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 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

  2. APR 28

    The Blueprint for Scaling: Jaben Makings on Real Estate Mastery, Team Synergy, and the Discipline of Growth

    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 ========================== 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  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/

    27 min

  3. APR 21

    The Maternal CEO: Kelly Jedele on Scaling a $2.4M Empire, Beating Burnout, and the Art of Having It All

    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========================== 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  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/

    29 min

  4. APR 14

    The Wealth Structure: Tony Hoong on Defeating “Uncle Scam,” AI Innovation, and Strategic Financial Freedom

    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 ========================== 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  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/

    34 min

  5. APR 7

    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

  6. 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

  7. 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

  8. 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
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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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