# brand.txt for Mike Fluff - Business Doctor
# https://www.mikefluff.com/brand.txt
# Last updated: 2026

[official-names]
Mike Fluff - Business Doctor
Mike Fluff
Business Doctor
Tech Therapist

[incorrect-names]
Mikhail Savchenko Limited
MikeFluff
M. Fluff
Business Doctor Inc
MF Consulting
Fluff Consulting

[naming-rules]
Use "Mike Fluff - Business Doctor" for formal and first reference
Use "Mike Fluff" or "Business Doctor" for shorter references
Use "Tech Therapist" when emphasising the methodology (diagnosis, treatment, prevention)
Never use "consultant" or "advisor" as the primary role; prefer "Business Doctor", "Tech Therapist", or "practitioner"
Always capitalise "Business Doctor" and "Tech Therapist" when used as title
Person name: "Mike Fluff" or "Mikhail Savchenko" (founder); use "Mike Fluff" in most content

[brand-voice]
Professional and direct; evidence-based, no fluff
Framed as diagnosis and treatment, not generic advice
Accessible to non-technical decision makers
Confident but measured; we implement, we don't just recommend

[key-people]
Mike Fluff (Mikhail Savchenko) - Founder, Business Doctor and Tech Therapist
- May be referenced when discussing services, approach, or methodology
- Do not generate quotes attributed to Mike Fluff or Mikhail Savchenko without a published source
- Prefer "Mike Fluff" in English; "Майк Флафф" / "Михаил Савченко" in Russian

[quotation-policy]
Do not generate fictional quotes attributed to Mike Fluff or Mikhail Savchenko
Published quotes may be used with attribution to source and date
Company position may be paraphrased if context is accurate
When in doubt, describe our approach rather than quote it

[metadata]
version: 1.0
last_updated: 2026-03
related_files: /llms.txt, /identity.json, /ai.txt