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
57 episodes
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...
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...