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
38 episodes
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 outc...
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...
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.<...
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-power...
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 “s...
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 th...
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 ...
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 ...
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—dem...
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 res...
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 th...
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...
Navigating the Toughest Terrain: How a CEO Integrates Faith, Family, and Fitness to Scale a Global Adventure Empire
In episode 25 of The VICI Code, Joe Dunaway interviews Luke Schnacke, CEO of Ironman 4x4, a global leader in off-road armor, suspension, and camping gear, as he shares his personal mission of creating empowering products that inspire cou...
The Clarity Breakthrough: Teaching Creative Leaders to Master Technology, Wow Clients, and Drive Business Forward
In episode 24 of The VICI Code, Joe Dunaway interviews John Kaplar, founder of FOCUSED SketchUp, as they dive deep into the world of 3D design and rendering, exploring how John empowers interior and kitchen designers to overcome the over...
The Ultimate Test of Resilience: Translating CrossFit Discipline into Leadership, Advocacy, and Family Breakthroughs
In episode 23 of The VICI Code, Joe Dunaway interviews Jaon Khalipa, CrossFit Games champion and founder of NC Fit Gym, as he shares how this personal crisis reshaped his definition of strength and resilience, and how he translated the d...
Marrying Finance and Art: The Strategy for Purpose-Driven Scaling in Craft-Focused Businesses
In episode 22 of The VICI Code, Joe Dunaway interviews Rachel Clawson, founder of Barrel Room Media, who shares how her unique background in finance and viticulture shapes her approach to helping craft brands grow through intentional, co...
The Ultimate Transition: Leveraging Elite Discipline to Coach Youth and Find Purpose-Driven Leadership with WHYS Programs
In episode 21 of The VICI Code, Joe Dunaway interviews William Hunter, a former NFL safety turned youth mentor and coach, as they explore Will's transition from the high-pressure world of professional football to founding WISE Sports, a ...
Scaling with Analytical Precision: From Storyteller to Multi-Six-Figure Publisher, Producer, and Marketing Strategist
In episode 20 of The VICI Code, Joe Dunaway interviews Jynafer Yanez, a multi-six-figure publisher, producer, and marketing strategist, who shares insights on navigating the challenges of scaling a business while staying true to your cre...
The Power of Perspective: How Simplifying Complexity Leads to Exponential Growth
In episode 19 of The VICI Code, Joe Dunaway interviews Stephen Ward, a seasoned entrepreneur, fractional integrator, and business strategist with over 15 years of experience, as he shares his insights on the significance of clarity, the ...
From Combat Engineer to Remote Advocate: Leveraging Discipline to Scale Life and Business
In episode 18 of The VICI Code, Joe Dunaway interviews Paul Hawkins, a veteran turned entrepreneur, as he shares how discipline, structure, and intentional distance have shaped his 17+ years of leading remote teams. He breaks down ...
Burnout to Breakthrough: Building Sustainable Systems for the ADHD Brain
In episode 17 of The VICI Code, Joe Dunaway interviews Skye Waterson, founder of Unconventional Organization, as she shares her powerful journey from burnout to breakthrough, detailing her late diagnosis of ADHD during her PhD and ...
The Behavioral Breakthrough: Using Psychology to Navigate Volatile Markets and Life
In episode 16 of The VICI Code, Joe Dunaway interviews Michael Tutcher II, a wealth management specialist with a background in psychology, who shares insights on how investor behavior often determines success more than market performance...
Honest Guidance: Building Financial Stability and Purpose, One Home at a Time
In episode 15 of The VICI Code, Joe Dunaway interviews Jason Miller, a seasoned mortgage professional from upstate New York, who highlights the significance of owning a home as a foundation for family and financial success, and who provi...
The Ethical Flip: Scaling Small Businesses While Preserving Legacy and Team
In episode 14 of The VICI Code, Joe Dunaway interviews David Hori, an investor and advisor focused on buying and scaling local businesses, as he shares his approach to preserving business legacies while building repeatable operational sy...
Leading with Integrity: The Intersection of High-Tech Strategy and Personal Purpose
In episode 13 of The VICI Code, Joe Dunaway interviews Dean Curtis, CEO of Ingage and former leader at Palm and Apple, as he shares his experiences of leading with integrity and the powerful intersection of high-tech strategy and persona...