The VICI Code: Purpose-Driven Profits

Joseph
  • 5.0 (1)
  • Entrepreneurship

Welcome to The VICI Code — the podcast where small business owners stop pretending, start confessing, and finally get what it takes to win financially. We talk real numbers. Real faith. Real stories of underdogs who got hit hard — by bad decisions, burnout, even bankruptcy — and chose to rise anyway. I’m Joe Dunaway, founder of VICI Financial, and every week, I sit down with entrepreneurs who’ve walked through fire, fixed their finances, and found purpose in the process. If you’ve ever felt like the only one who doesn’t “get it” when it comes to business money… If your story feels too messy, too behind, or too far gone… You belong here. Because the comeback isn’t just possible — it’s coded into you. This is The VICI Code.Let’s crack it together.

  1. 2d ago

    The Creative Architect: Angela Brown on Scaling Culture, 30 Years of SLUG Magazine, and the Business of DIY

    In episode 44 of The VICI Code, Joe Dunaway interviews Angela H. Brown, Executive Director of Craft Lake City & Owner of SLUG Magazine as she shares insights into the leadership lessons she learned by bootstrapping both her magazine and nonprofit, the systems and discipline she applied to scale teams from a single part-timer to more than 10 full-time staff and 100+ volunteers, and the mindset shifts that enabled her to bridge art, business, and impactful community service.  Tune in and unlock the blueprint for using creativity, consistency, and community to make a lasting impact—no matter where you start.  TIMESTAMPS [00:00:02] Angela Brown’s journey from underground magazine to nonprofit powerhouse [00:02:41] The breakthrough: Expanding beyond print to serve the creative community [00:08:23] Bootstrapping, balancing checkbooks & building a sustainable team [00:16:09] Invisible costs: What founders often overlook in community-focused business [00:22:16] Family, integration, and ditching the “work-life balance” myth [00:26:33] Leadership as art: Designing teams & nurturing creative business [00:29:31] Building mental fitness and the power of resilience in entrepreneurship [00:33:48] Angela’s actionable playbook for hiring & maximizing an executive assistant  QUOTES "I need to involve my family in my work...to understand that women can be bosses, that we can be entrepreneurs, we can be community leaders, we can essentially do whatever we want to do." – Angela Brown"When we're working with volunteers, it brings a mission-driven, purpose-driven energy...it's more people leading with their heart." – Angela Brown"You've got to really remind yourself to be hyper-focused. Who would have thought free money would cost so much?" – Joe Dunaway SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Angela Brown Instagram: https://www.instagram.com/therealangela/ LinkedIn:  https://www.linkedin.com/in/angela-h-brown-1240511/ WEBSITE VICI Finance: https://www.vicifinance.com Slug Mag: https://www.slugmag.com/ Craft Lake City:  https://craftlakecity.com/

    37 min

  2. Jun 16

    The AI Operating System: Devin Karpes on Cutting Through the Noise, Scaling Service Businesses, and Reclaiming 10+ Hours a Week

    In episode 43 of The VICI Code, Joe Dunaway interviews Devin Karpes, Founder of True Traction, as he shares not just frameworks, but the critical daily habits and conscious decisions that make elite execution possible—from morning breathwork to being truly present with family.  Tune in for motivation, strategic insights, and the leadership edge you need to win in the age of AI!  TIMESTAMPS [00:00:02] Introducing Devin Karpis & the mission behind True Traction [00:02:48] Realizing too much tech creates chaos—and the breakthrough leadership pivot [00:06:16] Distinguishing shiny tools from functional systems [00:08:29] Building AI literacy and empowering teams, not replacing them [00:15:23] The 10-hour gift: reclaiming time and maximizing ROI as a founder [00:17:17] How AI-driven systems scale valuation and growth [00:18:41] Daily non-negotiables: routines that sharpen leadership and fulfillment [00:21:28] The conscious choice: being present for family and purpose [00:23:35] Key takeaways, next steps, and where to connect for more  QUOTES "If you take a strategy-first approach, the tools then come to the surface of what will actually aid that strategy." – Devin Karpes"You can have the best systems in the world, but if you're constantly on your phone, you'll never make the time valuable." – Devin Karpes"It’s always about operating systems. It’s about leadership, about really streamlining things so you can buy back your time and fulfill your purpose." – Joe Dunaway SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  David Karpes Instagram: https://www.instagram.com/devinkarpes/  LinkedIn:  https://www.linkedin.com/in/devinkarpes/ TikTok: https://www.tiktok.com/@devinkarpes WEBSITE VICI Finance: https://www.vicifinance.com/ True Action AI: https://www.truetraction.ai/the-ai-operating-system/

    28 min

  3. Jun 9

    The Growth Engine: Marko Bizjak on Automating Home Services, Killing Operational Chaos, and the Path to Seven Figures

    In episode 42 of The VICI Code, Joe Dunaway interviews Marko Bizjak, Founder of Marvix Digital & Creator of the Marvix Growth Engine™, as he explores everything from the “prisoner” realization that traps talented entrepreneurs, to creating pipeline command centers that turn every inquiry into a tracked opportunity, and building company culture through discipline, relationships, and faith.  Tune in to learn actionable strategies for buying back your time, scaling what matters, and building a business that serves your life!  TIMESTAMPS [00:00:02] The "prisoner" realization—why most business owners get stuck [00:03:00] Marko Bizjak’s breakthrough: systems over manual chaos [00:04:23] The mindset shift: Moving from technician to leader [00:05:41] Tracking every lead—financial impact of governed systems [00:06:53] Social proof and the review magnet system [00:08:40] Buying back your time—family and freedom stories [00:11:41] Overcoming mindset blockers and embracing tech [00:15:08] Discipline, daily routines, and leading by example [00:17:23] Building personal and business fitness [00:21:20] The mission driving Marko Bizjak and his passion for trades [00:24:02] Key takeaways and how to connect with Marko Bizjak  QUOTES "It's a vicious cycle that keeps repeating—until you build a system that allows you to buy back your time." – Marko Bizjak"Websites are not a system, but they’re your biggest opportunity to build system-driven intake and communication." – Joe Dunaway"When you lead by example, the energy is different. The people around you rise to another level, too." – Marko Bizjak SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Marko Bizjak Instagram:  https://www.instagram.com/markob777/  LinkedIn:  https://www.linkedin.com/in/markobizjak/ WEBSITE VICI Finance: https://www.vicifinance.com/ Marvix Digital: https://marvixdigital.com/

    28 min

  4. Jun 2

    The Pivot Professional: Mark Mendez on White-Glove Logistics, Scaling a 3PL, and the "Hard Lessons" of Business Breakthroughs

    In episode 41 of The VICI Code, Joe Dunaway interviews Mark Mendez, Founder of JIT Delivers It (Just In Time), as they dive deep into the journey of an entrepreneur who shares their experiences of failure, growth, and the lessons learned along the way. Tune in for raw, honest insights about faith, family, and the relentless pursuit of victory in business. TIMESTAMPS [00:02:25] Slow, gradual climb to success. [00:05:21] Hiring friends in business. [00:10:51] Fitness journey and mental clarity. [00:15:02] Martial arts passion and experiences. [00:18:40] Wrestling's impact on life skills. [00:22:01] Transactional versus relational mindset. [00:27:06] Parenting through example and habits. [00:28:42] Empathy in everyday interactions. [00:32:31] Faith fuels the fight. QUOTES "We're all so wrapped up in our own world that we don't recognize other people who are in need." -Mark MendezThe company that gets you your first million, you may not be in it, but you should be learning everything you can from that business that you're in now." -Joe Dunaway ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Mark Mendez Instagram: https://www.instagram.com/mark.floorpro/  LinkedIn: https://www.linkedin.com/in/mark-mendez-a182018/   WEBSITE VICI Finance: https://www.vicifinance.com/ JIT Delivers It: https://www.jitdeliversit.com/about

    33 min

  5. May 26

    The $15 Billion Operating System: Brian Stewart on Mastering GrowthOS, Scaling Without Chaos, and the Pursuit of High-Performance Purpose

    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 ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== 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/

    46 min

  6. May 19

    The Silent Strategist: Chris Werner on High-Stakes $100M Battles, Fractional Leadership, and the Law of Stability

    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 ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== 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/

    32 min

  7. May 12

    The Business Detox: Andrea Mladin on AI Automation, Minimalist Systems, and Scaling with Clarity

    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 ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== 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/

    45 min

  8. May 5

    The Architecture of Brand: Jennifer Weber on Engineering Scalable Systems, Military Discipline, and Killing the Chaos of Growth

    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 ========================== Less supplements. More consistency. AG1 every day. SHOP HERE: https://click-myl.ink/2p8hck3h ========================== 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/

    47 min
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About

Welcome to The VICI Code — the podcast where small business owners stop pretending, start confessing, and finally get what it takes to win financially. We talk real numbers. Real faith. Real stories of underdogs who got hit hard — by bad decisions, burnout, even bankruptcy — and chose to rise anyway. I’m Joe Dunaway, founder of VICI Financial, and every week, I sit down with entrepreneurs who’ve walked through fire, fixed their finances, and found purpose in the process. If you’ve ever felt like the only one who doesn’t “get it” when it comes to business money… If your story feels too messy, too behind, or too far gone… You belong here. Because the comeback isn’t just possible — it’s coded into you. This is The VICI Code.Let’s crack it together.

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