Michel Fortin

Tag: Business Architecture

Four-person leadership team mapping Power Positioning as an operating system on a glass wall, with positioning at the center connecting to marketing, sales, product, hiring, and retention functions during a strategy diagnosis.

Why Positioning Is an Operating System (Not a Tagline)

by Michel Fortin

Michel Fortin argues positioning isn’t a tagline but a company-wide operating decision — which buyer you’re built to close, what proof you can defend — that marketing, sales, product, and hiring all inherit. His FAME pillars operationalize it.

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Overhead view of a Revenue Architect's diagnostic working journal spanning the first two months of a fractional engagement, illustrating the diagnostic-first approach that differs from a 100-day accelerator promise of tactics in week one

Why My First Two Months Look Nothing Like a 100-Day Accelerator

by Michel Fortin

The first two months of an engagement with me look quiet from the outside. I do not launch a campaign in week one. I do not hand you a framework in week two. I spend the first eight to nine weeks diagnosing your revenue system before I recommend a single tactic. If that sounds slower than what the accelerator-sellers promise, it is. Here is why the quiet is the point.

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Overhead view of an architect's drafting workspace with a hand-drawn revenue system blueprint, T-square, and drafting tools, illustrating the Revenue Architect's role of designing revenue systems before functional leaders execute inside them

What a Revenue Architect Actually Does

by Michel Fortin

The Revenue Architect title is showing up in more LinkedIn profiles this year than the last five combined. Some operators are doing the work. Most are not. Here is what a Revenue Architect actually does, how the role sits alongside a CMO, CRO, and Head of Growth, and how to tell the two apart when you are hiring.

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