The Michel Fortin Blog

There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a...

Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that's the way to answer them -- not by arguments around a table. Go to the court of last resort -- the buyers of your product. On every new project there...

Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, "Best in the world," "Lowest price in existence," etc. are at best simply claiming the expected. But superlatives of that...