About Us
We believe big change starts on the inside.
Optitude® was founded on the core belief that whether you're talking about an organization, or the individuals that make it up, success always starts on the inside. Our approach centers around what we call the Inside Up Principle®. With over 20 years of boots-on-the-ground experience in sales leadership, we’re not afraid to roll up our sleeves to help you and your team ask tough questions, lean into your strengths, embrace your weaknesses, and create the change you want to see from the Inside Up.
Brian Wesley Kerlin
FOUNDER / CEO
Brian’s background as an entrepreneur and sales leader with over 20 years of experience with start-ups, second-stage companies and top-tier fortune 50 companies, is complimented by his genuine grit and approachable attitude, giving him a unique capacity to lead others to get things done when it really counts. Brian grew up in western Pennsylvania, in the heart of the "steel-city", where blue-collar-hustle is a way of life. His parents taught him that if you want something in life, you have to go out and earn it the old-fashioned way, by working hard every day. Brian has lived, worked and traveled throughout the United States, but he’s been calling Denver home for the past 10 years.
Our Core Values
WE ARE PEOPLE FIRST.
We believe that people make up the foundation of any business. We believe those people provide the greatest differentiated & unique value for all the clients they serve. We want to prioritize this value in everything we do.
WE WORK ON TRUST.
Relationships are the core of the work we do, and we don’t build relationships without mutual trust. We are ruthlessly dedicated to aligning with our clients through integrity and transparency in every aspect of our work.
WE ARE RESULTS DRIVEN.
Our work doesn’t matter if it doesn’t get us where we want to go. We constantly strive to insure we are accomplishing our client’s goals and moving towards continuous commitment to excellence in everything we do.
The Optitude Manifesto
A call to the founder, the fighters, the builders.
This is for the founders.
The ones who risked it all.
The ones who said yes when others said no.
You didn’t take the easy path — you carved your own. You bootstrapped, you sold, you built, and figured it out along the way. You've worn every hat — founder, closer, operator, leader — because no one else would. While others chase hacks, shortcuts, and overnight success, you stay grounded in real work. You believe grit still matters, and that excellence isn’t an act — it’s a lifestyle.
At Optitude, we see you — because we are you.
We believe the entrepreneurs who truly rise are the ones who look inward before scaling outward.
Growth doesn’t start with a strategy — it starts with the internal strength to carry it. Your potential isn’t capped; it’s compounding, building momentum with every bold move and intentional decision.
We don’t worship hustle for hustle’s sake. But we do believe in rolling up our sleeves, getting dirty, and doing what it takes — consistently, relentlessly. We’re not here to serve the status quo. We serve the driven — the rule breakers, the relentless, the ones who wake up with something to prove. Our clients aren’t just chasing growth; they’re building something meaningful. Something lasting. Something legendary.
Clarity
We bring clarity where there’s complexity.
Strategy
We bring strategy where there’s chaos.
Belief
And we bring belief when the world feels heavy.
Because big change always starts on the inside.
Here’s to the builders, the risk-takers, the difference-makers. To the ones who don’t wait for permission, who face challenges head-on, trust the process, and play the long game. You’re not in it for shortcuts — you’re in it for something real. If that’s you, know this: you’re not alone. We’ve got your back. And we’re just getting started.
Let’s build.