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!

Wife & Mother of 7 | Venture Capital | Scientist | TOP 30 Patent Drafters | United States Patent Examiner | Violinist | Polyglot | STEM Children's Author | #1 LinkedIn Global Influencer in Innovation/IP Law

Kathryn Vatt is a scientist, former USPTO Examiner, and devoted wife and mother of seven, with over 25 years shaping the future of innovation. Recognized as one of the Top 30 Patent Drafters and Prosecutors and the #1 LinkedIn Global Influencer in Innovation/IP Law, Kathryn has built a career at the intersection of science, law, and business—helping inventors, startups, and global companies turn creativity into competitive advantage.

A graduate of the University of Pennsylvania (B.S. Biology) and Johns Hopkins University (M.S. Biotechnology), Kathryn is currently pursuing her Juris Doctor in Patent Law at the Franklin Pierce School of Law, one of the world’s leading IP programs. Her rare cross-disciplinary background gives her both the scientific insight and the legal strategy to protect ideas at the highest level.

At the USPTO, Kathryn examined thousands of patent applications, conducted exhaustive prior art searches, and made determinations that shaped industries and influenced global innovation. After leaving the Patent Office, she founded Vatt IP Management, where she develops bulletproof IP strategies, drafts airtight applications, and supports litigation teams in defending patents. She also mentors engineering and life science students through Arizona State University’s Edson Entrepreneurship + Innovation Institute and judges international startup competitions, nurturing the next generation of innovators.

Her entrepreneurial vision extends to her ventures:

My Startup Shield™, a founder-focused program that helps startups secure their innovations before they pitch. It protects ideas at the earliest, most vulnerable stage and positions founders to raise capital with confidence

My AI Examiner™, the world’s first proprietary patent search platform that combines examiner-trained AI Patent Examiners with Kathryn’s own human review. Unlike conventional tools, it doesn’t just search faster—it “thinks like an examiner,” offering inventors and startups clarity, precision, and strategy.

MyKidVentors™, a STEM-inspired children’s book series born from her seven children’s real “What if?” questions. Through these imaginative stories, she nurtures curiosity in the next generation, showing that every big invention begins with a single question.

For Kathryn, the same motherly instinct that guides her family fuels her professional mission: to protect, guide, and nurture startups with care, strategy, foresight, and integrity. She believes innovation doesn’t just start in labs or boardrooms—it starts in the curious minds of those brave enough to ask, “What if?”

Kathryn V.

OREOS FOR MOTHER’S DAY

At a small neighborhood shop, a man quietly changes lives.

He gives free food to kids who show him their grades...a reward not just for doing well in school, but for trying, for caring, for showing up.

In this video, one young boy steps up to the counter, offered the chance to choose anything he wants.

Today, he picks milk, bread, eggs...and cookies for Mother’s Day.
And the shop owner...touched by that choice...adds a bouquet of flowers for him to bring home.

Neither of them realizes that what just happened will be remembered for years.
Because kindness like that doesn’t end at the counter...it multiplies.

Every act of generosity plants a seed:
A child whose confidence blooms.
A parent who feels seen and loved.
A community reminded that humanity still shines bright.

So here’s to the everyday heroes: the ones who lift others quietly, who give without expecting anything in return.

You may never see the full impact of your kindness...but someone’s world is brighter because of you. 


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If you enjoy my posts please follow me:
Kathryn V.
VATT IP Management
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Kathryn Vatt

STAND WITH ME

Wow. What a beautiful moment.
A young martial arts champion, standing in first place...
but instead of celebrating alone,
he turns to his friends and motions for them to join him.

He doesn’t hesitate.
He doesn’t think twice.
He simply acts from the kindness of his heart.

Because somewhere deep inside,
he knows that winning isn’t about being above others...
it’s about recognizing those who gave their all beside you.

That’s compassion.
That’s humility.
That’s leadership in its purest form.

This boy may be small in years,
but his heart and wisdom are far beyond his age.

One day, he’ll grow up to lead...
and not because of medals or trophies,
but because of moments like this one,
when he showed the world what it truly means to lift others up. 💛




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If you enjoy my posts please follow me:
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WHEN FLOWERS ARE A GIRL'S BEST FRIEND

Sometimes the simplest acts hold the greatest power.

In this video, a man walks through the city, bouquet in hand, stopping strangers just to tell them they’re beautiful, and to give them flowers. You can see it in their faces: surprise, disbelief, then pure, radiant joy.

It’s such a reminder that kindness doesn’t need a reason.
It doesn’t need to be planned, perfect, or lavish.
It just needs to be given.

We don’t always know what someone is carrying…
what loss they’re grieving, what loneliness they’re feeling,
or how long it’s been since they were told they mattered.

A few words.
A small gesture.
A moment of genuine care.
It can shift someone’s whole day,
and maybe even their outlook on life.

So today, let’s be the reason someone smiles.
Compliment a stranger. Send the message. Give the flower.

Because in a world that often moves too fast,
kindness slows us down just enough to remember what matters most. 💛

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If you enjoy my posts please follow me:
Kathryn V.
Founder, VATT IP Management
Founder, My AI Examiner™
Founder, My Startup Shield™
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https://lnkd.in/gTuJvrYR

FINDING YOUR BEAU


Founders don’t burn out because they’re weak.
They burn out because they care deeply…
because they carry the weight of a dream
long before anyone else can see it.

And sometimes the way back
isn’t to grind harder
or push through the exhaustion...
it’s to let something new in.

A fresh idea.
A different perspective.
A person or moment that brings light back into the work
and reminds you why you started.

You are not done.
You are not fading.
You’re simply waiting for your spark to find you again.

And it will...
often in a way you never saw coming. 💛

WHEELS IN THE SAND

On a quiet stretch of beach, a group of dogs takes off toward the water...
some rolling on tiny wheelchairs,
some balancing on prosthetics,
all of them carrying stories of loss.

But today, they are free.
These are the dogs the world once gave up on.
The ones who were told their best days were behind them.
The ones who were expected to sit on the sidelines of life.

But she wanted more for them.
She wanted them to have another chance.
She believed they still deserved joy, dignity, and a full life...
not in spite of their disabilities,
but because every life has value.

And so she turned compassion into innovation.
She found wheelchairs small enough for tiny bodies.
She fit prosthetics with patience and care.
She created solutions not to impress the world,
but to restore the world to them.

And when those dogs reach the shoreline...
when their wheels carve happy trails in the sand,
when their paws meet the waves...
you realize something:
This is innovation at its best.


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If you enjoy my posts please follow me:
Kathryn V.
VATT IP Management
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THE MAGICAL CHAIR


In a quiet salon somewhere in the world, a hairstylist welcomes women into his chair...
women who have carried life on their shoulders,
women who deserve to feel beautiful without needing a reason.

And with gentle hands and genuine kindness,
he transforms them.

Not just their hair…
them.

You can see it in their faces:
the way their eyes suddenly shine,
the smile that takes over their whole expression,
the way they sit a little taller, remembering a version of themselves they thought they had lost.

And something beautiful happens next…
their joy reflects right back into him.

He lights up.
He laughs.
He gets emotional right along with them…
because their joy becomes his joy.
It is pure, contagious happiness...the kind that can only come from lifting someone else.

He’s not just doing makeovers.
He’s restoring confidence.
He’s offering dignity.
He’s reminding people of their own light.

All through kindness.
All through care.
All through choosing to make someone else’s day a little brighter.

And maybe that’s today’s lesson:
We all have the power to change someone’s life…
not by doing something big,
but by helping them see the beauty they forgot was theirs.


------
If you enjoy my posts please follow me:
Kathryn V.
VATT IP Management
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https://lnkd.in/gAERstmz
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SPOIL THE WAG DAY

Today is Thankful For My Dog Day...
a day that asks us to pause
and really feel the quiet, steady love
that our dogs bring into our lives.

Because it’s easy to move through our days
and miss the little things they do...
the small gestures that speak louder
than any words ever could.

Like the way they greet us at the door
as if we’re a gift they’ve been waiting for.
Or the way they curl up beside us
when our heart is heavier than we’re willing to admit.
Or how they watch us...
really watch us...
with eyes that seem to say,
“I’m here. You’re not alone.”

Dogs love with a purity
that asks for nothing but presence in return.
They sit with us in our silence.
They celebrate with us in our joy.
They somehow know
when to nudge us outside for fresh air,
and when to press their head into our lap
because they sense we need grounding.

They don’t care about our accomplishments.
They don’t measure our worth.
They simply choose us,
every single day,
in the simplest, most beautiful ways.

And that’s what makes this day matter.
It’s a chance to honor the companion
who teaches us what loyalty really looks like,
what unconditional love truly feels like,
and how healing it can be
to be understood without needing to speak.

So today, do something extra for your sweet pup...
a longer walk,
a special treat,
a gentle brushing,
a moment of stillness where you just sit together.

Because our dogs give us
their whole heart,
their whole presence,
their whole life.

And being thankful for them
is the easiest thing in the world. 🐾💛



------
If you enjoy my posts please follow me:
Kathryn V.
VATT IP Management
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NON-ARTIFICIAL STEPPING STOOLS


I read a great Substack today, Unicorn Parents, and I couldn’t agree more with David Y.: in a world racing toward AI, the thing that will matter most for our children is what makes them beautifully, unmistakably human.

Not their speed.
Not their efficiency.
Not their ability to compete with machines.

But their ability to love.
To serve.
To lead with heart.

And then I saw this video and it felt like the perfect illustration of that truth.

A little girl is washing her hands at the kitchen sink…and you suddenly realize why she can reach it:
Her older brother is already on the floor beneath her,
quietly acting as her stepping stool,
holding still so she can stand on his back without falling.

Then another brother walks in, sees what’s happening,
and immediately drops to the ground beside him…
positioning himself so that when she steps down,
she’ll land safely on his back too.

Then they switch.
They laugh.
They treat her tiny struggle like a chance to lift someone they love, literally.

It’s playful.
It’s innocent.
And it’s the kind of kindness that takes your breath away.

Because this is something no machine can ever replicate:
The instinct to serve without being asked.
The joy of helping someone else rise.
The quiet pride of being the reason someone feels safe, supported, and seen.

AI might shape the future of work.
But our children...the way they care for each other and the communities they build...
that is what will shape the future of the world. 💛

Check out David Y.'s full article here: https://lnkd.in/g75sVRfe

If you haven’t followed David Y.’s work before, treat this as your invitation.
I love how he describes Unicorn Parents:

“Each week, I share practical insights and reflections to help you build a profitable business without missing the magic at home. If you’re serious about winning at work while raising great kids, you’ve come to the right place. This is a community built for ambitious parents who want both.”

It’s rare to find someone who understands the reality of building something meaningful at work while nurturing something even more meaningful at home. Thank you, David Y. 🙏 

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CONES OF LOVE


It’s recess time...
and while most kids run toward the playground,
a teacher walks toward one child.

Gently, he lifts him from his wheelchair
and helps him sit in a chair to begin their practice.

Step by step, they move together...
weaving through cones, building strength, building courage.

And when the boy reaches him on his own,
he falls into his teacher’s arms…
a hug filled with trust, pride, and pure joy.

But what makes this scene just as powerful
is what’s happening around them.

The other children gather close.
They witness compassion in action.
They see what patience looks like.
They learn what love can do.

And without a single lecture or lesson plan,
this teacher is shaping them too...
quietly teaching kindness, empathy, and the truth that every person deserves a chance to rise.

Because sometimes the most powerful lessons
don’t happen at a desk or in a book…
they happen in moments like this.

One teacher.
One child.
One act of love that changes everyone who sees it. 💛


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THE BEST PLACE ON EARTH


In this video, tourists in Jamaica trade in their beach towels for brooms, shovels, and gloves...joining the community to help clean up after devastating storms.

Different accents. Different countries.
But one shared heart.

A Jamaican man filming asks where they’re from...
and their answers span borders.

Yet in that moment, they’re all from the same place: humanity.
You can hear the emotion in his voice as he thanks them, over and over again, for their kindness and compassion.

Because at the end of the day, it doesn’t matter where we live, what language we speak, or what we do for a living.

When we show up for one another - with our hands, our hearts, and our time -  that’s what truly connects us.

Kindness doesn’t need a passport.
It just needs a willing heart. 💛



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NO MORE POOL WATER


With Thanksgiving just days away,
I find myself thinking about the people
who make this world softer, safer, and more beautiful
just by the way they choose to love.

People like the couple in this video.
They didn’t walk past suffering.
They didn’t turn away because it was inconvenient,
or because they were on vacation,
or because helping would take time and effort and heart.

They saw a life that needed them...
and they stepped in.
They cared when they didn’t have to.
They stayed when it got hard.
They fought for a little dog
who had no one else to fight for her.

They crossed countries,
sat through vet visits,
endured uncertainty,
and carried her through treatments
that would have scared most people away.

Not for recognition.
Not for praise.
Just because compassion whispered,
“Do something,”
and they listened.

It’s easy to talk about love.
It’s easy to talk about kindness.
But living it...
especially when it costs you time, comfort, and ease...
that is something sacred.

And today,
I am thankful for people like this.
People who choose empathy.
People who open their hearts wide.
People who make room for the vulnerable,
the hurting,
the overlooked.

They are the quiet heroes among us.
The ones who remind us that goodness still wins.
The ones who show us what love looks like in action.

As we continue into this week of gratitude,
may we notice them.
May we celebrate them.
And may we strive to be more like them...
people who don’t just pass through the world,
but leave a trace of kindness wherever they go. 🧡🐾


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✨ Founder Friday Spotlight: Kevin Jurovich ✨

Today I want to highlight someone who represents everything this series is meant to celebrate: courage, reinvention, resilience, integrity, and the kind of leadership you don’t just notice…you feel the moment he walks into a room.

Kevin Jurovich.

He is the person founders call when the noise gets too loud, the pressure gets too high, and the path forward feels impossible. The person who helps you breathe again. The one who guides people through big decisions not with ego, but with grounded wisdom and the kind of kindness you can see in his eyes.

And he took that instinct...that rare ability to steady others...and built something extraordinary from it.

That “something” is Hubble.
A platform reshaping how startup due diligence, fundraising, and investor-founder trust actually works.
Not performatively.
Not theoretically.
But practically.
Systematically.
Intelligently.
Humanely.

If you’re a founder, you need to know what Hubble is doing.
If you’re an investor, you can’t afford not to.

But what makes Kevin stand out...what makes him someone truly exceptional...isn’t just what he’s building.

It’s who he is.

A founder with heart.
A leader with humility.
A thinker who listens before he speaks.
A builder who cares deeply about the people he serves.
A human who shows up for others again and again, even when he doesn’t have to.

The founder journey isn’t linear. It’s filled with highs, lows, pivots, and pressure…
but how you show up for people can stay steady.
And Kevin shows up every single time.

If you want to see what real grit, real vision, and real integrity look like in a founder...explore what he’s building at Hubble.

Some people build companies.
Some build movements.
Kevin is building both.

Here’s to extraordinary humans building extraordinary things.
Happy Founder Friday, Kevin. It’s an absolute honor to know you and be part of the incredible community you’re building. ✨

FROM CRACK TO QUACK


He found a broken balut egg...something most would have thrown away.
But instead, he chose kindness.

He rebuilt what was broken, nurtured what seemed lost…
and watched life begin again.

What hatched wasn’t just a duckling...it was a reminder that love and care can turn even the most fragile beginnings into something extraordinary. 💛



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THE MAGIC OF MEETING IN REAL LIFE

There’s something special about meeting someone you’ve only ever known through screens:
the messages, the Zoom calls, the Slack threads...
and then suddenly, there they are… right in front of you.

That was my Sunday with Sasha from Hubble. 💛

We were supposed to meet earlier this week at a Hubble meetup,
but schedules got in the way
(and yes…I was so bummed to miss her while she was visiting from London).

After Thanksgiving, I checked in...
“Are you still in AZ?”
She was.
She leaves Monday.
And just like that, we planned a little coffee walk.

What I thought would be a short visit
turned into hours of talking about life,
our journeys,
our dreams,
and of course…how incredible the Hubble community is. 😊

And here’s the thing:
It’s no surprise she’s Hubble’s Head of Community.
Sasha makes you feel cared for the second you meet her.
Warm, thoughtful, deeply present...
she embodies everything community is supposed to feel like.

Just look at this sweet handwritten card from Sasha and the Hubble team.
Yes, handwritten.
Old-school.
Intentional.
The kind of gesture that says,
“I see you. I appreciate you.”

There are big things that make the Hubble community special...
the platform, the vision, the mission...

And then there are little things.
The impromptu meetups.
The unexpected kindness.
The way people within this network make you feel at home.
Sasha does that effortlessly.

Feeling grateful today for community, connection,
and the beautiful real-world friendships that start online
and only get richer in person.

Thank you, Sasha Cayward.
My heart is full. 💕

THE THANKSGIVING LINE-UP

Today, homes everywhere are filling with familiar scenes:
the cool cousins, the football fans, the honorary chefs,
the picky eaters, the Black Friday planners,
the ones keeping the kids entertained,
and the uncle who always ends up in a food coma before dessert.

Thanksgiving has a way of gathering all the characters we love.
And I hope this video makes you laugh…
a little humor, a lot of personality,
and a reminder that family, in all its beautiful chaos,
is something to be grateful for.

But holidays hold many stories.

For some, today is full of laughter.
For others, it’s a quieter kind of day.
Maybe someone you love isn’t at the table this year.
Maybe you’re missing a voice, a chair, a presence.
Maybe this holiday feels different…or a little heavier.

Wherever you are:
in a full, lively home,
in a peaceful, quiet one,
or somewhere in between…
I hope today brings you something gentle:
a warm moment,
a good laugh,
or a memory that makes you smile.

I’m especially grateful today for the friendships born right here on LinkedIn.
The serendipitous connections,
the kind messages,
the “small-world” moments that turned strangers
into mentors, supporters, and friends.

This community has brought some of the kindest, brightest souls into my life,
and I’m thankful for every conversation,
every encouragement,
every bit of humanity we’ve shared along the way.

Wishing you a day filled with love, grace, gratitude,
and the reminder that your presence matters…
today and always.

Happy Thanksgiving, friends. 🧡


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🌟 FOUNDER FRIDAY: Michele Costa of GoSadi

Some meetings just feel meant to be.

Thanks to our amazing mutual friend, Bettina Briz (who truly has a gift for connecting the right people at the right time), I finally got to meet Michele in person. 

From the moment we started talking, it felt effortless.
Then came the most unexpected surprise:
our shared connection to Naperville.

We both lit up talking about Anderson’s Bookshop
and, of course, Two Bostons...
the happiest dog treat store on earth.
It made the world feel wonderfully small in the best possible way.

Michele is the co-founder of GoSadi, a platform helping fiber artists create, sell, and organize without getting tangled in tech - but what struck me most wasn’t just what she’s building.

It was her.
Her warmth.
Her kindness.
Her energy that somehow leaves you feeling lighter, inspired, and excited about what’s possible.

After our meeting, she sent me the sweetest message about our Naperville connection being “serendipitous.”
And she was right.

Because this work we do isn’t just about building things.
It’s about the people we meet along the way...
the unexpected threads (pun intended 😉 ) that connect us, and
the communities that form in the spaces between.

Michele is one of those people who makes the world brighter simply by being in it. I’m grateful our paths crossed, and I can’t wait to cheer on everything she’s creating. 

Here's a special Two Bostons video…
just for you, Michele. 🐾💛

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The Battle

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