flash: I’ve known NIST standards for many years.
  • Other relevant standards such as SOC 2. News flash: identity verification firms deal with SOC 2 also.
  • Fourth-party, fifth-party, and other risks. News flash: anyone that was around when AIDS emerged already knows about nth-party risk.

But for internal reasons that I can’t disclose (NDA, you know), the firm had to end my contract.

Never mind, I thought. I had amassed an incredible 75 days of TPRM experience—or about the same time that it takes for a BAD TPRM vendor to complete an assessment. 

But how could I use this?

TPRM firm 2

Why not put my vast experience to use with another TPRM firm? (Honoring the first firm’s NDA, of course.)

So I applied for a product marketing position with another TPRM firm, highlighting my TPRM consulting experience.

The company decided to move forward with other candidates.

The firm had another product marketing opening, so I applied again.

The company decided to move forward with other candidates.

Even if this company had a third position, I couldn’t apply for it because of its “maximum 2 applications in 60 days” rule.

TPRM firm 3

Luckily for me, another TPRM firm had a product marketing opening. TPRM is active; the identity/biometrics industry isn’t hiring this many product marketers.

  • So I applied on Monday, June 2 and received an email confirmation:
  • And received a detailed email on Tuesday, June 3 outlining the firm’s hiring process.
  • And received a third email on Wednesday, June 4:

“Thank you for your application for the Senior Product Marketing Manager position at REDACTED. We really appreciate your interest in joining our company and we want to thank you for the time and energy you invested in your application to us.

“We received a large number of applications, and after carefully reviewing all of them, unfortunately, we have to inform you that this time we won’t be able to invite you to the next round of our hiring process.

“Due to the high number of applications, we are unfortunately not able to provide individual feedback to your application at this early stage of the process.

“Again, we really appreciated your application and we would welcome you to apply to REDACTED in the future. Be sure to keep up to date with future roles at REDACTED by following us on LinkedIn and our other social channels. 

“We wish you all the best in your job search.”

Unfortunately, I apparently did not have “impressive credentials.” Oh well.

TPRM firm 4?

What now?

If nothing else, I will continue to write about TPRM and the issues I listed above.

Well, if any TPRM firm wants to contract with Bredemarket, schedule a meeting: https://bredemarket.com/cpa/

And if any TPRM firm wants to use my technology experience and hire me as a full-time product marketer, contact my personal LinkedIn account: https://www.linkedin.com/in/jbredehoft

I’m motivated to help your firm succeed, and make your competitors regret passing on me.

Sadly, despite my delusions of grandeur and expositor syndrome (to be addressed in a future Bredemarket blog post), I don’t think any TPRM CMOs are quaking in their boots and fearfully crying, “We missed out on Bredehoft, and now he’s going to work for the enemy and crush us!”

But I could be wrong.

Do We Have 18,000 Forensic Sciences?

Mike Bowers (CSIDDS) shared a Substack article by Max Houck regarding the uneven nature of forensic science in the United States. Houck’s thesis:

…how the fragmented, decentralized nature of American law enforcement and forensic practice creates a landscape where what counts as science (and possibly what counts as justice) can vary wildly depending on where you happen to be.

There are about 18,000 police agencies in the United States at all levels of government, and 400 separate forensic laboratories.

But we have standards, right?

Do Even when national scientific bodies like ASTM or NIST’s OSAC develop well-reasoned, consensus-based forensic standards, adoption is purely voluntary. Some laboratories fully integrate these standards, using them to validate methods, structure protocols, and train staff. Most others ignore them, modify them, or apply them selectively based on local preference or operational convenience. There is no enforcement mechanism, no unified system of oversight. The science exists, but whether it is followed depends on where you are.

Houck’s article details many other issues that plague forensic science, but the main issues arise because there are 18,000 different authorities on the matter. Because this is a structural issue, deeply rooted in how Americans think of governing ourselves, Houck doesn’t see an easy solution.

Reforming this system will not be easy. It runs up against the powerful American instincts toward local control, political independence, and legal precedent. Federal mandates for forensic accreditation, national licensing of analysts, or the establishment of an independent forensic science* oversight body (all ideas floated over the years) face stiff political and logistical resistance. I don’t give these ideas much of a chance.

Even Houck’s minimal suggestions for reform are questionable. In fact, if you read the list of his solutions at the bottom of his article, you’ll see that he’s already crossed one of them out.

Federal funding could be tied to meaningful accreditation and quality assurance requirements.

(Imagen 3)

Frame, Assess, Respond, and Monitor (FARM) in Third-Party Risk Management

I just listened to a third-party risk management (TPRM) Mitratech webinar about NIST cybersecurity frameworks, hosted by OCEG, which talked about a farm.

No, they’re not planting corn at NIST’s Gaithersburg headquarters.

(At least I don’t think so. I haven’t been there since early 2009, back when Motorola and Safran people couldn’t talk about the possible acquisition. We did anyway. But I digress.)

Back to TPRM. In Mitratech’s case, FARM stands for “frame, assess, respond, and monitor.”

Here’s how Mitratech introduced the topic in a 2022 post:

NIST SP 800-53 is considered the foundation upon which all other cybersecurity controls are built. With SP 800-161 Rev. 1, NIST outlines a complementary framework to frame, assess, respond to, and monitor cybersecurity supply chain risks. Together, SP 800-53 and supplemental SP 800-161 control guidance present a comprehensive framework for assessing and mitigating supplier risks.

If you visit the latest (as of 2024) update to SP 800-161, you can find NIST’s explanation of the FARM in Appendix G. The three referenced levels in the quote below are the enterprise, mission, and operations levels.

The first approach is known as FARM and consists of four steps: Frame, Assess, Respond, and Monitor. FARM is primarily used at Level 1 and Level 2 to establish the enterprise’s risk context and inherent exposure to risk. Then, the risk context from Level 1 and Level 2 iteratively informs the activities performed as part of the second approach described in The Risk Management Framework (RMF). The RMF predominantly operates at Level 3 [SP80037], – the operational level – and consists of seven process steps: Prepare, Categorize, Select, Implement, Assess, Authorize, and Monitor.

Briefly:

  • Frame establishes the context.
  • Assess is the risk assessment itself.
  • Respond is where the assessors communicate the results of the assessment and propose mitigations and controls.
  • Monitor is compliance verification and continuous monitoring.

Section G.2 of the document includes much, much more detailed definitions of the FARM elements, should you be interested. I’d provide those details myself, but then I fear I’d have to say to you, “Sorry if I’ve stayed too long.”

Why Do CPAs (the real ones) Manage SOC 2 Audits?

I’ve been around a ton of compliance frameworks during and after the years I worked at Motorola. 

  • The Capability Maturity Model (CMM), from the days before CMMI came into being.
  • The entire ISO 9000 family.
  • The General Data Protection Regulation (GDPR).
  • The California Consumer Privacy Act (CCPA) and the related California Privacy Rights Act (CPRA).
  • The Health Insurance Portability and Accountability Act (HIPAA).
  • The NIST Cybersecurity Framework (CSF).
  • I’d personally throw the FBI CJIS Security Requirements onto this list.

SOC it to me

There is one compliance framework that is a little different from CMM, ISO, GDPR, and all the others: the System and Organization Controls (SOC) suite of Services. 

The most widely known member of the suite is SOC 2® – SOC for Service Organizations: Trust Services Criteria. But you also have SOC 1, SOC 3, SOC for Cybersecurity, SOC for Supply Chain, SOC for Steak…whoops, I made that one up because I’m hungry as I write this. But the others are real.

Who runs the SOC suite

But the difference about the SOC suite is that it’s not governed by engineers or scientists or academics.

It’s governed by CPAs.

And for once I’m not talking about content-proposal-analysis experts.

I’m talking about the AICPA, or the Association of International Certified Professional Accountants.

Which begs the question: why are a bunch of bean counters defining compliance frameworks for cybersecurity?

Why CPAs run the SOC suite

Ask Schneider Downs. As an accounting firm, they may have an obvious bias regarding this question. But their answers are convincing.

  • “CPAs are subject matter experts in risk management.” You see, my reference above to “bean counters” was derogatory and simplistic. Accounts need to understand financial data and the underlying risks, including vulnerabilities in cash flow, debt, and revenue. For example, if you’ve ever talked to a CxO, you know that revenue is never guaranteed.
  • “It was a natural progression to go from auditing against financial risk to auditing against cybersecurity risk.” Now this may seem odd on the surface, because you wouldn’t think mad Excel skills will help you detect deepfakes. But ignore the tools for a moment and look at a higher levels. Because of their risk management expertise, they can apply that knowledge to other types of risk, including non-financial ones. As Schneider Downs goes on to say…
  • “CPAs understand internal control concepts and the appropriate evidence required to support the operating effectiveness of controls.” You need financial controls at your company. You aren’t going to let the summer intern sign multi-million dollar checks. In the same way you need to identify and evaluate the internal controls related to the Trust Services Criteria (TSC) associated with SOC 2: security, availability, processing integrity, confidentiality, and privacy.

So that’s why the accountants are running your SOC 2 audit.

And don’t try to cheat when you pay them for the audit.

And one more thing

A few of you may have detected that the phrase “SOC it to me” is derived from a popular catchphrase from the old TV show Rowan & Martin’s Laugh-In.

A phrase that EVERYBODY said.

(Wildebeest accountants from Imagen 3)

Baby Steps Toward Order of Magnitude Increases in Fingerprint Resolution

(Part of the biometric product marketing expert series)

For many years, the baseline for high-quality capture of fingerprint and palm print images has been to use a resolution of 500 pixels per inch. Or maybe 512 pixels per inch. Whatever.

The crime scene (latent) folks weren’t always satisfied with this, so they pushed to capture latent fingerprint and latent palm print images at 1000 pixels per inch. Pardon me, 1024.

But beyond this, the resolution of captured prints hasn’t really changed in decades. I’m sure some people have been capturing prints at 2000 (2048) pixels per inch, but there aren’t massive automated biometric identification systems that fully support this resolution from end to end.

But that may be changing.

One important truth about infant fingerprints

For about as long as latent examiners have pursued 1000 ppi print capture, people outside of the criminal justice arena have been looking at fingerprints for a very different purpose.

Our normal civil fingerprint processes require us to identify people via fingerprints beginning at the age of 18, or perhaps at the age of 12.

But gow do we identify people in those first 12 years?

More specifically, can we identify someone via their fingerprints at birth, and then authenticate them as an adult by comparing to those original prints?

It’s a dream, but many have pursued this dream. Dr. Anil Jain at Michigan State University has pursued this for years, and co-authored a 2014 paper on the topic.

Given that children, as well as the adults, in low income countries typically do not have any form of identification documents which can be used for this purpose [vaccination], we address the following question: can fingerprints be effectively used to recognize children from birth to 4 years? We have collected 1,600 fingerprint images (500 ppi) of 20 infants and toddlers captured over a 30-day period in East Lansing, Michigan and 420 fingerprints of 70 infants and toddlers at two different health clinics in Benin, West Africa.

At the time, it probably made sense to use 500 pixel per inch scanners to capture the prints, since developing countries don’t have a lot of money to throw around on expensive 1000 ppi scanners. But the use of regular scanners runs counter to a very important truth about infants and their fingerprints. Are you sitting down?

Because infants are smaller than adults, infant fingerprints are smaller than adult fingerprints.

Think about it. The standard FBI fingerprint card assumes that a rolled fingerprint occupies 1.6 inches x 1.5 inches of space. If you were to roll an infant fingerprint, it would occupy much less than that. Heck, I don’t even know if an infant’s entire FINGER is 1.6 inches long.

So the capture device is obtaining these teeny tiny ridges, and these teeny tiny ridge endings, and these teeny tiny bifurcations. Or trying to. And if those second-level details can’t be captured, then you’re not going to get the minutiae, and your fingerprint matching is going to fail.

So a decade later, researchers today are adopting a newer approach, according to a Biometric Update summary of an ID4Africa webinar. (This particular portion is at the very end of the webinar, at around the 2 hour 40 minute mark.)

A video presentation from Judge Lidia Maejima of the Court of Justice of Parana, Brazil introduced the emerging legal framework for biometric identification of infants. Her representative Felipe Hay explained how researchers in Brazil developed 5,000 dpi scanners, he says, which accurately record the minutiae of infants’ fingerprints.

Did you capture that? We’re moving from five hundred pixels per inch to FIVE THOUSAND pixels per inch. (Or maybe 5120.) Whether even that resolution is capable of capturing infant fingerprint detail remains to be seen.

And as Dr. Joseph Atick noted, all this research is still in its…um…infancy. We won’t know for years whether the algorithms can truly match infant fingerprints to child or adult fingerprints.

By the way, when talking about digital images, Adobe notes that the correct term is pixels per inch, not dots per inch. DPI specifically refers to printer resolution, which is appropriate when you’re printing a fingerprint card but not when you’re displaying an image on a screen.

(Image from From https://nvlpubs.nist.gov/nistpubs/SpecialPublications/NIST.SP.500-290e3.pdf )

Amazon One and Palm/Vein Identity Scanning in Healthcare: Does It Work?

If you create your own test data, you’re more likely to pass the test. So what data was used for Amazon One palm/vein identity scanning accuracy testing?

(Part of the biometric product marketing expert series)

(Image from Imagen 3)

I’ve previously discussed Amazon’s biometric palm/vein identity scanning efforts. But according to Dr. Sai Balasubramanian, M.D., J.D. in Forbes, Amazon is entering a new market, healthcare.

“Amazon announced that it is partnering with NYU Langone to launch Amazon One, a contactless palm screening technology, throughout the health system.”

Which makes sense, as long as the medical professional isn’t wearing gloves. I don’t know if Amazon One can read veins through medical gloves.

As I reflected upon this further, I realized something:

  • NIST has tested fingerprint verification and identification.
  • NIST has tested facial recognition. (Not that Amazon participated.)
  • NIST has tested iris recognition.

But NIST has never conducted regular testing of palm identification in general, or palm/vein identity scanning in particular. Not for Amazon. Not for Fujitsu. Not for Imprivata. Not for Ingenico. Not for Pearson. Not for anybody.

So how do we know that Amazon One works?

Because Amazon said so.

“Amazon One is 100 times more accurate than scanning two irises. It raises the bar for biometric identification by combining palm and vein imagery, and after millions of interactions among hundreds of thousands of enrolled identities, we have not had a single false positive.”

Claims may dazzle some people, but (as of 2023) Jim Nash was not among them:

“The company claims it is 99.999 percent accurate but does not offer information supporting that statistic.”

And so far I haven’t found any either.

Since the company trains its algorithm on synthetically generated palms, I would like to make sure the company performs its palm/vein identity scanning accuracy testing on REAL palms. If you actually CREATE the data for any test, including an accuracy test, there’s a higher likelihood that you will pass.

I think many people would like to see public substantiated Amazon One accuracy data. ZERO false positives is a…BOLD claim to make.

On Marketing Personas

(Imagen 3)

Marketing personas are like NIST biometric tests.

They’re not real.

Use them with caution.

Marketing personas.

This part isn’t in the video:

Yes, I know that marketing personas are representations of your hungry people (target audience) that wonderfully focus the mind on the people interested in your product or service. But if we’re being honest with ourselves, a software purchase is not greatly influenced by a non-person entity’s go-to coffee shop order.

Or whether the purchasing manager is 28 or 68.

So don’t go overboard in persona development.

That is all.

Except for the Bredemarket content-proposal-analysis promo.

https://bredemarket.com/cpa/

CPA

P.S. Dorothy Bullard’s article can be found here.

Clean Fast Contactless Biometrics

(Image from DW)

The COVID-19 pandemic may be a fading memory, but contactless biometrics remains popular.

Back in the 1980s, you had to touch something to get the then-new “livescan” machines to capture your fingerprints. While you no longer had messy ink-stained fingers, you still had to put your fingers on a surface that a bunch of other people had touched. What if they had the flu? Or AIDS (the health scare of that decade)?

As we began to see facial recognition in the 1990s and early 2000s, one advantage of that biometric modality was that it was CONTACTLESS. Unlike fingerprints, you didn’t have to press your face against a surface.

From https://www.youtube.com/watch?v=4XhWFHKWCSE.

But then fingerprints also became contactless after someone asked an unusual question in 2004.

“Actually this effort launched before that, as there were efforts in 2004 and following years to capture a complete set of fingerprints within 15 seconds…”

This WAS an unusual question, considering that it took a minute or more to capture inked prints or livescan prints. And the government expected this to happen in 15 seconds?

A decade later several companies were pursuing this in conjunction with NIST. There were two solutions: dedicated kiosks such as MorphoWave from my then-employer MorphoTrak, and solutions that used a standard smartphone camera such as SlapShot from Sciometrics and Integrated Biometrics.

Slide 10 from the NIST presentation posted at https://www.nist.gov/system/files/documents/2016/12/14/iai_2016-nist_contactless_fingerprints-distro-20160811.pdf.

The, um, upshot is that now contactless fingerprint and face capture are both a thing. Contactless capture provides speed, and even the impossible 15 second capture target was blown away. 

Fingers and faces can be captured “on the move” in airports, border crossings, stadiums, and university lunchrooms and other educational facilities.

Perhaps Iris and voice can be considered contactless and fast. 

But even “rapid” DNA isn’t that rapid.