The VICI Code: Purpose-Driven Profits

Joseph
  • 5.0 (3)
  • 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. 22h ago

    The Art of the Pivot: Michele Bonds on Wall Street Discipline, Radical Transformation, and Excavating Your True Purpose

    In episode 58 of The VICI Code, Joe Dunaway interviews Michele Bonds, a sculptural paper artist and former Wall Street Chief of Staff, who shares a powerful perspective on victory. Instead of viewing success as a situation where someone must lose for another person to win, she now sees victory as expansion—a “yes and” rather than an “either/or.” Her story reminds us that transformation isn't about abandoning your past; it's about using everything you've learned to build what comes next. Tune in to discover how Michele turned decades of corporate discipline into creative freedom, why entrepreneurship requires both structure and surrender, and how you can permit yourself to create a new path without losing the strengths that made you successful in the first place. TIMESTAMPS [00:00:02] Introducing Michele Bond and The Art of the Pivot. [00:02:23] Leaving a high-level corporate career and confronting uncertainty. [00:04:15] The gradual breakthrough that led Michele toward art. [00:06:50] Turning Wall Street precision into a creative advantage. [00:08:20] How corporate systems shaped Michele's entrepreneurial approach. [00:12:22] Building structure after leaving corporate life. [00:14:10] Balancing discipline, creativity, and play. [00:19:03] Redefining fitness and performance through creative work. [00:21:52] Family, fear, faith, and redefining legacy. [00:25:18] Trusting the universe and finding purpose through creation. [00:26:52] Creativity, divine connection, and the art of surrender. [00:30:37] Rapid-fire breakthroughs, financial fluency, and redefining victory. QUOTES "There's a burden that comes with that amount of freedom." – Michele Bond"Everything matters. You're the rewards, the challenges, it all builds you up for your next challenge." – Joe Dunaway"True transformation isn't about throwing your past away. It's about layering it into something new." – Joe DunawaySOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Michele Bond Instagram:  https://www.instagram.com/michelebondsart/ LinkedIn: https://www.linkedin.com/in/michelebonds/   WEBSITE VICI Finance: https://www.vicifinance.com Michele Bond: https://www.michelebonds.com/

  2. Sep 22

    Success Without Self-Abandonment: Isabelle Tremblay on Executive Renewal, Leading with Love, and Scaling Your Impact

    In episode 57 of The VICI Code, Joe Dunaway interviews Isabelle Tremblay, Bestselling Author, Fractional CMO, and Executive Coach. She shares how leaders can establish loving boundaries, align their business strategies with their personal values, and create cultures where people feel respected, trusted, and empowered to succeed.  Tune in to discover how to lead with heart, establish healthier boundaries, reclaim your energy, and build a version of success that doesn't require you to abandon yourself. TIMESTAMPS [00:00:00] Introducing Isabelle Tremblay and the journey to success without self-abandonment. [00:02:24] Leading 42 brands while battling severe executive burnout. [00:05:46] The Love Leads Succeed leadership philosophy. [00:08:38] Aligning sales, marketing, culture, and team performance. [00:10:07] Redefining financial and career success through alignment. [00:11:10] Executive renewal, boundaries, and reclaiming your energy. [00:13:15] Morning routines, meditation, movement, and gratitude. [00:18:48] Building work-life harmony and modeling values for family. [00:22:30] Faith, spirituality, purpose, and intentional leadership. [00:24:00] Rapid fire: self-abandonment, team alignment, and victory. [00:26:00] Reclaiming time, purpose, and energy with the Renewal Guide. QUOTES "Burnout is not simply just a calendar problem. It's really about feeling empty and so focused on the work that you forgot about who you really are." – Isabelle Tremblay"Love leadership is really not soft." – Isabelle Tremblay"True power isn't found in the grind; it's found in the alignment of purpose and presence." – Joe Dunaway SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Isabelle Tremblay Instagram:  https://www.instagram.com/loveleadsucceed/ LinkedIn: https://www.linkedin.com/in/isabelle-tremblay-21109226/ YouTube: https://www.youtube.com/@loveleadsucceed    WEBSITE VICI Finance: https://www.vicifinance.com Eye Novationg: https://eyenovating.ca/

  3. Sep 15

    Wealth Alignment: Dr. Greg Pursley on Breaking the "More Work" Trap, Reclaiming Your Family Legacy, and Scaling Your Medical Practice

    In episode 56 of The VICI Code, Joe Dunaway interviews Dr. Gregory Pursley (Dr. G), Founder/CEO of PC Medical Centers & Author of Fix Your BS, who shares his practical monthly “life wheel” approach, rating five critical areas — faith, family and relationships, health, business, and wealth — and identifying what needs to improve. Rather than chasing perfection, the goal is consistent movement toward a more intentional life.   Tune in to discover how to scale your business without sacrificing your health, relationships, faith, or the life you’re working so hard to build. TIMESTAMPS [00:00:00] Introducing Dr. Gregory Pursley and the wealth alignment journey. [00:02:15] From survival mode to redefining success. [00:03:29] The belief systems and business systems behind Fix Your BS. [00:06:22] Aligning faith, family, and business. [00:07:21] Delegation, SMART goals, and creating freedom. [00:09:36] Revenue vs. profit and the true meaning of wealth. [00:11:42] Diagnosing business problems and fixing system leaks. [00:14:35] Health, fitness, and the monthly life assessment. [00:18:16] Why you’ll never be a perfect 10 in every area. [00:20:10] Authenticity, purpose, faith, and family. [00:21:55] Building a legacy through challenges and resilience. [00:24:11] Rapid fire: daily habits, victory, and owner independence. QUOTES "Your belief systems and your business systems have to be aligned to actually achieve great results in your business." – Dr. Gregory Pursley"Revenue is vanity, profit is sanity." – Dr. Gregory Pursley"Prioritize your alignment, protect your family, and remember that real wealth is a life lived on purpose." – Joe DunawaySOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Dr. Greg Pursley Instagram: https://www.instagram.com/drgregpursley/  LinkedIn: https://www.linkedin.com/in/drgregpursley1/   WEBSITE VICI Finance: https://www.vicifinance.com Dr. Greg Pursley: https://www.drgregpursley.com/

  4. Sep 8

    The Architect of Value: Stephen Bellosi on Scaling Professional Firms, Captive Insurance, and the Fiduciary Standard of Leadership

    In episode 55 of The VICI Code, Joe Dunaway interviews Stephen Bellosi, C-Suite Growth Consultant & Strategic Advisor, as he shares how his college football background shaped his approach to leadership, time management, adversity, and teamwork—and how a serious injury reinforced his appreciation for health and the privilege of being able to show up for his family, clients, and community.  Tune in for a powerful conversation about building something bigger than yourself, creating true time freedom, and developing the mindset required to turn a career into an enterprise. TIMESTAMPS [00:02:12] Stephen’s career journey and breakthrough into enterprise value consulting. [00:06:30] Applying a fiduciary mindset to business operations and financial structure. [00:10:18] The biggest risk management blind spot: delaying key administrative hires. [00:12:49] Sequencing for success and removing the owner as the business bottleneck. [00:15:15] Preparing a business for an exit through mindset and leadership transformation. [00:18:07] Building a team that can operate, maintain, and grow without the owner. [00:20:24] How athletics, discipline, and teamwork translate into business success. [00:25:32] Health, gratitude, resilience, and recovering from a serious injury. [00:28:06] Balancing a demanding consulting career with family and relationships. [00:30:27] Faith, values, doing the right thing, and long-term decision-making. [00:34:22] The myth that business growth is quick or easy. [00:34:49] One structural move that can increase exit valuation: clean books and records. [00:35:11] Stephen’s vision for victory and time freedom in 2026. [00:35:58] Think bigger and add a zero to what you're building. QUOTES "Sequencing equals success." – Stephen Bellosi"The higher the enterprise value, the lower the key person risk." – Stephen Bellosi"Whatever your business is doing today, add a zero to it." – Stephen Bellosi SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Stephen Bellosi Instagram: https://www.instagram.com/stephen_apex_consulting_/   WEBSITE VICI Finance: https://www.vicifinance.com

  5. Sep 1

    The Legacy Algorithm: Pete Vera on Navy Logistics, Ethical M&A, and Protecting the Founder’s Life’s Work

    In episode 54 of The VICI Code, Joe Dunaway interviews Pete Vera, USMC Veteran, Managing Partner at GreenRock Logistics, and Founder of BizExitGrow, as they dive deep into what makes a business exit-ready, including clean financials, reducing owner dependence, strengthening management teams, and implementing systems that increase long-term value.  Tune in to discover how military-level discipline can translate into smarter business acquisitions, stronger leadership, and sustainable growth.  TIMESTAMPS [00:00:02] Welcome to The Vici Code and Pete Vera's journey from the Navy to logistics. [00:02:24] What makes a business truly exit-ready. [00:04:42] Common financial and owner-dependence issues hurting business value. [00:06:18] Why preserving company culture and employee legacy matters. [00:08:03] People, corporate knowledge, and the human algorithm of business. [00:09:12] Using AI and automation without losing the personal touch. [00:11:46] Shared services, economies of scale, and acquisition synergies. [00:14:20] Military discipline, fitness, breathwork, and peak performance. [00:17:17] Family, founder legacy, and the responsibility of buyers. [00:19:26] Faith, ethical negotiations, and buying businesses with honor. [00:21:49] The purpose behind the Exit Algorithms Podcast. [00:23:00] Rapid fire: preparing founders for life after the exit. [00:24:00] The Navy leadership principle every CEO should adopt. [00:25:00] Pete's definition of victory for 2026. [00:26:00] Protecting the legacy, optimizing the algorithm, and leading with honor. QUOTES "Those are the assets of the business that you want to keep—that corporate knowledge." – Pete Vera"We're dealing with someone's legacy." – Pete Vera"True success isn't just the exit; it's the legacy left behind." – Joe Dunaway SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Peter Vera Instagram: https://www.instagram.com/peterkvera/  LinkedIn: https://www.linkedin.com/in/pete-vera/  Apple Podcast: https://podcasts.apple.com/us/podcast/exit-algorithms/id1820424898     WEBSITE VICI Finance: https://www.vicifinance.com BizExitGrow:  https://www.bizexitgrow.com/

  6. Aug 25

    Winning Without Losing: Dan Richards on the "Cut Through Clarity" Framework, Rebuilding After Business Failure, and the Daily ROI of Presence

    In episode 53 of The VICI Code, Joe Dunaway interviews Dan Richards, Leadership Coach, Founder of Cut Through Clarity (CTC), as they discuss why empathy is a competitive advantage, how intentional routines improve business performance, the importance of having a strong partner and support system, and why purpose-driven leadership creates lasting impact.  Tune in to discover how clarity fuels leadership, why protecting your energy is one of the greatest business strategies you'll ever implement, and how true success begins at home before it ever shows up in the boardroom.  TIMESTAMPS [00:00:00] Welcome to The VICI Code, and introducing Dan Richards. [00:02:46] Losing a business, grief, and rebuilding identity after administration. [00:05:47] The Cut Through Clarity (CTC) framework explained. [00:09:09] Why empathy is a leadership superpower. [00:11:06] Protecting your energy with the CTC daily operating system. [00:12:47] The one habit most seven-figure founders overlook. [00:14:16] How fitness helped Dan survive his darkest season. [00:15:39] Giving your family your best—not your leftovers. [00:19:14] Building routines that create sustainable high performance. [00:24:51] Finding purpose, values, and clarity through leadership. [00:28:56] Rapid-fire leadership lessons and defining victory. [00:30:09] Dan's Energy Audit tool and final advice for leaders.  QUOTES "The whole reason we build businesses is to enjoy more time with our friends and loved ones." – Dan Richards"If you don't prioritize your time, someone else will." – Dan Richards"The real victory is won at home first." – Joe Dunaway SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Dan Richards Instagram: https://www.instagram.com/dan.richards.aus/ LinkedIn: https://www.linkedin.com/in/daniel-richards-b9530765/     WEBSITE VICI Finance: https://www.vicifinance.com

  7. Aug 18

    Systems Over Sweat: Why Most Businesses Don’t Have a Labor Problem — They Have a Leadership Problem | David Forster

    In episode 52 of The VICI Code, Joe Dunaway interviews David Forster, a Brain Performance Coach, as he shares the hard-earned lessons behind his transformation from a hustle-driven entrepreneur with a hero complex into a leader focused on empowering people, simplifying operations, and building organizations that thrive through accountability and trust.  Tune in to discover why leadership—not labor—is the true competitive advantage, and learn how better systems, stronger habits, and intentional leadership can transform your business and your life.  TIMESTAMPS [00:00:00] Introduction: Leadership shortage vs. labor shortage. [00:02:35] David Forster's entrepreneurial journey and early hustle mindset. [00:04:04] When success stopped feeling fulfilling. [00:05:29] Why businesses struggle to hire and retain great people. [00:10:50] The founder bottleneck and overcoming the hero complex. [00:16:29] Escaping the trap of becoming employed by your own business. [00:18:52] Leadership lessons that changed David's marriage and life. [00:22:47] Managing stress, fitness, and finding clarity through discipline. [00:26:29] Why personal discipline drives operational excellence. [00:27:44] Leadership habits that reveal true maturity. [00:29:59] Rapid-fire leadership lessons and business principles. [00:35:34] Legacy, family, and building something that outlasts you. [00:36:09] Final thoughts and where to connect with David Forster.  QUOTES "It's not a labor shortage—it's a leadership shortage." – David Forster"Action brings clarity, and clarity brings confidence." – David Forster"Systems aren't just about scaling companies—they're about protecting people, families, health, and building something that outlasts your constant presence." – Joe Dunaway SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  David Forster Instagram:   https://www.instagram.com/rdavidforster/    Facebook: https://www.facebook.com/rdavidforster  LinkedIn:  https://www.linkedin.com/in/rdavidforster/   TikTok: https://www.tiktok.com/@rdavidforster  YouTube: https://www.youtube.com/@rdavidforster     WEBSITE VICI Finance: https://www.vicifinance.com David Forster: https://dforster.com/ https://dforster.com/about

  8. Aug 11

    The Master Builder: Brandon Smith on the Trade-Up Framework, Scaling a Construction Empire, and the Blueprint for High-Performance Leadership

    In episode 51 of The VICI Code, Joe Dunaway interviews Brandon Smith, Co-founder of New Vision Projects & Founder of Trade-Up Coaching, as he shares his incredible journey from a struggling teenager who barely graduated high school to building a multi-award-winning construction company and coaching trade business owners across North America to become visionary leaders.  Tune in to discover how to trade up your skills, leadership, mindset, and habits so you can scale your business, strengthen your relationships, and build a legacy that lasts.  TIMESTAMPS [00:00:00] Introduction to Brandon Smith and the Trade Up philosophy. [00:02:31] Brandon's accidental start in construction and finding purpose [00:09:15] Why great tradespeople struggle when they become business owners. [00:11:00] Building systems instead of trading time for money. [00:13:30] Leadership, business fundamentals, and scaling through people. [00:14:04] Radical transparency and building trust with clients and teams. [00:17:12] The role of fitness and discipline in leadership performance. [00:22:27] Why rejection ("no") is the fastest path to success. [00:26:17] Balancing entrepreneurship with family and being present at home. [00:35:25] Faith, integrity, and making decisions with a long-term vision. [00:41:30] Building habits that compound over time. [00:44:54] Rapid-fire business, leadership, and personal growth insights. [00:47:38] Final advice: Trade up your skills, beliefs, and relationships.  QUOTES "Take what you love and deploy it in the right areas of your business—that's how you truly trade up." – Brandon Smith"Sometimes the goal isn't getting to yes. The goal is getting to no faster because that's where the real learning begins." – Brandon Smith"Scaling requires systems, leadership requires discipline, and a great life is built on the foundation of health and family." – Joe Dunaway SOCIAL MEDIA Joe Dunaway Instagram: https://www.instagram.com/thejoedunaway/  LinkedIn: https://www.linkedin.com/in/joseph-dunaway  Brandon Smith Instagram:   https://www.instagram.com/buildwithbsmith/ https://www.instagram.com/newvisionprojects/ LinkedIn:  https://www.linkedin.com/in/brandon-smith-nvp/ Spotify: https://open.spotify.com/show/6lPo3hHrreDSuz6v4MhikA   WEBSITE VICI Finance: https://www.vicifinance.com New Vision Projects: https://newvisionprojects.com/

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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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