Technically this isn’t a Bredemarket video—I developed it for a post on my personal LinkedIn profile—but my consultancy Bredemarket operates with the same understanding.
Experienced senior product marketer.
As I assert in this video, managing identity / biometric / technology complexity requires a product marketer who speaks both technology and business languages.
Yes, the audio track is generated via Google Lyria. And frankly, about half the text here is from Google Gemini. But the 30+ years of experience (whoops, wasn’t supposed to say that!) behind everything is 100% human.
If you are a marketing leader seeking to invigorate your team with the biometric product marketing expert (look it up!), visit my LinkedIn profile.
When writing your case study, your results can be benefits realized by the various stakeholders.
Power Underfoot. Google Lyria. Public Domain.
Bredemarket writes case studies. Not for kinetic dance-floor crosswalks (yet), but for leading products and services from identity, biometric, and technology firms.
Can you let generative AI edit your Word document? Sure, if Track Changes is on. But there’s a cost.
An analysis need
I had a multi page Microsoft Word document, originally written by a client and subsequently edited by me in two separate sessions. This version, 1.2, desperately needed a sanity check—analysis, if you will.
First, to see if it made sense.
Second, to see if it properly addressed two distinct sets of hungry people (target audiences): the business audience interested in the brief introduction, and the technical audience interested in the main body of the document.
I wanted to use a tool to perform the work, but I didn’t want the tool to just make the changes on its own. All I need is one buried hallucination and my client’s credibility would be ruined.
Google Gemini.
Suggesting the changes
So I told the tool that I wanted to create a version 1.3, and to compile a list of suggested changes for my review, describing the two sets of hungry people for portions of the document, and capping the list of suggested changes at 40.
It created a list of 38 suggested changes, within my self imposed limit.
Google Gemini.
But before I could review the list, the tool asked me a question (paraphrased):
“Do you want me to apply the changes and create a marked up version 1.3?”
Making the changes
Those words “marked up” gave me joy. If you haven’t worked with Microsoft Word, it has a “Track Changes” feature to let you know every change someone (or something) made to a document. You can either accept them or reject them.
Google Gemini.
For me it was the best of both worlds. The tool could automatically make the changes without forcing me to make them manually. And I could review its work.
So I let the tool make the 38 changes, and I waited. And waited. (And spent an inordinate amount of tokens.)
But the tool delivered my 1.3 document, all marked up.
Google Gemini.
Reviewing the changes
I accepted most of the changes, with one major exception.
You see, in my first round of manual edits I had changed most of the section numbers, failing to realize that the text included hard-coded references to the old section numbers.
The tool fixed these so that the hard coded references were now directed to the new section numbers. That was fine.
But then the tool inserted hard coded references to the page numbers. That was NOT fine, since this is a living document that may expand or contract, changing the pagination.
It cost you
But all in all the markup looked good, was accurate, and saved me and my client time. But it did have a cost.
Google Gemini.
Now I just have to decide when to spend tokens and let the tool create a marked up version.
By the way, here’s a video summary.
Let Me Do It. Google Lyria. Public Domain.
So what?
Of course, my view of generative AI use falls within these two extremes.
If you even think of using generative AI in any way, you will never consult for us again.
Your performance is measured by the number of tokens you consume.
Yet in reality, my use or non-use of generative AI is extremely inconsequential. The much more important factor is my expertise in identity, biometrics, and technology.
If you want to harness that expertise for your firm, talk to me.
The one drawback of Google Lyria is that even when you tell it that you want to title a track with a particular title, Lyria makes up its own anyway.
My prompt:
“The title of the song is “West of Waltham.” The instrumental consists of maritime sounds (bells, horns, seagulls) mixed with acoustic guitar. A goth male sings about searching for work as an identity product marketing manager, finding a priceless job opportunity west of Waltham, and applying for it on the spot.”
Incidentally, using the phrase “goth male” is the only way I’ve found to guarantee that the singer will be male.
Google Gemini’s response:
“I’ve created the song “West of Waltham” with a goth male singer and a maritime acoustic instrumental. It’s ready to play!”
And Gemini presented me with…”Salt and Ledger.”
Oh well…
“Salt and Ledger (West of Waltham).” Google Lyria. Public Domain.
For example, I extracted some of the material from the video and placed it in the article in text form.
And my clients turn to me to help with some very specific tasks:
Market analysis.
Competitive analysis.
Product analysis.
Pilots and deployments.
Grants and opportunities.
Laws and regulations.
I’ve worked on all of these things for multiple clients, usually following a process of kicking off the project, periodically (e.g., weekly) reporting status, and issuing a final report. This often also involves some project management of keeping track of various tasks.
And I told part (not all) of the story of my last few months as an IDEMIA employee: how our grand plans to expand into stadiums kinda sorta fell apart when all the stadiums closed due to COVID-19.
Those things happen.
But the main point remained.
Do you need a trusted partner with over 30 years of identity/biometric experience?
