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. 8H AGO

    Beyond the Streams: Aurelie Couble on Building a $120k Music Empire and the Systems of Creative Freedom

    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 ========================== 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  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/

    35 min

  2. MAR 31

    How to Leverage Strategic Storytelling, Brand Partnerships, and Operational Systems to Reclaim Freedom in the Hospitality Industry

    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 f*****g do it." -Brady Lowe"If you can tell your story, that's almost more important than the business plan itself." -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  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/

    50 min

  3. MAR 24

    From Combat to CEO: Integrating Faith, Family, and Holistic Wellness to Bridge the Military-Civilian Divide and Scale Non-Profit Impact

    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========================== 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  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/

    39 min

  4. MAR 17

    The Pivot to Purpose: How to Build a 7-Figure Real Estate Empire by Serving Displaced Families and Mastering Systems-Driven Freedom

    In episode 30 of The VICI Code, Joe Dunaway interviews Ryan Mueller, CEO of Plexa Housing, as he shares how he leverages daily fitness and purposeful routines to maintain mental grit, balancing wealth creation with being present for his family. Tune in to this episode, apply the proven systems, and take action to build stability, freedom, and legacy—both for your family and those you serve.  TIMESTAMPS [00:00:02] Introducing Ryan Mueller: Building a Purpose-Driven 7-Figure Real Estate Business [00:02:24] The Breakthrough: Pivoting from Airbnb to Insurance-Funded Rentals [00:05:32] Owner Mindset: Service, Stability, and Revenue Transformation [00:08:24] The Secret Sauce: Relationships with Insurance Companies [00:11:34] Systems, Speed, and Stability: Building Team and Tech [00:14:05] Fitness as Mental Grit: Daily Routines for Business Leaders [00:22:06] Protecting Family Time: Wealth, Discipline, and Non-Negotiables [00:25:51] Faith, Service, and Helping Displaced Families [00:31:07] Connect With Ryan: Instagram, LinkedIn, and Plexa Housing QUOTES "It's all about speed, right? If you have a fire, water, and you're damaged... " You want to be back in your house like right now." – Ryan Mueller"The system is the only way to scale. Everything I approach my business now is like, how can I McDonaldize this?" – Ryan Mueller"No amount of money is worth missing seeing your kids and being there for your family." – Ryan Mueller ========================== 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  Ryan Mueller Instagram: https://www.instagram.com/ryangramsmueller/#  LinkedIn: www.linkedin.com/in/ryan-mueller-996623120  Facebook: https://www.facebook.com/ryan.mueller.391        WEBSITE VICI Finance: https://www.vicifinance.com/ Plexa Housing: https://plexahousing.com/

    34 min

  5. MAR 10

    From Moscow to Victoria: Navigating the Highs and Lows of Immigration, Mastering Technical Leadership, and Building Multi-Industry Wealth

    In episode 29 of The VICI Code, Joe Dunaway interviews Alex Gorelik, Partner at Polaris Land Surveying & Founder of Squeakly Cleaning, as he shares the process of pivoting from short-term rental services after legislative changes—demonstrating adaptability and resilience in the face of industry upheaval. Tune in now and learn how immigrant grit, technical precision, and unwavering purpose can transform your business and your life.  TIMESTAMPS [00:00:02] Welcome & Alex Gorelik’s introduction [00:02:39] Immigration lows & breakthrough moments [00:06:37] Community leadership in surveying vs. oil & gas [00:09:47] Attention to detail: Surveying & Squeakly [00:12:34] Delegation & systems for business growth [00:17:00] Pivoting Squeakly: Adapting to change [00:20:30] Fitness & cognitive performance [00:26:11] Cultivating health in teams [00:27:31] Family legacy & mentorship [00:30:35] Leadership shaped by Moscow roots [00:34:52] How to connect with Alex QUOTES "I constantly thought about how I could get out of it… It's a slow, gradual process when your mind slowly shifts towards something great." – Alex Gorelik"Our goal is for our customers, our clients, to say wow. And this wow is about quality and is also about speed." – Alex Gorelik"You can't reach your goals unless you've planned things out. Planning and setting goals is just really important." – 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  Alex Gorelik Instsgram: https://www.instagram.com/alex.gorelik.now/ https://www.instagram.com/squeaklycleaning/ https://www.instagram.com/polarislandsurveying/  LinkedIn: https://www.linkedin.com/in/alexgorelik1/        WEBSITE VICI Finance: https://www.vicifinance.com/ Squeakly: https://squeakly.ca/our-story/

    36 min

  6. MAR 3

    Reclaiming the Fundamentals: How Unconventional Health Strategies Drive Business Productivity, Profit, and Community Impact

    In episode 28 of The VICI Code, Joe Dunaway interviews Kalvin Langenberg, Founder of Long Haul Coaching & The Savage Man Project, who shares how he rebuilt his philosophy and now empowers CEOs, business owners, and driven individuals to reshape their lives and organizations. Tune in for practical strategies for implementation that don’t require a massive budget but deliver enormous results. TIMESTAMPS [00:00:02] Meet Calvin Langenberg—From Health Coach to Culture Shifter [00:06:18] Why the System Is Broken (and How to Fix It) [00:08:44] The Power of Long-term Mindset and Perseverance [00:14:20] Health as a Profit Driver—ROI for Leaders & Teams [00:17:37] Actionable Strategies for Workspace Wellness on Any Budget [00:23:05] Discipline, Masculinity, and Leading Your Family by Example [00:30:52] Faith, Fundamentals, and Staying Grounded in Your Purpose QUOTES "It's never like the big massive breakthrough things—it's the really small aspects that add up." – Kalvin Langenberg"Leading by example is setting the proof of, 'Hey, this is how I do things, and I'm loving life.' – Joe Dunaway"If your spouse isn't on the same page or if you're not able to lead by example, your health is just going to struggle. Everything comes back to you as your responsibility." – Kalvin Langenberg ========================== 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  Kalvin Langenberg Instsgram: https://www.instagram.com/kalvinlangenberg/  LinkedIn: https://www.linkedin.com/in/kalvin-langenberg-7a066b210/        WEBSITE VICI Finance: https://www.vicifinance.com/ Long Haul Coaching: https://longhaulcoaching.my.canva.site/savagemanproject

    38 min

  7. FEB 24

    Transitioning from Corporate Tax to Purpose-Driven Entrepreneurship: How to Scale a Close-Knit Business While Raising A Family and Leading with Faith

    In episode 27 of The VICI Code, Joe Dunaway interviews powerhouse CPA and entrepreneur, Vanessa Lay, co-owner of Lay & Company, LLC, as they dive into the transformative journey of a leader who traded the rigid corporate climb for the meaningful impact of boutique business ownership—building a company grounded in faith, family, and authentic relationships. Tune in for inspiration, actionable insights, and a blueprint for thriving in business and life. TIMESTAMPS [00:00:02] Welcome & Episode Introduction [00:02:19] Vanessa’s Corporate to Boutique Breakthrough [00:05:14] Serving Clients Beyond the Balance Sheet [00:07:17] Leveraging Automation for Relationship-Driven Growth [00:13:41] Navigating Family Dynamics in Business [00:21:51] Resilience, Reflection, and Iteration [00:29:16] Leading as a Woman in Purpose-Driven Business [00:32:21] Final Takeaways & Action Steps QUOTES "Tax expense is one of the biggest expenses in a person's life. Making the investment to ensure it's done well and you pay the least amount you can—that's worth its weight in gold." – Vanessa Lay"Some people think, 'I'll start a business to have more time for family.' That's a good goal, but you have to do it right. The right systems and leadership tactics have to be number one." – Joe Dunaway"Clear boundaries. Very clear boundaries. And knowing that it's okay to have those boundaries." – Vanessa Lay ========================== 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  Vanessa Lay Instsgram: https://www.instagram.com/vanessalay28/  LinkedIn: https://www.linkedin.com/in/vanessa-lay-cpa/        WEBSITE VICI Finance: https://www.vicifinance.com/ LayCo Tax: https://www.layco.tax/

    33 min

  8. FEB 17

    Transitioning from Corporate IT to Trade Leadership: Using Lean Systems and Executive Support to Scale Past $1M

    In episode 26 of The VICI Code, Joe Dunaway interviews Rob Ladabouche, owner of Stacked Systems, as he discusses the importance of building lean systems to eliminate tech waste, allowing business owners to reclaim their time and focus on what they love. Tune in for an engaging conversation that highlights the power of effective systems in achieving business success. TIMESTAMPS [00:03:19] Tech debt and scaling challenges. [00:06:37] Personal phone model bottleneck. [00:09:05] Automation vs. human touch. [00:12:34] Hiring an executive assistant. [00:15:17] Data-driven decision making. [00:21:15] Mindset shift in business. [00:23:41] The importance of systems in business. [00:28:40] Caught not taught culture. [00:30:46] Investing in your people. [00:35:51] The importance of rest. [00:39:09] The power of asking why. [00:45:59] Child trafficking and wealth impact. [00:48:25] Business growth and time management. [00:51:05] Business growth through systems. QUOTES "If you don't make decisions based on data in your business, it's not gonna scale well." -Rob Ladadouche"Nothing is better than the present moment." -Rob Ladabouche"We all have a limited amount of time, and anybody that are closing in on the final days just wishes they had more time with family and people." -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  Rob Ladabouche Instsgram: https://www.instagram.com/robladabouche/  Facebook:  https://www.facebook.com/rob.bobby.7161/ LinkedIn: https://www.linkedin.com/in/rob-ladabouche-757783175/       WEBSITE VICI Finance: https://www.vicifinance.com/ Stacked Systems: https://stackedsystems.com/

    53 min
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5
out of 5
3 Ratings

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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