The answer to FaceGuard success is solving a difficult conundrum… motivate prospects to purchase FaceGuard.  ‘Purchase’ in the context of buy-in to the story.

The situation begins with the reality that password managers are consistently only used by 3% of the population. Translated into simple terms: 97 out of the next 100 people you meet do not use a password manager.

Why? The explanations vary from some folks don’t trust password managers and fear if the password manager is lost or stolen, the user loses everything — to a password manager seems like too much work to add all the usernames and passwords. Another theory is that even one more password is one too many. And then there are the dismaying thoughts:

(1) most humans don’t think they are vulnerable
(2) they naively believe they can remember more than a few strong passwords
(3) they use the same or a variation on the same password for everything
(4) they write passwords down on a piece of paper and keep it in their wallet/purse/desk drawer. Of course, if their document is lost or stolen, they are well and truly out of luck.

Part of the solution seems to be revealed in research saying “sell convenience”. That’s a powerful offer. Another pitch is centered around fear and security.  Both are questionable given all the money that’s been spent marketing password managers to only attain 3% of the population.  It seems the right message hasn’t been found by any of the major password management vendors. FaceGuard is hoping “fun” can be a winning factor.

FaceGuard, using familiar faces, delivers an endorphin rush every time an emotional connection occurs.Such a stimulus has multiple advantages:

(1) User successfully spots a familiar face in a crowd of strangers – which is not unlike finding a friend at a party
(2) That in turn leads to a feeling of success solving the challenge and a visceral response to the recognized individual.

Plus the mind creates a the time/space collapse where multiple stimuli occur instantaneously when a familiar faces appears. It’s very strange and totally non scientific –  but it happens quite frequently with a face – and never with a password.

There is another item to note for a fuller understanding. Specifically, one user can’t easily share their access with another person as they can with a password. Moreover, because access is via recognizing faces, there is no master password and no need for a password re-set.

Protected by dozens of friends and family… how to get the premise to resonate?

We need that “thousand songs in your pocket” eureka moment for FaceGuard. Yes. it’s a password manager, but perhaps the memory machine is the magic.


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