Most AI output sounds generic because the brief was generic. CASE is the four-part brief I use so AI works from my frameworks, my standards, and my voice instead of the average.
Category: Frameworks & Models
Michel Fortin’s frameworks and models. Power Positioning, FAME, OATH, QUEST, FORCEPS, IDEAL, and the thinking behind each one.
How I Run an AI Visibility Audit
Article Summary An AI visibility audit measures whether AI assistants name a firm when buyers ask for help, which sources they cite to justify it,…
How I Build Brand Memory So AI Recommends Me
Wikidata had five Michel Fortins before I added mine. An actor, a mathematician, a politician, an archeologist, a dentist. AI can’t recommend a name it can’t place. Here’s how I fixed that, and what it taught me about brand memory.
How The Triple-P Model Measures Visibility That Drives Revenue
Rankings can look healthy while pipeline drifts. The Triple-P Model reads visibility in three layers, Presence, Prominence, and Performance, and the AI era just changed the units to claims, coverage, and demand.
Why Some Experts Compound With AI While Others Just Get Faster
There are two ways to use AI in an expert-led practice. One gives you speed. The other gives you leverage. The AI Amplifier model uses the 4S framework (Search, Sell, Serve, Sustain) and the CASE prompt discipline to compound an executive or founder’s positioning instead of diluting it. Speed runs out. Leverage compounds.
The Three-Lens Diagnostic I Use Before I Try to Reposition a Market
Most repositioning fails because the diagnosis was partial. Here is the three-lens method I run as a fractional CMO (Chief Marketing Officer) before I reposition a market.
The Proof Framework I Use to Remove Doubt and Drive Revenue
Doubt kills more deals than weak offers. FORCEPS is a seven-category proof framework that systematically removes skepticism from every stage of the buyer’s journey.
The QUEST Formula: From Skeptic to Buyer in 5 Stages
Most buyer journeys break because companies skip stages. QUEST is the diagnostic framework I use to find where the journey falls apart and how to rebuild it.
How the OATH Formula Reveals Whether Your Buyer Is Ready to Act
Most messaging misreads the buyer. OATH reads two things, how aware they are and how willing they are to act, so your message meets them where they are.