The VICI Code: Purpose-Driven Profits
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.
Episodes
63 episodes
The Happy Zone: Andrew Schaffel on Tax-Efficient Wealth, Philanthropic Strategy, and the 7 Principles of Purpose-Driven Prosperity
In episode 62 of The VICI Code, Joe Dunaway interviews Andrew Schaffel, President of Crystal Clear Financial Group & Author of Money and Happiness, who shares the career realization that inspired him to write his book after seeing clients a...
The Multi-Million Dollar Exit: B. Carter Looney on Uncovering Hidden Value, Avoiding the Tax Trap, and Building a Business That Runs Without You
In episode 61 of The VICI Code, Joe Dunaway interviews Carter Looney, M&A Advisor at Meritage Partners & Global Entrepreneur. He explains why owners should work with qualified tax advisors well before a transaction and why,...
The Architecture of Atmosphere: Tim Mitchell on Scaling Luxury Hospitality, Scratch-Made Leadership, and the 7-Figure Chef Mindset
In episode 60 of The VICI Code, Joe Dunaway interviews Tim Mitchell, Chef Founder & CEO of Mangia Catering and MNG Collective, as he shares how he transitioned away from personally handling every part of the culinary process while ma...
The Revenue Architect: JP Rinylo on Killing the Founder Sales Trap, Building Predictable Systems, and Leading for Growth
In episode 59 of The VICI Code, Joe Dunaway interviews JP Rinylo, Founder of Starting Point Associates & Revenue Leadership Expert, as he explains why hiring a salesperson before defining your messaging, lead-generation channels, customer j...
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 lo...
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 persona...
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...
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 teamw...
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, red...
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, t...
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 o...
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 t...
Beyond the Hustle: Sam Abdallah on Eliminating the “Busywork Tax,” AI-Driven Clarity, and Leading with a Contribution Mindset
In episode 50 of The VICI Code, Joe Dunaway interviews Sam Abdallah, Founder of Revenue Kinetic OS & AI Systems Architect, as he shares his evolution from chasing leads in a cutthroat industry to designing AI-driven systems that save...
The Standard is the Standard: Bill Lee on Marine Corps Discipline, the GRIT Methodology, and Killing Mediocrity
In episode 49 of The VICI Code, Joe Dunaway interviews Bill Lee, a retired USMC officer and founder of Be Better with GRIT, as they dive deep into critical business and personal growth themes: leadership principles forged in fire, the im...
The Leap of Faith: Abi Horton on Building Aros, Mid-Term Rental Mastery, and the Power of Radical Transparency
In episode 48 of The VICI Code, Joe Dunaway interviews Abi Horton, Founder of Aros Hospitality, as she shares her inspiring journey from a varied career as a flight attendant, bartender, and sales professional to founding successful vent...
The AI Edge: Rob Cressy on Leading with Heart, 1,000 Days of AI Mastery, and Scaling Human Potential
In episode 47 of The VICI Code, Joe Dunaway interviews Rob Cressy, AI Coach, Creator, and Founder of the "Creating The Future From The Heart" Movement, as he shares how he went from sports marketing agency owner to an identity-driven men...
Reconstructing Wealth: Matt Morizio on the Pro Athlete Mindset, Betting $100K on a Dream, and Leading a Family of Nine
In episode 46 of The VICI Code, Joe Dunaway interviews Matt Morizio, Founder of Reconstructing Wealth & Former MLB Draft Pick, as they dive deep into the pillars of sustainable success: leadership rooted in example, relentless goal-s...
The 10.0 Version: Kavita Ajwani on Dating for High-Performers, Emotional Fitness, and Why Love is the Ultimate Business Catalyst
In episode 45 of The VICI Code, Joe Dunaway interviews Kavita Ajwani, Founder of Dashing Date & Huddle Eleven Elite, as she shares practical advice, compelling stories of transformation, and reveals how embracing love and partnership...
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 ...
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 breath...
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 cr...
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 l...
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 fro...
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 c...
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, an...