by Gary Mintchell | May 14, 2025 | Generative AI, Marketing
Moira Gunn hosted a linguistics professor called Dr. Emily Bender on her podcast Tech Nation. Bender had released a book with Dr. Alex Hannah, The AI Con: How to Fight Big Tech’s Hype and Create the Future We Want.
My interest was piqued when they mentioned a 2021 paper by Bender, et. al., on language models called Stochastic Parrot.
As one of the thinkers attempting some common sense to cut through the AI hype, I love that term. Much of generative AI and large language models are simply probability calculations based on learned text. In other words:
Stochastic—a random probability distribution that may be analyzed statistically but may not be predicted precisely—plus Parrot—to repeat something said by someone else without thought or understanding.
There are writers on both sides of the hype divide—the doom sayers and the optimistic hype sayers—who have let imagination run amok. Shall we pull back a little and look for those applications where this will really help. Applications other than providing more words for marketers to stuff into a news release, that is.
by Gary Mintchell | Apr 29, 2025 | Marketing
One following on the heels of another, along came three press releases regarding company rebranding. Do you find a wee bit of humor for your day reading some marketing explanation for something that doesn’t particularly require explanation?
I worked for a company that sent a bunch of money to a branding consultant. They devised a new logo. The company published a two-page letter to explain the logo. I think the logo should be self-explanatory. Silly me. That’s why I’m not a marketing consultant, I guess.
Here are news items from Stratus Technologies, Zilliant, and Abnormal Security. If you are customers, you’ll need to know this in order to find them in the future.
Stratus—>Penguin
Stratus Technologies has officially rebranded to Penguin Solutions reflecting our expanded high performance and high availability compute infrastructure solutions and services. Our Stratus-branded products, such as Stratus ztC Endurance and Stratus ztC Edge, remain best-in-class high availability and fault-tolerant computing platforms for ensuring the continuous availability of your critical applications and data in data centers and edge locations.
Actually, Stratus was sold. The new company wants its own brand on the products.
Zilliant Unveils New Precision Pricing Platform to Transform Pricing Anxiety into Business Power
You can’t beat that headline for sounding great but telling us little. Oh, yes, new brand identity along with it.
Zilliant, the leader in pricing lifecycle management, announced the launch of its new brand identity and positioning focused on eliminating “Pricing Anxiety” for B2B manufacturing and distribution businesses. The relaunch includes a refreshed visual identity, updated messaging and the introduction of the Precision Pricing Platform, which helps organizations transform pricing from a source of confusion and conflict into a driver of growth and competitive advantage.
Zilliant was motivated by discussions with B2B manufacturing and distribution businesses on how many recognize pricing as a critical business process and how often executives don’t realize they should own this critical function. Through its new positioning, Zilliant aims to expose these oversights and demonstrate how unlocking the power of pricing as a core business driver can transform company performance.
The company’s new website, visual identity and simplified product portfolio reflect Zilliant’s bold approach to solving the universal, unspoken pricing crisis affecting businesses worldwide.
Abnormal Security Rebrands to Abnormal AI; Returns to Original Name as It Continues to Protect Humans From Cybercrime with AI
OK, we tried something new only to discover the old name was better.
Abnormal Security, the leader in AI-native human behavior security, announced it has rebranded as Abnormal AI, a move that reflects its evolution into a broader AI-native security platform designed to protect humans across the enterprise.
The change marks a return to the company’s original name—Abnormal AI—which it operated under following its inception in 2018. The name eventually shifted to Abnormal Security, as the market at the time wasn’t ready to embrace the idea of artificial intelligence as the foundation of enterprise security. But as AI now reshapes industries, attacker tactics, and enterprise technology alike, the timing has never been more appropriate.
The transition to Abnormal AI signals the company’s expansion beyond email security, as it builds a behavioral AI platform to secure people across the enterprise, from collaboration tools to cloud applications. The name change also reinforces the company’s position as one of the few truly AI-native security platforms—designed, built, and operated with AI at the core.
As part of the rebrand, the company’s legal name has changed from Abnormal Security Corporation to Abnormal AI, Inc. Its new website domain is now abnormal.ai, though existing email addresses, customer contracts, support channels, and product access will remain unchanged for the immediate future.
by Gary Mintchell | Jan 29, 2025 | Marketing
Mike Maples, Jr. appeared on this week’s podcast episode of Guy Kawasaki’s Remarkable People. Maples is a seed round venture capitalist. He talked of his hits and misses.
Most interesting to me came from Kawasaki’s question about what he looks for when an entrepreneur comes in to make a pitch. I’ve listened to CEOs and other executives for 25 years come in to pitch me on the value of writing about their companies. Maples’ answer resonated.
What the VC most wants to know is what’s the product. What are you doing? Why should anyone care? Who has validated the idea?
Don’t come in with 20 slides about market and millennials and competitors and the like. Don’t wait until slide 24 to say what you’re doing. By then, you’ve lost the game.
I don’t remember who the perpetrator was, but I painfully recall a meeting in the Automation World offices around 2010.
The CEO came in with a PowerPoint deck. Only he and I were in the conference room. After about 20 slides about his bio and the company bio and the market, I interrupted to ask what they did. He said, wait until slide 35. I’ll get to it. I told him I knew the market and the technology landscape. Just tell me what you do.
I’ve found software spokespeople especially susceptible to this disease. It’s as if they are embarrassed by the paucity of the “advancement.” They need to snow you with big words. They seem reluctant to get into the “what’s new” part.
I’m glad to find I have big-time company in my attitude toward these presentations.
Tell me (or anyone) what you’re doing, what’s the product (or service), why should anyone care. If it’s a tech thing, I enjoy knowing the underlying technology—but only after you have my attention with what you do.
by Gary Mintchell | Sep 26, 2024 | Marketing
Satire marketing can be a dangerous thing. Attacking a competitor or failing to find humor can kill the vibes. Consistent humor not derogatory toward any particular group but only toward a way of doing business that most everyone knows lacks awareness can be quite effective.
When Quickbase marketers showed me the first sample of its “Status Co” marketing campaign, I shuddered. But they carried it off well including using it as the theme of the IMTS stand. It’s humorous while poking fun at a variety of backward ways of managing data and operations.
Here’s a link to one of the LinkedIn posts. Check them out for an example of cute marketing staying just on the right side of the line.
by Gary Mintchell | Aug 6, 2024 | Marketing, News
This product is not in my sweet spot, but it’s one of those applications I’d have loved in a previous stop in my career.
Compatio AI has unveiled Compatio Configure. The tool is aimed at the electrical and industrial automation industries, providing insights into product compatibility and application relevance.
It enables staff, regardless of experience level, to configure solutions adhering to technical specifications, intricate inter-product compatibility and sales history. Configure is built on Compatio AI’s proprietary Product eXpert Engine, a graph database that integrates AI, data science and human expertise to create “Real Intelligence”.
Key features of Compatio AI’s Configure include:
- Inventory Awareness: Configure maintains real-time inventory awareness, ensuring that all product recommendations are not only technically compatible but also currently available for prompt delivery. This engagement extends seamlessly through product utilization and advocacy, delivering a cohesive and enriching ownership journey.
- Integrated Optimized Recommendations: Utilizing an advanced algorithm, Configure provides optimized recommendations that meet the specific needs of each customer, improving efficiency and satisfaction.
- Integrated Knowledge Base: A comprehensive knowledge base powers Configure, enabling it to make informed configuration and compatibility-based recommendations across the entire enterprise.
Also launched are four pre-built configurators:
- panel boards
- enclosures
- variable frequency drives (VFD)
- motor controls
by Gary Mintchell | Jun 19, 2024 | Marketing, Operations Management, Software
I can still remember the meeting to discuss technology, although I’m hazy on the exact date now but sometime in 2003. We had a new magazine. This was when ISA still had relatively large trade shows. My publisher called me. Seems there was a guy in our booth looking for the editor. He had some kind of revolutionary new software built on Java and was IT friendly.
OK, many CEOs had talked to me even in my brief career as an editor with something revolutionary. They are mostly long since exited from the market.
Steve Hechtman was different, but it took a bit of time for me to be certain. He told me about his new company Inductive Automation. It was SCADA/HMI software. I put it in a mental bin along with Wonderware and Intellution at the time. He talked about using standards that were friendly with the IT people and pricing models that would blow away the competition.
And all these years later, Inductive Automation is still thriving. They’ve built quite an ecosystem. (Yes, they are a long-time sponsor, but this is not an advertisement essay. I just happened to see this summary.)
The event that prodded me to write this brief essay was a conversation with a start-up CEO (more news coming next week about that) who had identified an underserved market niche that could be filled quite nicely. I thought about the market I principally write about and how Ignition fit. I wonder, given the maturity of the large automation companies and stagnant market, if perhaps there are other niches opening for enterprising visionaries?
This information came to me. Since I’ve often written about building products on open standards, I thought a little story of how it actually works would be instructional.
- Ignition is a practical and affordable industrial automation platform based on open technology standards that are safe to trust and easy to support.
- Based on IT standards — like SQL, Python, MQTT, and OPC UA — and works with practically anything.
- Based on the open source Java platform and modern technology languages like HTML5 and CSS to keep implementation dependencies to a minimum.
- Ignition is a system in which your equipment all plays well together and you can implement processes freely without extra fees or royalties.
