The VICI Code: Purpose-Driven Profits

In episode 40 of The VICI Code, Joe Dunaway interviews Brian Stewart, Founder of Leadology and BMP Tuning, as he shares his battle-tested wisdom on eliminating chaos during the scaling phase and how he has successfully scaled a brand from $900 million to over $2 billion in sales.

Tune in as we uncover the architecture of growth and learn how to navigate the chaos that often hinders scaling businesses.

TIMESTAMPS

[00:02:30] Systems vs. Hustle in Business.

[00:05:04] Lack of consistency in business.

[00:10:18] Bulking and leaning in marketing.

[00:11:58] AI for business growth.

[00:18:28] Family fitness and leading by example.

[00:21:10] Fitness as personal presentation.

[00:24:43] Family and work-life balance.

[00:29:17] Teaching responsibility through chores.

[00:31:34] Teaching kids financial responsibility.

[00:36:15] Faith in business alignment.

[00:39:37] Family commitment to faith.

[00:44:22] Forgiveness and self-kindness.

QUOTES

• "Fitness is the presentation of you and how you outwardly present yourself before you can speak." -Brian Stewart
• "Be nice. Be kind. Forgiveness. Right. All those things are just so important." -Joe Dunaway
• "Having a higher calling, a higher purpose... doing things not for yourself is really the golden rule." -Joe Dunaway

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SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Brian Stewart

Instagram: https://www.instagram.com/_brianjstewart/

LinkedIn: https://www.linkedin.com/in/brianjamesstewart/

WEBSITE

VICI Finance: https://www.vicifinance.com/

In episode 39 of The VICI Code, Joe Dunaway interviews Chris Werner, Founder of Vidar Law & Fractional General Counsel, who shares his insights on transitioning from big law to fractional general counsel, protecting innovative tech companies, and navigating high-stakes litigation.

Tune in as we uncover valuable insights into the architecture of protection and the proactive mindset required in the legal landscape.

TIMESTAMPS

[00:02:15] Mental stamina during long trials.

[00:04:31] Health and fitness for lawyers.

[00:09:34] M&A exit strategy pitfalls.

[00:15:43] Fractional general counsel benefits.

[00:18:03] Work-life balance in law.

[00:25:28] Guiding founders through uncertainty.

[00:26:34] Regulatory environment in AI.

[00:30:26] Legal support for tech founders.

QUOTES

• "It took a lot of work to get there. Right. We had our fights. We had our issues over the years. And we both committed to doing that, to making it work despite that stuff." -Chris Werner
• "It's easier to ask for forgiveness than permission." -Joe Dunaway

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SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Chris Werner

Instagram:  https://www.instagram.com/chris_werner/

LinkedIn:  https://www.linkedin.com/in/chriswernerlegalcounsel/

WEBSITE

VICI Finance: https://www.vicifinance.com/

Start-up Generator: https://startupgenerator.biz/

Vidar Law: https://www.vidarlaw.com/  

In episode 38 of The VICI Code, Joe Dunaway interviews Andrea Mladin, Founder of Business Detox & AI Workflow Strategist, who discusses her work helping founders detox their businesses through simpler processes, stronger research, and better use of AI.

Tune in for a powerful conversation that could redefine your approach to entrepreneurship!

TIMESTAMPS

[00:02:36] Business detox for startups.

[00:06:02] Pet travel execution challenges.

[00:13:06] Communication bottlenecks in companies.

[00:18:46] Importance of market research.

[00:20:36] Market Research Importance.

[00:29:32] AI in startup investments.

[00:34:17] Founder values and mentoring.

[00:39:18] Surviving a major car accident.

[00:42:21] Goal-setting methodology.

QUOTES

• "Most startups don't fail because they lack capital, but because they lack that business detox." -Joe Dunaway
• "I don't want to be the smartest person in the room. I'm always searching for communities, for mentors that will push me to be better, to learn, give me some new perspective." -Andrea Mladin
• "I believe it is very important to build your company with people who use AI, who know how to use AI." -Andrea Mladin

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SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Andrea Mladin

Instagram:  https://www.instagram.com/andreamladin/

LinkedIn:  https://www.linkedin.com/in/andreamladin/ 

WEBSITE

VICI Finance: https://www.vicifinance.com/

Start-up Generator:  https://startupgenerator.biz/

Andrea Mladin:  https://andreamladin.com/

In episode 37 of The VICI Code, Joe Dunaway interviews Jennifer Weber, Founder & Owner of SDG Promotions, Inc., as she explains how clarity, governance, and planning can reduce waste, protect brand consistency, and create better outcomes for multi-location teams.

Tune in for a discussion that connects business systems to leadership, showing how vision and purpose shape organizations' present themselves internally and externally.

TIMESTAMPS

[00:00:46] Swag problem or process problem?.

[00:03:10] Chaos begins when intention is missing.

[00:06:19] Brand consistency across locations and markets.

[00:11:12] Settling the dust with repeatable systems.

[00:16:25] Enterprise stores simplify onboarding and recognition.

[00:20:13] Clarity is the biggest mistake in rollout.

[00:23:25] Parenting with work ethic and clear expectations.

[00:27:32] Faith and family stay first as business scales.

[00:33:22] Agriculture, nurture, and building foundations.

[00:37:10] Health and hydration support leadership clarity.

[00:39:45] Asking the right questions saves money.

[00:41:16] Morning gratitude sets the tone.

QUOTES

• "You're really just throwing money away if there is no purpose or intention behind it." -Jennifer Weber
• "Once they realize there's a process in place that they can follow repeatedly, the panic goes away." -Jennifer Weber
• “It is hard to grow and scale a business and also make sure that my priorities, in my opinion, are straight and correct, and that would always be faith and family first.” -Jennifer Weber

==========================

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==========================

SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Jennifer Weber

Instagram: https://www.instagram.com/builtbyjennifer/

https://www.instagram.com/sdgpromotions/

LinkedIn: https://www.linkedin.com/in/jennifer-weber-25420444/

WEBSITE

VICI Finance: https://www.vicifinance.com/

SDG Promotions: https://sdgpromo.com/

In episode 36 of The VICI Code, Joe Dunaway interviews Jaben Makings, Founder of Onnix Investments, as he shares how responding quickly and setting expectations can become a real competitive advantage in a market shaped by automation and weak follow-through.

Tune in for a conversation that centers on leadership, accountability, and the shift from trying to be the “cool boss” to creating clear expectations, consequences, and a peer-driven culture.

TIMESTAMPS

[00:02:38] Revenue growth from $100K to $400K.

[00:03:10] Why being the cool boss backfired.

[00:05:28] Negotiation starts with better questions.

[00:07:00] Speed and communication build trust.

[00:08:49] Deal lost by missing buyer follow-up.

[00:10:10] Interview process screens for fit.

[00:13:04] Quitting drinking changed everything.

[00:17:03] Faith and marriage reshaped his why.

[00:19:24] Burnout requires seasons of rest.

[00:21:01] Do right by everybody, always.

[00:22:54] Scaling requires delegation and systems.

[00:24:14] Faith, family, fitness, finance recap.

QUOTES

• "Show them what winning actually looks like. Show them what the definition of done is." -Jaben Makings
• "The biggest thing investors get wrong ... is not having all the information upfront." -Jaben Makings
• "The four pillars, work on each one of them, keep moving them forward, and keep balance." -Joe Dunaway

==========================

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SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Jaben Makings

Instagram: https://www.instagram.com/jaben.makings/  

LinkedIn: https://www.linkedin.com/in/jaben-makings-518876199/  

Zillow: https://www.zillow.com/profile/JabenMakings 

WEBSITE

VICI Finance: https://www.vicifinance.com/

Onnix Investment: https://onnixinvestments.com/

In episode 35 of The VICI Code, Joe Dunaway interviews Kelly Jedele, Founder & CEO of Let Kelly, as she explains how her leadership style empowers women, delivers consistent results, and proves that success is scalable without burning out.

Tune in, get inspired, and start building your victory code!

TIMESTAMPS

[00:00:02] Meet Kelly Jedele
[00:02:30] Lessons from Mary Kay: Leadership roots and team-building foundations
[00:03:58] Building a caring, high-retention company culture and team
[00:06:20] Starting with WHY: Uplifting women and empowering choice
[00:07:36] Burnout, systems, and the first steps to freedom for mom-founders
[00:11:05] The delegation dilemma: Why high achievers struggle to let go
[00:13:50] Salsa, running, and finding creative clarity outside the boardroom
[00:20:19] Family, faith, and supporting big dreams in New York City
[00:24:41] Core faith beliefs that fuel the journey

QUOTES

• "I really, really lean into caring for my team and coaching them in a way that inspires them to want to be their best and be loyal to the company." – Kelly Jedele
• "You start with the why, then you work on the how." – Joe Dunaway
• "When I feel that loving nurture in my life as a woman, then I'm allowed to be in my feminine. The magic of who I am and what happens just blossoms." – Kelly Jedele

==========================

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AG1 every day.

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==========================

SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Kelly Jedele

Instagram: https://www.instagram.com/kellyjedele/?hl=en  

LinkedIn: https://www.linkedin.com/in/kellyjedele/ 

Facebook: https://www.facebook.com/LetKelly

WEBSITE

VICI Finance: https://www.vicifinance.com/

Let Kelly: https://www.letkelly.com/ 

In episode 34 of The VICI Code, Joe Dunaway interviews Tony Hoong, Founder & CEO of The CPA Dude, who shares how listening to clients sparked his leap from the “hamster wheel” of compliance to thinking ahead and implementing AI-powered solutions. 

Tune in now for strategies you can implement today—and set yourself up to keep more of what you earn!

TIMESTAMPS

[00:00:02] Unlocking small business stories: From chaos to victory
[00:02:20] The aha moment: Leaving the Big Four for real tax savings
[00:05:36] Why CPAs focus on compliance over strategy
[00:08:13] How AI is transforming the tax industry
[00:12:54] Outgrowing your traditional CPA: Key signs and numbers
[00:15:20] Fitness, discipline, and mental clarity for entrepreneurs
[00:22:56] Family, legacy, and business decisions
[00:27:17] Faith, ethics, and doing right by clients
[00:31:34] How to connect with Tony Hoong and next steps

QUOTES

• "The discipline required to master the tax code definitely carries over into your physical habits—you have to do the work, you have to eat the diet. Same thing for finances." – Tony Hoong
• "Income will always be the same, but how you structure it will change how much you end up paying in taxes—and also know why your CPA should be a strategist." – Joe Dunaway

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==========================

SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Tony Hoong

Instagram:  https://www.instagram.com/thecpadude_/   

LinkedIn:  https://www.linkedin.com/in/tonymhoong/  

Facebook:  https://www.facebook.com/TheCPADude  

TikTok: https://www.tiktok.com/@thecpadude

https://www.tiktok.com/@thetonyhoong

WEBSITE

VICI Finance: https://www.vicifinance.com/

In episode 33 of The VICI Code, Joe Dunaway interviews Aurelie Couble (PLV), Music Producer, YouTuber, and Music Business Coach, as she shares her journey from a VFX film industry runner to a six-figure music entrepreneur—breaking the “starving artist” stereotype along the way.

Tune in for an episode that will equip you with the stories, systems, and motivation you need to turn passion into production and goals into reality.

TIMESTAMPS

[00:00:02] Welcome and introduction: From VFX to music entrepreneur
[00:02:10] Aurelie’s VFX grit and work ethic
[00:04:24] Importance of transparency and showing the real journey
[00:07:45] Systems over streams: Building a business with the right audience
[00:10:09] Why social and email outperform going viral
[00:12:02] Teaching creatives to think like business owners
[00:14:11] Monetization mistakes and focusing on what actually works
[00:16:12] Discipline, burnout, and creating sustainable growth
[00:21:45] Embracing change: French roots, moving to Canada, and motivation
[00:25:29] Mission, faith, and purpose-driven leadership
[00:31:44] Key takeaways and closing thoughts

QUOTES

• "It's just about having the right audience of really targeted people that really want to work with you, buy from you, learn from you—whatever it is that you decide to sell." – Aurelie Couble
• "Transparency is the ultimate tool for trust and leadership. Just being honest and authentic will go so far in your leadership qualities." – Joe Dunaway
• "I just want more power to the artists themselves." – Aurelie Couble

==========================

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SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Aurelie Couble

Instagram:  https://www.instagram.com/musicbyplv/ 

LinkedIn:  https://www.linkedin.com/in/aureliecoublecompositor/

YouTube: https://www.youtube.com/@musicbyplv 

WEBSITE

VICI Finance: https://www.vicifinance.com/

Music by PLV: https://musicbyplv.com/my-story/

In episode 32 of The VICI Code, Joe Dunaway interviews Brady Lowe, Founder & CEO of Taste Network, as he shares his insights on the importance of integrity in partnerships, the value of delegating tasks, and how to create a legacy that aligns with personal values.

Tune in as we unpack the keys to success in the food industry and learn how to create meaningful connections through food and storytelling.

TIMETAMPS

[00:02:51] Scaling experiences through systems.

[00:06:21] No surprises in business.

[00:10:47] Operational clarity in entrepreneurship.

[00:12:45] Die empty, give away everything.

[00:19:42] Sustainable local food sourcing.

[00:20:55] Environmental and social responsibility.

[00:25:29] Firing clients professionally.

[00:30:18] Triple D rule for partnerships.

[00:32:00] Chemistry test for partnerships.

[00:36:10] Client interaction and representation.

[00:40:38] Work-life balance in leadership.

[00:43:38] Redefining fun and fitness.

[00:47:15] The power of storytelling.

QUOTES

• "Don't think about what everyone else says, especially if they haven't accomplished anything either." -Joe Dunaway
• "If you don't stick to what you believe in, you might as well not fucking do it." -Brady Lowe
• "If you can tell your story, that's almost more important than the business plan itself." -Joe Dunaway

==========================

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AG1 every day.

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SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Brady Lowe

Instagram:  https://www.instagram.com/bradylowe75/?hl=en 

LinkedIn:  https://www.linkedin.com/in/tastenetwork/   

WEBSITE

VICI Finance: https://www.vicifinance.com/

Taste Network: https://tastenetwork.com/

In episode 31 of The VICI Code, Joe Dunaway interviews Ryan Woodruff, CEO of Clear Path for Veterans, as he shares his personal experiences with isolation, mental health challenges, and the life-changing impact of service dogs as social facilitators for veterans.

Tune in for an honest conversation about faith, family, and the journey to victory.

TIMESTAMPS

[00:00:48] Warrior culture and mental health.

[00:05:41] Dogs as mirrors of character.

[00:10:15] The value of service dogs.

[00:12:56] Cost of veteran support programs.

[00:15:42] Connect, Restore, Grow model.

[00:22:05] Family's role in leadership.

[00:25:17] Intentional stability for children.

[00:29:10] Faith, family, fitness, importance.

[00:33:04] Spiritual wellness for veterans.

[00:35:59] Service dogs as community bridges.

[02:15:30] Faith fuels a fight.

QUOTES

• "A dog is literally a mirror to your character." -Ryan Woodruff
• "If you're putting out fires at home all the time, it's just really hard to be your best self and help other people outside the home." -Joe Dunaway
• "Being vulnerable takes a lot more guts than hiding it." -Joe Dunaway

==========================

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AG1 every day.

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==========================

SOCIAL MEDIA

Joe Dunaway

Instagram: https://www.instagram.com/thejoedunaway/ 

LinkedIn: https://www.linkedin.com/in/joseph-dunaway 

Ryan Woodruff

Instagram: https://www.instagram.com/ryan.j.woodruff/ 

LinkedIn:  https://www.linkedin.com/in/ryan-woodruff-290514195/   

Facebook:  https://www.facebook.com/ryanwoodruff0309  

WEBSITE

VICI Finance: https://www.vicifinance.com/

Clear Path for Veterans:  https://www.clearpath4vets.com/