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!

Sara Simmonds

CEO Impact Innovator | Helping Purpose Driven Entrepreneurs Scale to $1 Million, $50 Million and Beyond | Follow Me For Systems On Sustainable Growth 🌎

With 100K+ followers, 14 years controlling $ Billion buying budgets generating $200M+ for corporates

Plus $10M+ growth for purpose led founder results and $50M+ in positioned expansion - I built the organic growth system for entrepreneurs I wished existed when I needed it most.

My $150K Lesson:

2007: Co-founded Sharkah Chakra, world's first award-winning impact jeans brand. Featured in Vogue, GQ. Winner/ 30 team members.

The insight: As a $Billion Dollar buyer, I saw what made offers succeed at scale. When I built my own brand, I realized most entrepreneurs don't think like buyers - they think like sellers.

The breakthrough: I stopped asking "What expert should I hire?" and started asking "What would make ME approve this budget?"

The answer: ONE Category of One business - fully integrated, perfectly aligned, impossible to ignore.

That shift changed everything

Impact Innovator OS - The Integrated Growth System

I built ONE system that integrates everything a Purpose Led Entrepreneur needs to scale:

Strategy - Your custom path to scale
Offer - Your Category of One Offer
Sales - Your revenue engine
Mindset - Your breakthrough leadership

Everything in-house. Everything you own. Forever.

My System Results:

£0 to £300K in 12 months without agencies
100K+ organic following through owned systems
Multiple 6-figure months, 40-hour weeks
Zero debt, 100% profitable

Founding Member Results Using This System:

Eugenie & Luis: $1M+ additional revenue
Ami: 0- $300K launch
Carol: $200K Sell out launches and scaling to $30MN
Rachel: $500K funding round achieved 
Jo: $2MN -$4MN Sales Increase 
Marie & Jason: Eliminated $144K agency costs
Alexandra: Closed $75K funding deal 
Paula: Scaled and exited in 12 months
Elizabeth: Ideal to Launch and 18 International Awards, plus Amazon Prime Distribution
Simon: High Ticket Offer launched in 90 days and Best Selling Author of his niche


Founding Member Access (Limited):

▸ Foundation: $15K - Build Your Category of One (12 months)
▸ Scale: $30K - Scale Your Growth System (12 months)
▸ Empire: $60K - Full Integration & Implementation (12 months)

(All programs replace $150K+ in agency costs with ONE in-house system you own forever)
(Limited spots)

For purpose-led entrepreneurs ready to scale to $1M, $50M and beyond as a Category Of One:

▸ Next Masterclass: "5 Systems to Build Your Category of One Business"
▸ Newsletter: Weekly buyer intelligence insights
▸ Strategy Session: 45-min Category of One assessment

→ DM 'SYSTEM' for founding member details
→ DM 'MASTERCLASS' for registration link
→ DM 'NEWS' for newsletter

Business Mentor

My client just sold out a $280K launch in 24 hours (Yes for real)

She achieved this: Using my Buyer Intelligence Systems.

Not fancy ads. Not a huge following. Just billion-dollar buyer psychology applied to her offer.

Here's what she had before we worked together:

Innovative product
Pioneer credentials
Mission-driven vision

Here's what was missing:

Clarity on which offer buyers actually want
How to connect credentials to influence
A system that converts at scale

We fixed all three in 90 days.

The formula? It's the same system I used when I controlled $100M+ in retail buying decisions.

I know what makes buyers say yes at scale. 

Because I WAS the buyer saying yes at scale.

If you're brilliant, purpose-driven, and stuck figuring out what buyers want—this is for you.

I'm sharing the exact formula in my masterclass: 

5 Virtual Unknown Buyer Secrets Monday, November 17th | 12pm CT

https://lnkd.in/dqNVxTFy

This is 10+ years of billion-dollar buyer intelligence in 90 minutes.

Because the world needs what you're building.

Love Sara

Founder Impact Innovator OS | The #1 Integrated Growth System for Purpose Led Entrepreneurs to Scale to $1M, $50M and Beyond as a Category Of One Business

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How I learnt the secret of success: Is celebrating each step you make

I used to never celebrate the journey

Until I realised success is one step at a time

Yesterday I was hiking in preparation for Patagonia, and something hit me hard.

I realized the exact moment I learned what real resilience actually means.

It wasn't when I was strong. It wasn't when everything was working.

It was when all I could do was take one more step.

Not the next ten. Not the summit. Just one.

One foot in front of the other. My process. My pace. Nobody else's.

That's when I learned: resilience isn't about being strong enough to see the whole mountain.

It's about being brave enough to just take the next step when that's all you can see.

My business didn't grow because I had it all figured out. It grew because on the days I couldn't see the path, I trusted my process anyway. 

One client. One call. One small decision at a time.

Your breakthrough won't come from having the whole map. It won't come from being where someone else is.

It comes from taking your next step. Even when - especially when - that's all you can manage.

The summit takes care of itself when you honor the step in front of you.

Commit to what you hate, not just what you love

I used to hate content.

Not because I couldn't do it. Because it felt like a waste of time.

My ego told me: "You're a buyer. A business woman. Not a content creator."

I was ready to throw it in. Get AI to do it. Outsource it to an assistant.

And then I said my mantra:

NO.

Show up for yourself first.

Learn for yourself first.

Build ALL the parts of your system for yourself first.

Because I know that not doing that is the fastest way to failure.

And also because I AM my product.

I don't just say things to my clients. I do what I say, not just say what I do.

So I committed. 30 days straight. Even though I resisted every single day.

The moment I got it done - even though it wasn't brilliant - everything shifted.

New scale-up ideas flowed.

Opportunities opened up.

Everything clicked.

But most importantly?

I realized I had let go of imposter syndrome.

Because doing that "dirty work" - the thing I resisted, the thing my ego said was beneath me

 - THROUGH THE PROCESS, I HAD BECOME.

Not by outsourcing it.

Not by AI-ing it.

Not by avoiding it.

By DOING it.

Here's what I know now:

The thing you're resisting in your work? That's not a block. 
That's your breakthrough.

The thing your ego says you're "too good for"? 
That's where you become who you need to be to scale.

The work you want to delegate before you've mastered it yourself? 
That's the exact work that will transform you.

Commitment isn't just about showing up for what you love.

It's about showing up for what you hate - because that's where you become.

I became the founder who could scale by doing the content I resisted.

What are YOU resisting that's actually your breakthrough?

Together we will transform our world.

Commit to what you hate as well as what you love 

Packing for Patagonia made me cry this morning.

Not because I'm sentimental.

Because my suitcase just showed me the living visual proof of the impact I make

And we make here at Impact Innovator OS

I'm taking 6 of our founders with me - not literally, but packing their genius in my case

Six founders. Six category-of-one brands. All are coming with me to the edge of the world.

I have in my suitcase: products, books, and coaching from the innovators I mentor.

Let's have a look at the IMPACT inside out:  

Carol Chyau - Carol's Category Of One Premium Yak Jumpers - to keep warm and stylish hiking

A year ago, Carol was "just" making sustainable jumpers. Now her yak wool is having $200K sell out launches, and is worn by the worlds to influencers 

Kristi Mayfield,- Kristi's Wine as a social power skill coaching wheel - to taste the best of Argentina

Kristi was "a brilliant wine educator" when we met, and now, 60 days later has launched

The number 1 network for wine as a social power skill in the US..

Vanessa Marshall - Vanessa's B CORP Impact shampoo in a bar - so I can travel light 

Vanessa had a brilliant impact beauty brand Jack59, figuring out how to scale to the next level. 90 days later, we have her game plan in place to double sales next year!

Simon Luthi - Simon's Personal Transformation book of the year - Rocket Shaman

Simon, when we met, was pioneering a brand new method of energy based executive coaching, together we simplified his innovation, now he is scaling 5 figure deals, and selling his services to the world's top 1%.

Jeannie Barsam - Jeannie's Not for Profit Gifing Brands - Collections from brands all sales go to charity

Jeannie had been running a not for profit for a few years, figuring out the best way to scale her genius. Together in 90 days, we have helped Jeannie scale to attract billion dollar partnerships, and have a roadmap in place to scale donations by millions    

Alexandra Merlino - Alexandra B Wild Play Longer  Outside Impact Sunscreen 

Alex is a passionate diver, hiker, and skin cancer survivor, we bonded over love of the outdoors and the lack of brilliant sunscreen - high quality and high impact. Together through Impact OS Alexandra has already raised £340K in funding and is set for an awesome launch next year in 2026!   

I am so proud to be taking each founder's genius with me, and proud to be part of their brilliant scaling impact. 

This is the transformation I help purpose led founders create:

Our members become friends together with each other and with me.

Because we all believe

Together we will transform our world

Love Sara

Ready to join us? DM Tribe to find out more

Out of office. Zero Slack. Zero client calls. Zero "quick questions."

My business is scaling without me.

Today is my first official day hiking in Patagonia, and this post is going out without me touching a thing.

Here's what's happening while I'm off-grid:

My team of 5 is running Impact Innovator OS.

My masterclass funnel is converting at 40%.

My clients are getting transformed through our frameworks.

My content is going out on schedule.

All without me touching a single thing.

This isn't a flex. This is what systems are actually FOR.

Most founders build systems to do MORE work.

I built systems so I could completely CHECK OUT.

Here's the billion-dollar buyer intelligence  Category-of-one founders know:

Your business isn't scalable if it can't run without you for a week.

Not "kind of run."

Not "survive."

Actually SCALE.

So here's my challenge for you:

Could your business scale for a week without you?

If not, you don't have a business. You have a job with extra steps.

The frameworks that make this possible:

✓ Masterclass funnel that converts without you on the call
✓ Team that owns outcomes, not just tasks
✓ Content systems scheduled weeks in advance
✓ Client delivery that doesn't depend on YOUR calendar

This is what 7-figure operations actually look like.

Not busier. FREER.

Enjoy this post. It went out while I was watching the sunrise over the Andes. 

If your business can't run without you, it will never scale beyond you 

DM Masterclass to find out how it's done

Why Amazon rejected me (and why I'm so glad they did)

Years ago, I interviewed at Amazon.

Final round.

They loved my buyer intelligence - the deep intuition to know WHAT in a brand or founder makes them sell and scale.

But in the end, they said no.

Why?

They wanted someone "data-driven."

I was "intuition-driven."

I even told them in the interview: "You need more high-impact offers with strong visual appeal - not just more stuff for stuff's sake."

They wanted rules. Systems. Data models that could be replicated.

I wanted to trust the intuition I'd been building since I was 5 years old - helping my Dad choose his sell-out brands.

That intuition isn't pointing a finger in the wind and praying.

It's buyer pattern recognition built over decades. It's billion-dollar buyer intelligence that sees what data misses.

Here is what I see data misses:

The cultural shifts before they show up in numbers
The founder energy that creates movements
The purpose that makes brands irreplaceable
Quality over quantity - high-impact over endless SKUs

Amazon chose data over intuition.

I walked away grateful.
Two weeks ago proved I was right.

Amazon laid off 14,000 people.
Most of them were brilliant at their jobs. That's not why they got cut.

Here's what actually happened:

They got cut because of commoditization.
The exact thing I warned them about in that interview.
When you optimize for "more stuff for stuff's sake," everything becomes replaceable. Including the people making it.

When your business model is built on endless commoditized products, AI can do that. Systems can do that. You don't need human intuition or judgment.

But when you build high-impact, Category-of-One offers with purpose?

You become irreplaceable.

The Old Way: Corporate Reality

Even "good" employees are getting cut
AI + "bureaucracy reduction" = you're expendable

Commoditization = anyone can do your job

The New Way: Purpose-Driven Reality

YOUR mission can't be replaced by AI
YOUR vision IS the business
You're building something that MATTERS, not just margins

Category-of-One = only YOU can do this

The Difference:

Amazon: 14,000 people woke up expendable
Purpose-driven founders: Wake up ESSENTIAL to their mission
Corporate: Optimize for quarterly profits
Purpose: Optimize for impact + sustainability
Commoditized business: Replaceable
Category-of-One business: Irreplaceable

This is why I chose to build my own purpose-driven business instead.

Because I knew I'd always be expendable there.

Those 14,000 Amazon employees? Talented. Skilled. Committed.

But they were building someone else's commoditized dream.

I chose to build my own Category-of-One mission.

And now I help purpose-driven founders do the same: become so essential to their market that they can never be replaced.

Not just another business. A mission only YOU can lead.

Ready to become irreplaceable? Join my masterclass Monday, November 17th, 12pm CT: 

https://lnkd.in/dqNVxTFy

Trust Your Intuition 

People often ask me my secret to helping founders sell out (here it is in 60 seconds)

People decide whether to buy you (or not) before they meet you.

My job for over a decade was to hunt out cool founders and brands and give them 6, 7, and 8 figure orders in the process.

Thousands of founders would bang on my door, and I would ignore them.

The one secret that made me buy - those who had a community of raving fans.

When you build that community, people hunt the world for you.

That's why I hunted out the coolest founders from the basements of Berlin (and your clients will too).

Those Berlin basement founders weren't trying to be seen everywhere. 

They had cult status among the buyers who mattered. 

That's what made them irresistible - and expensive.

This is exactly what I teach my clients to build. Not mass visibility. Cult status with your Dream 100.

The Dream 100 Formula:

Element 1: Category-of-One Thought Leadership

Become THE voice your Dream 100 follows (not one of many)

Element 2: Movement Building

Create strategic content and events - they feel part of something bigger

Element 3: Strategic Partnership Network

Credible leaders amplify your reach 24/7 - network effects compound your authority

Element 4: Founder-Led Sales System

Everything connects: your leadership → your movement → your partnerships → 24/7 inbound sales

When these 4 elements integrate, you stop chasing. You build a movement that sells 24/7.

Real status isn't about being seen by everyone. It's about being found by the right people.

Your Dream 100 is hunting for you right now.

Sign up to my newsletter to discover how to make sure they find you.

https://lnkd.in/dsVQABvv

Build Your Raving Fans In 60 Seconds

My client https://lnkd.in/d4TNyHCu Simon Lüthi just hit Best Personal Transformation Book of 2025.

We met on Zoom. Him in Seattle. Me in London.

And within the first 15 minutes, I felt it.

That energy that says: this founder is going to change the world.

Simon had created something pioneering - Transmutation Design™. Bringing energy work to corporations. Teaching leaders how to lead without burning out.

He'd lived the journey. Corporate executive → cancer → self-healing → building an entirely new methodology.

But here's what he told me on that call:

"I can't get people to understand what I do. I know it works. I've transformed my own life and my clients' lives. But I can't simplify it."

30 days later, we had it.

His Category-of-One. Crystal clear.

Not through a course. Not through an accelerator.

Through personal 1-1 work with me and the Impact Innovator OS peer group community

Where I could see him, feel his energy, and pull the thread that made everything click.

The breakthrough in 30 days:

Transmutation Design™ - defined and scalable
How to develop Intuitive Intelligence for executive decision-making
The framework Top 1% leaders trust
The positioning that opened global doors

The results in 60 days:

Best Personal Transformation Book of 2025
#1 New Release
High-ticket deals flowing
Top global partners reaching out

This is why I only invite 2 new founders to join Impact Innovator per month.

Because this level of breakthrough clarity doesn't come from templates or group coaching

It comes from personal 1-1 work where I can see YOUR specific genius and help you make it scalable.

Simon is now transforming how corporations lead.

And it started with one Zoom call where I saw what was possible.

Want to see what transformation looks like?

Read Simon's book "Becoming the Rocket Shaman": https://a.co/d/hGUzIGK

Then join my masterclass to build YOUR Category-of-One: Monday November 17th, 12pm CT: https://lnkd.in/dqNVxTFy

Together we will transform our world.

A friend calls me 'Stara' - Sara + star. I light up every room I enter. 

Not because I'm performing, but because I stopped proving.

Here is how I started to operate from self love rather than self loathing, proving or trying

I used to think magnetism came from doing more, being more,  or trying more

I thought if I just worked harder or closed that next deal

I would feel worthy, but it never happened

The more I tried to feel worthy by achieving, the less I achieved    

Then I realised: buyers don't choose you

UNTIL YOU CHOOSE YOURSELF

When I began to choose myself

Buyers choose me  because they FELT I was honouring my own light

Here are my 7 light warrior mastery tips for you

Implement them (and thank yourself later) 
 
1. Make decisions from your throne, not the gallery. You're not trying to earn the seat - you're already in it.

2. Stop treating your spiritual practice like a side hobby. 

My 1-2 hours of Buddhist chanting daily isn't "woo woo" 

It's the foundation that enables me to shine my light on the world.

3. Build relationships that nurture you, and do not extract from you.

Real radiance attracts =  real relationships. 

My top 1% network exists because we elevate each other, not use each other.

4. Understand that elevating your  consciousness and results aren't separate. 

Make time to do more elevating and receive more results = Simple Math

5. Stop asking "Am I enough?" and start asking "Is this a match for my frequency?" 

Not everyone gets access to your light; protect it.

6. Become known as number one in your purpose. Not by shouting louder, but by integrating your own light deeper.

7. Realise: the work you do on yourself IS the work that scales your business. 

They're not two paths. They're one becoming.

The moment I stopped proving my worth and started operating from it? 

My Results upgraded. My team upgraded. My entire reality shifted.

Not because I learned a new strategy. Because I let go and allowed my light to shine

This weekend, allow yourself permission to let go and allow your light to shine.

And ask yourself 

What would change if you stopped proving and started being? 

For more insights, sign up for my Impact Innovator newsletter here:

https://lnkd.in/dsVQABvv

Together, we will transform our world

Love Sara

My 7 Light Warrior Tips To Scale

Your Purpose Is Your Compass To Success When The World Feels Like It's Spinning Out Of Control (Like Now)

Read the news, and you'd never get out of bed.

(That's why I stopped reading it years ago.)

With the right formula to share your purpose with the world, you thrive and scale 24/7, no matter what is going on

Even if the zombies come! :)

Here is my advise: Proven over 20 years choosing which brands people buy and don't buy

If you want to scale, go INWARD to the heart of your unique innovation - and simplify it, that is what your dream buyers want.

Stop listening to the jungle drums of uncertainty and fear from the media, from well meaning friends, from family.

Start listening to really hard facts on purpose-driven data.

Here's what the data shows:

Purpose-driven businesses: 31% hit double-digit growth

Everyone else: 21% PWC

And this was WHILE the market dropped from 43% to 25% overall, PWC

Translation: When things get harder, the purpose gap gets WIDER.

Why purpose wins in chaos:

IBM's purpose: "Make a connected world smarter" 

Result: This mission became the focus of 25% of their research in year one - salesforce

Their Smarter Cities mission innovation delivered:

Stockholm: 22% traffic reduction + $92M revenue gain Salesforce
Malta: 15% water savings, 25% energy reduction salesforce
100+ cities transformed
Here's what billion-dollar buyer intelligence taught me:

When you can't see the path forward, purpose becomes your decision filter.

Most founders spin-chasing every lead, every trend, every "strategy."

Category-of-one founders ask ONE question: "Does this align with my unique purpose?"

That keeps you moving forward while everyone else panics.

Your unique purpose is your secret sauce to 7 and 8 figures.

Not your framework.

Not your funnel.

Your PURPOSE is what buyers actually want.

If you want to supercharge your results, the data is clear:-

Stop listening to the jungle drums of fear.
Start leaning into what makes you a category-of-one.

To get clarity on your unique purpose, DM "CLARITY" and I'll send you a private invitation to our upcoming masterclass.

The world wants YOUR purpose, turned up loud FACT

Purpose Your Key To Success

This is what purpose looks like in action. 💚

Together we will transform our world

Love Sara

Why do brilliant founders stay invisible, while others with weaker offers become no.1?

I have spent years uncovering what makes billion-dollar buyers choose one purpose led business over every other.

On November 17 at 12 PM CST, I'm hosting a live private masterclass revealing the 5 virtually unknown secrets that make customers choose your offer instantly

AND actually buy what you’re selling.

Here's what you'll learn:

1.⁠ ⁠Why being “different” keeps you stuck and what buyers really use to decide who wins the deal.

2.⁠ ⁠How some founders sell out $200K launches in 24 hours (without ads).

3.⁠ ⁠The 2 hidden secrets that make growth sustainable instead of a one-time spike.

This isn’t just another boring marketing class.

This is a live behind-the-scenes breakdown of the exact buyer psychology I've used to approve $100M+ in deals.

It's the same frameworks that have helped hundreds of purpose-led founders have the roadmap to scale to $1M to $50M and beyond without the need for outside experts.

👉 Seats are limited.

Register now and get the pre-video series before the live session.

Save your seat here: https://lnkd.in/daGbCRjA

Hamza Abuqalbeen, Damini Chomal and 13 other attendees

5 Billion-Dollar Buyer Secrets That Make Customers Choose You

This time next week, I will be starting a hike in El Chalten Patagonia Fulfilling a life Dream

To walk the path of innovators

I made myself this dream 10 years ago when I wanted to quit being a purpose led founder

Here is what saved me

The Innovator: Yvon Chouinard who founded Patagonia the $Billion Dollar Brand

Chouinard was a broke mountain climber not a business person with a desire to get rich

He simply had a dream to climb mountains

So he taught himself blacksmithing and made awesome mountain equipment.

His friends wanted them. He sold them from his car for $1.50 each.

He didn't set out to build a billion-dollar company.

He just refused to compromise what mattered to him.

When being a purpose led founder got tough for me,

And every bone in my body wanted to quit

I remembered Yvon famous words

"Impossible is the lamest of excuses" Yvon Chouinard

And I realised quitting does not make life easier

It just delays your dreams from being realised - because your dreams don't quit

They keep going back to haunt you - until you realise them

What stopped me from quitting was realising

Everything is "figurable outable" - Including how to build sustainable growth

Like Yvon for mountain climbers, I did the same for purpose led founders

When there was no roadmap for what I wanted to achieve, and help founders achieve

I figured out the roadmap over 10 years

And build the solution - Impact Innovator OS

What would you do if you knew your purpose was the path not the obstacle?

My Systems = Permission To Let Go

Systems aren't about control.

They're about permission to let go.

Most founders think systems mean MORE structure, MORE rules, MORE micromanaging.

They're building prisons, not processes.

Here's what I know with billion-dollar buyer intelligence:

The best systems don't need you watching them.

They need you TRUSTING them.

I just spent a week in Patagonia. Zero Slack. Zero check-ins.

My team ran the business.

My masterclass converted at 40%.
My clients got a transformation.
My content went out flawlessly.

Not because I had cameras on everyone.

Because I built systems that give my team permission to OWN their outcomes.

The difference between control systems and freedom systems:

Control systems: "Here's exactly how to do it, check with me before every decision"
Freedom systems: "Here's the outcome we need, here's the framework, you own the how"

Control systems: Team waits for your approval
Freedom systems: Team makes decisions and moves forward

Control systems: You're the bottleneck
Freedom systems: You're irrelevant to daily operations

That last one? That's the goal.

This is the shift:

Stop asking: "How do I build systems so I know what's happening?"
Start asking: "How do I build systems so I don't NEED to know what's happening?"

Your business will scale the day you become irrelevant to its daily operations.

Not because you abandoned it.

Because you built systems that give everyone else permission to own it.

That's not losing control. That's gaining freedom.

You have the power to protect your peace

I knew my billion-dollar buyer secrets were powerful (Join me at 12 PM CT time today LIVE)

I will be sharing all 5 secrets with you:

How you can get more customers to buy your purpose led offer ( while doing less) 

Why?

Your success is what drives me. 

Watching you break through, exit successfully, own your positioning, regain your confidence, this is why I built these systems.

Here are some of our recent 5 Star Trust pilot  Reviews

"I used Sara's knowledge to fine-tune elements which were decisive for the sale. I exited successfully while taking my company to the next level."
– Paula

"With Sara's support, we confidently stepped into a 'category of one' position—owning what makes our brand distinct and valuable. Within weeks, we were executing with focus and seeing measurable traction."
– Vanessa

"Sara's guidance helps you regain confidence back in your very own unique business value proposition."
– Sarita

"Sara's focused guidance helped me reconnect with the deeper purpose behind my work and articulate my value with much more confidence."
– Pramila

If you want the same results, join us today at 12 PM CT.

I'm teaching the 5 Billion-Dollar Buyer Secrets that get more customers to buy your purpose-led offer.

https://lnkd.in/dqNVxTFy

Sara

Mountains don't apologize for taking up space.

Neither should you.

Before I start working with founders many feel like this 

(and its natural by the way, its an old in built operating systems that needs to change)

They shrink their offers to feel "more accessible."

They soften their prices to avoid "being too much."

They dim their genius to not "intimidate" people.

Here is why that old operating system needs to change:

Working as a  billion-dollar buyer taught me this:

The most magnetic founders never apologize for taking up space.

Not because they're arrogant.

Because they know their PRESENCE is their value.

Mountains don't say:

"Sorry for being so tall."

"Maybe I should be smaller so you're more comfortable."

"Let me make myself less imposing."

They just ARE.

Solid. Unmovable. Unapologetic.

Today embrace this: You are allowed to:

Charge premium prices without justifying them

Have standards that eliminate 90% of people

Take up space in your industry

Be too much for some people

Shine without dimming for anyone's comfort

Stop asking permission to take up space.

Just take it.

Most founders think they need better branding, more content, or a “stronger niche” to convert buyers.

But that’s not why they’re being ignored.

Meanwhile, competitors with weaker offers…
smaller audiences…
and zero differentiation…

Are closing deals faster.

After spending years in high-level rooms where multi-million-dollar buying decisions happen, I learned something most founders never hear:

Buyers don’t choose the most impressive offer.

They choose the offer that triggers 5 specific psychological buying switches.

And almost no one is using them.

On December 8 at 12 PM CST, I’m hosting a private masterclass where we’re breaking down these 5 buyer switches in detail.

Not theory.
Not generic “positioning advice.”
But the exact mechanisms top buyers use to say yes - fast.

Here’s a preview of what you’ll learn:

1. Why “standing out” is often the reason you’re NOT getting chosen, and what buyers actually look for instead.

2. The strategy behind founders who sell out 200K launches in a single day without ads, funnels, or giant teams.

3. The hidden systems that turn unpredictable sales into steady, compounding growth.

These are the same frameworks I used to greenlight over $100M+ in deals, and founders have used them to scale from $1M to $50M without burning cash or hiring bloated agencies.

This masterclass is not public, and seats are extremely limited.

Everyone who registers gets access to the pre-training video series before we go live.

🔗 Reserve your spot: https://lnkd.in/dqNVxTFy

If you sell expertise, transformation, or innovation, don’t miss this. This one session could change how buyers see you forever.

Don't Fake It Till You Make It"

Starbucks just admitted what most brands won't:

Their purpose strategy misfired.

CEO Brian Niccol told Axios: "We had this strategy that was just a misfire of a purpose-driven store. It's like, well, the purpose is community connection. I think that's what got us off our game." TheStreet

Wait.

A $103B company with 40,000+ locations worldwide just said their PURPOSE got them OFF their game?

Here's what happened:

Starbucks tried to be everything to everyone.

Purpose became so broad it meant nothing.

Community connection? Great. But if your baristas can't make coffee fast enough, you've lost the plot.

Niccol's fix?

Go back to basics. "Above all else, a coffee company." Craver

This is the billion-dollar buyer intelligence lesson:

Purpose isn't about adding MORE missions to your business.

Purpose is about knowing your ONE thing so clearly that every decision flows from it.

The difference between purpose-washing and purpose as your operating system:

Say No To:- Brands trying to save the world while their core product suffers

Say Yes To: Brands whose purpose IS their product excellence

Look at Patagonia:

They don't talk about being a clothing company that cares about the environment.

They're an environmental company that makes clothing to fund the mission.
See the difference?

One is purpose bolted ON.

One is purpose built IN.

Most founders make Starbucks' mistake:

They add purpose to their pitch deck, their website, and their social posts.

But their operations? Still running on old systems that contradict everything they claim to stand for.

Category-of-one founders don't fake purpose till they make it.

They BUILD their entire business FROM purpose.

Every hire. Every offer. Every client decision.

Either it aligns with your purpose, or it doesn't belong in your business.

Don't fake it till you make it.

Make it real, or don't make it at all. 

Sign up to my newsletter here, for weekly strategic  on how to Be Impactful

https://lnkd.in/dsVQABvv

Read this if you want to stop  feeling like walking through GOOP growing your business 

$2M+ business.

And the founder wanted to quit.

Not because there business wasn't profitable.

Because every day felt like walking through GOOP.

Heavy. Sticky. Exhausting.

Never breaking through to the other side.

Here's what I heard on our first call:

"I'm working 60+ hour weeks. 

My offers convert, but they feel... generic. 

My thought leadership? Non-existent. 

I'm just another founder saying the same things everyone else is saying."

"I feel like I'm wading through mud. Every single day."

The problem wasn't work ethic.

The problem was no CATEGORY-OF-ONE positioning.

No billion-dollar buyer intelligence telling her what to say yes to and what to walk away from.

Just endless tasks, endless clients, endless sameness.

We worked together for 6 months.

Here's what shifted:

BEFORE: Walking through GOOP

Felt invisible in a crowded market
Working harder, not smarter
Burnt out from trying to be everything to everyone
Thought leadership? What thought leadership?

AFTER: Thriving in clarity

Category-of-one positioning that makes her MAGNETIC
Optimized offer that converts without her on every call
Team that owns outcomes, not just tasks
Thought leadership that positions her as THE expert

The difference?

This founder stopped trying to compete.
Started leading from unique genius.

The transformation:

Heavy → Light
Stuck → Flow
Invisible → Magnetic
Exhausted → Energized
Generic → Category-of-One

Same business. Different operating system.

Here's what I heard after 6 months:

"I finally feel like I'm running my business instead of my business running me. 

I'm not walking through GOOP anymore. I'm flying."

This is what's possible when you stop:

Trying to do what everyone else is doing

Working harder to prove your worth

Building offers that require YOU to deliver everything

And start:

✓ Operating from your category-of-one positioning
✓ Leading from inherent worth, not proving worth
✓ Building systems that give you permission to let go

Change the system. Change everything. 

One Day Or Day One You Decide

Most founders think they need a louder brand, a prettier website, and a “unique offer.”

That’s why they stay invisible while weaker competitors jump to the front of the line.

I spent years inside billion-dollar buyer rooms watching how decisions actually get made. 

And the truth is wild. 
Buyers don’t choose the “best” offer. 

They choose the offer that hits 5 very specific psychological triggers (nobody talks about).

On December 8 at 12 PM CST, 
I’m running a private masterclass.

We are revealing all 5 secrets.

Not the surface-level stuff. 

The real levers that make someone choose you instantly and confidently hit purchase.

Here’s a taste:

1. The real reason “being different” backfires and what top buyers use to decide who wins the deal.

2. How certain founders sell out 200K launches in 24 hours with zero ads or fancy funnels.

3. The 2 hidden mechanisms that turn growth from random spikes into momentum.

This is the playbook I used to greenlight more than 100 million in deals.

Founders have used these frameworks to scale from 1M to 50M.

Without hiring a giant agency.
Without burning money on guesswork.

Seats are limited.

This masterclass will not be public.

Register now to unlock the pre-video series before the live session.

Save your seat: https://lnkd.in/dqNVxTFy

Salih Safdar, Nathan Noble and 49 other attendees

Mon, Dec 8, 11:30 PM - Tue, Dec 9, 12:00 AM IST

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The Battle

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