Aster Arch

I help coaches go from vague to premium by building a distinct language system that sells. In just 30 days, we build a Signature Language System™ that includes:

•  A proprietary language bank to keep their messaging consistent
•  A compelling name for their coaching program or offer
•  Named frameworks, models, and metaphors
•  Memorable phrases and taglines

By naming the steps of the transformation, the coaches offer looks and feels like a proven system, not a vague promise. That structure gives buyers confidence. It signals clarity, expertise, and repeatable results. And it makes the offer instantly referable, recognizable, and ready to sell.

Communications Consultant

•  Expanded and enhanced executive profiles (internally and externally) by creating clear, strategic, engaging, thought leadership content for keynote addresses, videos, presentations, blogs, social media, webinars, and partner/customer/media events. 
> The increased executive profile elevated the partner business, which became a pillar of SAP strategy.
•  Established and drove reputation of “advocacy & amplification” team with employees, partners, and customers.
> This led to greater support for the team and furthered the recognition of partner value.
•  Create event content (email marketing, and presenter and panel talking points) 
•  Wrote customer success stories. 
> Showcased positive relationship between SAP and partners in serving customers.
•  Supported partner public relations with strategy, direction, and content development.
> This educated and empowered partners to use public relations to grow their businesses.

Senior Editor, Partner Advocacy and Amplification 

•   Managed SAP’s global review process of partner press releases – with zero escalations.
•  Improved partner press releases for quality and clarity to increase media pickup.
•  Managed internal SAP reviews and approvals across multiple stakeholders.
•  Diplomatically integrated feedback from multiple SAP stakeholders into partner press releases to ensure accuracy and reduce legal exposure. 
•  Streamlined review process for SAP employees and partners to make it faster and easier.

Senior Editor, Public Relations and Marketing

OxiCool, Inc

•  Managed all communications, marketing, and branding activity for this clean-tech start-up.
•  Maximized the brand story (of the founder and company) to secure ongoing venture capital.
•  Coached CEO/founder in effective storytelling and messaging for media and speaking engagements.

Vice President Communications and Marketing

bswift, an Aetna company

• Developed end-to-end communication strategy, to deliver a single, clear user experience
• Drove focus on clear language to improve user experience when shopping, comparing, and buying health plans
• Created “Best Practices Guide” for account teams to improve client websites
• Led content strategy to deliver information where consumers needed it in the sales funnel

Director, Content Strategy

Aetna

•	Led in-house creative (copywriters, web managers, proofreaders to improve readability and consumer focus 
•	Cross-trained staff for greater business knowledge and to expand contributors’ value
•	Led development of department workflow process that improved productivity and reporting
•	Worked with internal clients to meet their business goals while protecting the company brand
•	Led content streamlining and re-writing of Aetna.com (Brought external work in-house to save approximately $600,000)

Director, Content and Communications (creative agency)

•	Architect of Aetna’s plain language initiative, which brought national attention to the company as a thought leader and led to the inclusion of clear communication in the new brand voice
•	Created award-winning employee newsletter on clear communication 
•	Formed editorial review board that solved language/brand voice problems
•	Consulted on user experience in creation and improvement of industry-leading Health Assessment and Payment Estimator digital tools

Digital Engagement (Content Creator, Web Manager)

•	Created content that increased visits and page views, and helped win a Webby Award
•	Delivered content and tools to DiscoveryHealth.com to further the reach of the brand
•	Ghosted articles for doctors (in Better Homes & Gardens) that increased name recognition

Writer/Editor/Digital Producer for InteliHealth, an Aetna company

You’re a coach with an offer that works.
But too many sales call feel like a 30-minute explain-athons that end in ghosting.

You're paying the Language Tax...
The hidden cost of vague, forgettable messaging that drains revenue AND confidence.

Here's what it looks like:

- Content with views but no conversions.
- Ghosted sales calls and endless explaining.
- Weak referrals – even fans struggle to explain what you do.

Every unclear phrase costs you...

- trust
- time
- and $3K–$10K per lost client 

This isn't just a marketing problem; it's a revenue leak.

I help coaches, creators, and experts eliminate the Language Tax and recover lost revenue by transforming your expertise into a Signature Language System™. 

This isn’t copy polish; it’s a revenue rescue mission to ensure your words work as hard as you do.

We'll build language that:

- Commands premium prices (no over-explaining).
- Converts without convincing (value is undeniable).
- Makes you impossible to confuse, overlook, or undersell.

Here's how my Signature Language System (30-day 1:1 engagement) systematically builds your market-ready language toolkit:

✅ Architect Core Language
Develop a stand-out program name and proprietary Signature System (your unique, easy-to-explain method).

✅ Forge Unstoppable Differentiation 
Craft a Positioning Glove and Memorability Matrix to make you uniquely unforgettable and immune to price comparison.

✅ Master Sales-Ready Content
Get a high-converting tagline, key phrases for those "So what do you do?" moments, and a Sales Copy Kit to attract ideal clients.

✅ Activate Your Rollout Playbook
Launch new language across LinkedIn, offer docs, and sales calls, seeing results from week one.

Proof It Works:
Brian Martinez, a top fitness coach, transformed his sales, booking multiple $500–$1,000 clients in 30 days. His secret? Not changing his funnel, pricing, or service — just his words.

My background ghostwriting for Fortune 100 execs, doctors, and top-tier coaches taught me this...
Brilliant ideas often get buried in jargon. The problem isn't expertise; it's weak language.

I help ambitious experts stop explaining and start enrolling by shaping brand language that sells as if your next client is already convinced.

If your message isn't pulling its weight, you're paying a silent tax. Let’s fix that.

DM me "LANGUAGE TAX" today. 
We'll find where your message is leaking money and permanently close that gap.

Brian Berkenstock

Before anyone gets themself all overheated…

I’m not saying everyone needs a college degree.
Some of the smartest, most capable people I know are self-taught.
What I am saying is that education wasn’t meant to just make us employable.

Education has serious problems that need fixing, for sure...
But that doesn't mean we should treat “educated” like a dirty word. 
Or think learning is a waste of time.

There's a difference between reasonable critique and thoughtless contempt.

Your offer’s confusing | I make it clear and memorable | This means positioning, branding, and messaging that connects | Cats can be fuzzy, your offer cannot

Our Kids Will Be Rich and Stupid

There's no HOOK for today's post.
Just some...hesitation.

I'm doing something a bit out of the ordinary for me.
Sharing a personal story.
(With the help of Sandra Macele and her Authority cohort!)

I've been trying to walk a delicate line on LinkedIn.

On one side is BUSINESS.
On the other is SOCIAL.

The biz side is a piece of cake.

I have oodles of experience.
A solid offer.
And killer testimonials.

The personal/social side has been a challenge.

I like the social sharing aspect of LinkedIn.
And getting to know people beyond their banners.
But I don't like "trauma dumping." 
Which feels both revealing and artificial at the same time.

I first need some guardrails for myself.
Here's where I landed...

I'll try to share stories to inspire or help us look at things in a new light.

Let me know how I did.

A Life of No Regret

Do you want a “catchy” program name or one that goes KA-CHING?  

Amateurs chase “catchy” because they don’t know what makes people buy. 

So they pile on adjectives, layer in excess words, and sprinkle in “elevate” for good measure. (Then they wonder why nobody remembers or buys it.) 

Meanwhile, offer names that sell aren’t "cute." 
They’re clear because they hit the right nerve.
They sound like something you’d brag about owning. 

This carousel walks through 7 rules for naming that make people stop, smile, and say, “Wait, what’s that?” 

Swipe through "Name Your Program."

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Name Your Program

A coach said, “I used ChatGPT to name my offer." 
("Okaaaaay," I thought.)
Said it sounded great, until the realization hit that it could name anyone’s offer.

This is the silent cost of AI-created content.
(The Language Tax you pay and don't realize.)
You can publish AI content, but you can’t OWN IT.

An offer name may work thematically, but FAIL EMOTIONALLY.
That's because AI can fit a mold, but it can't build a mission.

That’s when this coach hired me.
Not to make the offer name fancy, but to make it "ownable."

AI names what exists.
I name what stands apart.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

AI Can't Write Sticky

Don't beat yourself up!
This communication stuff is hard.
For example, many folks think "clarity sells."
It doesn’t.

Clarity only works when people already CARE.

If they don’t care, “explaining it better” won't help.

That’s why your “clarity” doesn’t create clients.

In my new carousel, I show why clarity fails (and what creates conversion).

See why clarity without desire is one of the costliest traps in coaching.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging

Clarity is Only Half the Story

After a year of working with coaches and consultants, I’ve noticed a pattern. Those who convert best don’t sound smarter, they sound TRUER.

They find ways to make their words carry conviction. You can FEEL that they’ve lived what they’re saying.

AI can echo expertise, but never experiences.
It can list benefits, but not capture beliefs.

And that gap between “what sounds right” and “what feels real” is everything.

That’s why I don’t just write clearer copy. I build positioning and language to make your brand unforgettable. 

The kind of words no one but you could own.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

OK, I'm saying it, "You don’t need better AI prompts."

Every day I see people blaming AI for “Not getting it right.”
But it’s not the tech. It’s the thinking.

AI can follow instructions, but it can’t read our INTENTIONS.
AI can clean up our sentences, but it can’t clarify our THINKING.

AI doesn’t know who you’re talking to or what they care about.
AI can’t sense the tiny moments when readers stop believing you.
 
If we don’t know what we’re trying to be or prove, no prompt can save us.
If a message isn’t clear in the writer’s head, no algorithm can untangle it.

AI makes sentences.
Thinkers make sense.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

Brian vs. AI. (Good gravy, it's not even close!)

Some coaches hire a naming expert and get a list generated by ChatGPT. 

Here's what goes into building brand language that actually sells.
My process starts with a simple rule: No AI until the human work is done.
 
Generative AI is a powerful tool, but a terrible strategist. It can't understand nuance, hear the energy or excitement in your voice, or uncover metaphors you don't even know you use. That's my job.

Before any algorithm gets involved, I'm deep in the trenches with:

I. Recorded Calls 
I listen to your client calls to find hidden language that may resonate and connect.

II. Semantic Maps

I visually cluster your concepts to find the sweet spot between what you DO and what your clients NEED.

III. Brand Archetypes 
I align your name not just to your offer, but to your identity (Like Sage, Hero, and Rebel).

IV. Mouthboards 
(My alternative to visual moodboards). I collect your linguistic inspiration — podcasts, book titles, song lyrics — to define and refine your unique tone.

AI can't notice the metaphor hidden in an offhand comment. And it can't pull inspiration from your cultural identity or that phrase your grandmother used to say.

My 3-phase process does that and more:

1. FOUNDATION // The Deep Dive 
I don't start with words, but with structure. I pressure-test your offer to ensure the foundation is solid before we build language on top of it.

2. EXCAVATION // The Human Work 
Through live sessions, The Naming Forge, and The Language Lab, I excavate, shape, and polish concepts rooted in psychological and emotional truth, not rehashed buzzwords.

3. ACTIVATION // The Launchpad 
I don't just hand you a name and walk away. Through the Concept Reveal, Precision Polish, and Language Launch, I give you assets and a plan to implement.

This is a complete Signature Language System:

> A system to productize your offer and raises your perceived value. 
> A Positioning Glove that fits only you, separating you from the crowd. 
> A Word Bank that makes content creation effortless and authentic. 
> Strategic Phrases for calls, podcasts, and DMs to elevate confidence. 
> A Launch Playbook to unveil your new brand language with impact.

This isn't about simply naming an offer. This is the foundation of an ownable brand, which gives your life's work a voice that can't be ignored.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

A “good enough” name for your offer is NEVER good enough.
Especially when competitors use the same AI tools.

With so many people using the same tools, we risk language becoming like wallpaper — clean, correct, and instantly forgettable.

The difference between “content” and “communication” is ownership.
AI can help you write faster, but only humans can write something that sticks.

AI builds patterns.
I build signatures.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

NO! Your brand is not “fine.”
It’s familiar, which is a tragic weakness.

Every brand that feels “okay” borders on being irrelevant.

People wait for something obvious to "go wrong" before they fix their brand...

> A drop in sales
> A quiet pipeline
> A client saying, “We went in another direction.”

Look closely and you'll see most brands don’t collapse suddenly. 
They drift into oblivion.

A voice that once felt BAZINGA now now feels BLAH.
A story that once sold now sounds stale.

A brand audit can help you FIND YOURSELF before the market misses you.

Swipe through the carousel to see what drift looks like, and why awareness — not aesthetics — is the first step back to strength.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

How to Audit Your Brand

You know how you have a great offer…?
But you struggle to explain it clearly.
Or in a way people remember.

Well, I fix that. 

That’s all I have to say today.

*****							

👋 I’m BrianB.
💡 I build positioning systems to make your offer unforgettable
🎯 Names, frameworks, processes, and taglines people remember
💬 DM me if your brilliance needs better packaging
🐾 My cats and my kids like me!

I'd like to coin a new word today — "blanding." 
That’s the combination of "branding" and "blending in."
It's what AI does so well.

Can AI make your messaging faster and easier?
Yes.
 
Does it make your language/brand unique and "ownable?"
It does not. 

AI can do many cool things, but it’s not built to MAKE YOU STAND OUT. 

AI is built on averages. 
It studies what’s come before and predicts what’s likely to come next. 

That’s not branding, it's blending.
(C'mon, Help me out here. Let's all call is "blanding" from now on.) 

Ask AI to “Make my offer clear” and it WILL clean up your sentences. 
But it can’t see the gap between what you MEAN and what an audience HEARS. 

AI can handle grammar and punctuation — though it’s quite heavy handed with the em dash, isn't it? — but AI doesn’t do well with things that matter to your brand, like empathy and tension. 

No matter how many times you say, “Make this sound better,” AI can’t fix what it doesn’t understand. And that's the human element.

That’s why I don't worry when people say, “I’ll use AI for my positioning, branding, and naming.” 

AI can polish words. My process architects meaning. 

So shoot me a DM if you’re tired of sounding like the bland dreck AI spits out. 

***** 

👋 I’m BrianB. 
💡 I build positioning systems to make your offer unforgettable 
🎯 Names, frameworks, processes, and taglines people remember 
💬 DM me if your brilliance needs better packaging 
🐾 My cats and my kids like me!

Inherent Security

HIPAA Compliance solutions for Series A Startups - Fortune 500 Health Tech companies.

We're here to make HIPAA simple, secure, and profitable.

Health Tech SaaS, Telehealth, EHR, and MedTech companies trust us to stay compliant and competitive.

We don’t just follow best practices, we’ve lived them.
We’ve partnered with Business Associates and Covered Entities across the spectrum.
Our deep knowledge means tailored solutions unique to your business.

Here’s how we get it done:
→ HIPAA Compliance management to keep you on track.
→ CISO level guidance, acting as an extension of your team.
→ A no-nonsense gap assessment to uncover your shortcomings.
→ Digital Security Awareness Training to keep your team vigilant against threats.

We also tackle SOC 2, ISO 27001, and PCI-DSS to make you standout in the market.

Lead with confidence:
Book a 1:1 consultation: https://calendly.com/inherentsecurity/30min

Let’s protect your innovation of today that's shaping tomorrow.

CEO & Founder

American College of Cardiology

Assisted with the development of the HIPAA and PCI DSS Compliance Program for a Healthcare Non-Profit with a strong emphasis on IT Governance. Developed security policies, standards, and procedures unique to HIPAA using the NIST Cyber Security Framework and Special Publications. Manage, test, recommend, and implement HIPAA and NIST security controls using a defensed in-depth methodology. Assist with risk and security control assessments; disseminate findings to senior executives.

Key Services: 

->Manage HIPAA and HITECH assessments to identify risks, create risk register, develop milestones, and satisfy controls in accordance with business objectives.

->Develop HIPAA Security Awareness programs and educational materials to evaluate and drive the effectiveness of the user awareness. 

->Increased organization’s threat identification and incident response rate by implementing and optimizing tools; developing the escalation process. 

->Develop executive reports to identify areas of improvement, create milestones, and track the progress of the security program.

->Collaborate with DevOps to identify web application assets and mitigate security vulnerabilities in code.

HIPAA Compliance Management

Confidential

Served as the primary point of contact for overseeing and developing the cybersecurity and HIPAA Compliance program for a hospital. Performed network architectural, endpoint, web application, and medical device reviews for 500+ devices.

Key Services:					

->Assisted Privacy and Security Directors with refocusing the hospital’s culture by incorporating security into workflows.

->Performed penetration test simulations to identify risks.

->Built, installed, and configured SIEM platform to initiate hospital’s Threat Monitoring program.

->Implemented USB experiment to baseline user security awareness program.

->Implemented HIPAA requirements to align with organizational objectives.

Cybersecurity & HIPAA Compliance Consultant 

Worried about HIPAA compliance slipping through the cracks?

Tired of vendor security questionnaires slowing you down?

Want to stand out in healthcare without risking patient data?

I’m here to make HIPAA simple, secure, and profitable.

For 14 years, I’ve helped Series A Startups - Fortune 500s protect their patients and win new business.

Health Tech SaaS, Telehealth, EHR, and MedTech companies trust me to stay compliant and competitive.

I don’t just follow best practices, I’ve lived them.
I’ve partnered with Business Associates and Covered Entities across the spectrum.
My deep knowledge means tailored solutions unique to your business.

Here’s how we get it done:

→ HIPAA Compliance management to keep you on track.
→ CISO level guidance, acting as an extension of your team.
→ A no-nonsense gap assessment to uncover your weaknesses.
→ Digital Security Awareness Training to keep your team vigilant against threats.

I also tackle SOC 2, ISO 27001, and PCI-DSS to make you standout in the market.

Lead with confidence:
Book a 1:1 consultation: https://calendly.com/inherentsecurity/30min

Let’s protect your innovation of today that's shaping tomorrow.

Larry Trotter II

42% of healthcare breaches come from vendors.

And buyers know it.

IBM’s cybersecurity report last year was alarming:

Vendors accounted for 42% of healthcare breaches.

The highest across all industries.

That’s why health systems are beefing up vendor security.

Because when health tech gets breached...

It causes the entire care ecosystem to collapse.

Here’s what that looks like in real life:

🟥If your cloud-based EHR halts…

↳ Patient records freeze
↳ Billing stops
↳ Scheduling breaks
↳ Compliance reporting stops

One outage = four paralyzed departments.

🟥If an AI feature mishandles PHI…

↳ Clinical teams panic
↳ Patients lose trust
↳ Regulators come knocking
↳ Your contract dies

🟥 If 𝘺𝘰𝘶𝘳 vendor has weak controls…

↳ Their breach becomes your breach
↳ Health systems see it as 𝘺𝘰𝘶𝘳 failure
↳ Your product gets labeled “risky”

Healthcare buyers are paranoid.
And protecting their operations.

This is why security matters
and compliance reviews comes before deals.

If you want to position your product as low-risk:

Get the HIPAA Exposure Guide: https://lnkd.in/eDzziDwd

It’s helps health tech teams tighten their posture before buyers start digging.

𝗣.𝗦. Have you ever been impacted by a vendor outage?
Comment below.

Providing HIPAA Compliance solutions for health tech leaders. Solving what software can’t.

I had a problem with my former job.

It sucked because my ideas were getting buried.

And I wasn't given the chance to shine.

I tried to solve it by being a "team player."

Still nothing changed.

Until made a decision.

To start my own company!

I had to change my thinking.

So I made a few swaps:

🟦 Mindless TV → Reading books

🟦 Failing → Lessons Learned

🟦 The perfect moment → "Do It Now'

🟦 Blame → Ownership

🟦 Ol' friends → Likeminded people

🟦 Not knowing → Figuring it out

🟦 Clubs → Seminars

🟦 Influencers → "Who do you listen to"

I'm not exactly where I want to be.

But I'm not too far from it either.

Plus...the view is better over here!

𝗣.𝗦. What was that moment that shifted your life?

Comment below, we're all in this together 👇

=============
Polenta + Banana 👌
=============

Your biggest security risk isn’t your product.

It’s your vendors.

In 2025, most healthcare breaches didn't start inside.

They started in the supply chain.

And that should make every health tech founder pause.

If you sell to hospitals, your risk isn’t limited to product.

Health systems evaluate the tools you rely on...

The APIs you integrate…

And the subcontractors touching your data.

In my latest article, I break down 5 hidden vendor risks.

And the simple steps to fix them.

Read the full article 👇

P.S. Do you think AI can solve this?

DM me "Vendor" and I'll send you a checklist for your next vendor assessment.

View newsletter: Health Tech Cybersecurity News

TL;DR Health systems aren’t only evaluating your product, they’re assessing your entire ecosystem. For health tech vendors selling into these systems,

Open article: Hidden Risks Health Tech Can't Ignore by Larry Trotter II • 4 min read

Last weeks OpenAI breach proved one thing...

If they can get hit through a vendor…

Your health tech startup definitely can.

Last week’s Mixpanel breach didn’t expose PHI.

But it did create a reputational mess for OpenAI.

In healthcare, vendor security isn’t an edge case.

It is the case!

Vendors accounted for 42% of all healthcare breaches last year.

More than any other industry.

Read the full OpenAI breach break down 👇

TL;DR Analytics vendor Mixpanel was breached last week and impacted OpenAI, which is a prime example of how your security is only as strong as your th

Open article: When Your Vendor Becomes Your Vulnerability by Larry Trotter II • 4 min read

When Your Vendor Becomes Your Vulnerability

10 ways AI Governance gives you a competitive edge.

Every health tech company is racing to add AI.

Every health system is racing to adopt it.

Few are thinking about governance.

Even fewer think about side effects.

For health tech leaders bad choices can tarnish your reputation.

For health systems it can mean patient outcome woes.

For founders this can trigger a Hipaa audit.

Instead, let AI Governance be your advantage.

Not your downfall.

Here are 10 ways it gives you a competitive edge:

1] Shows investors you control risk not just react to it.

2] Helps you stay prepared for any state laws.

3] Protects your brand from breach headlines.

4] Turns compliance into a sales advantage.

5] Builds buyer trust before the first pilot.

6] Keeps patients out of harms way.

7] Prevents “AI” from touching PHI.

8] Speeds up procurement reviews.

9] Fewer sprints for your engineers.

10] Reduces audit chaos.

AI moves fast.

Governance moves faster.

And better!

Need help with your AI Governance plan?

Schedule a call: https://lnkd.in/eKmGi-mm 👈

This is the strategy we live for.

𝗣.𝗦. I think engineers would appreciate #5, Agree?

taplio

The Battle

Brian Berkenstock

Larry Trotter II

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The Battle

Brian Berkenstock

Larry Trotter II

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Brian Berkenstock's LinkedIn Performance

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