Paste your homepage into an AI tool and ask for a three-sentence summary. Do the same for five competitors. If the six summaries are interchangeable, you have a description, not a position. Here’s the fix.
Tag: Power Positioning
Why Positioning Is an Operating System (Not a Tagline)
Michel Fortin argues positioning isn’t a tagline. It’s 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.
Why I Brandify Categories Instead of Branding Products
Branding and brandifying differ. Branding decorates what already exists; brandifying names something into existence so it can be owned. I’ve done the latter for 35 years. Here’s the line, the move, and why category-claiming firms must brandify.
The Context Vault That Makes AI Amplify Your Voice, Not The Average
AI cannot represent you if you never gave it enough of you to work with. This is the Context Vault I built to feed AI my frameworks, stories, voice, and IP so the output comes back wearing my fingerprints, not the industry mean.
Why Consulting Firms Need a Different Kind of Fractional CMO
Consulting firms grow through authority, not demand generation. Most fractional CMO playbooks are built for product companies and miss what actually holds a consulting firm back. Here is what the work looks like when it is done properly, why the standard playbook fails, and when the fit is right.
Why the Smallest Flaw Sets the Ceiling on Your Brand
The smallest visible flaw sets the ceiling on how buyers judge everything else about your brand. This is the ketchup principle, the psychology underneath it, and how to make it work for you instead of against you.
What a Fractional Executive Actually Does, and When You Need One
A fractional executive is a senior leader who owns one part of your revenue system part-time, on retainer, and stays accountable for the outcome. Most companies hire the title they think they need (a CMO, CGO, or CSO) when the real seam that is broken sits somewhere else in the system. The role you need is an output of the diagnosis, not the input. Hire the seat after you find the leak, not before. The work I do first with every company is the diagnosis, and the seat we land on is often not the one they called about.
How EAT 2.0 Builds Authority That AI Cannot Flatten
Google’s EAT 1.0 was the four signals the algorithm could measure: Experience, Expertise, Authoritativeness, Trustworthiness. The problem in 2026 is that AI passes the surface test. EAT 2.0 stacks the human layer the framework was never asked to measure. Empathy, Authenticity, Transparency. These three are what authority now compounds on, and they are the move AI cannot imitate.
Why Most Growth Fixes Are Just Plumbing
Most growth fixes sold today are plumbing. Pipelines, attribution, dashboards. Here’s why the leverage sits upstream, in the position that decides whether anyone enters your funnel, and why AI makes it matter more.