Leadership isn’t about having all the answers. It’s about asking the right questions.

I’m on a mission to redefine what effective leadership looks like in the modern workplace. .

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I’m on a mission to redefine what effective leadership looks like in the modern workplace.

A man holding two large signs that read 'Entrepreneur Franchise 500', with one sign stating '#1 in Category 2025' and the other 'Ranked 2025', standing in front of a backdrop with repeated 'Franchise 500' and 'Entrepreneur' logos at a trade show or conference.

After decades in executive leadership, I saw the same thing play out again and again: talented leaders spinning their wheels, teams burned out or checked out, and companies stuck in a cycle of micromanagement, missed goals, and miscommunication.

It wasn’t for lack of skill. It was a lack of connection.

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Book Joel to speak

That’s why I created the GUIDE Leadership System™—a practical, emotionally intelligent framework that helps leaders stabilize their teams, motivate through belief, and mobilize real results. It’s grounded in one deceptively simple idea: “Tell me more.” Because leadership isn’t about pushing your agenda. It’s about unlocking energy, releasing potential, and creating space where trust can thrive. When you shift your mindset from control to curiosity, that’s when everything changes.

From Franchise Floors to Boardroom Strategy

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I’m no stranger to pressure. My background spans high-level roles in the franchise and home service sectors, industries where leadership is often measured in revenue, retention, and real-time performance. But what I discovered is this:

You don’t fix culture with tighter controls. You fix it with better conversations.

When I stepped in as President of a 20-year-old franchise brand:

  • Our top franchisee grew revenue by 10x

  • The average location more than doubled performance

  • We 5x’d systemwide revenue and doubled the unit count

That’s what happens when leaders stop managing and start connecting.

My clients range from franchisees and regional managers to private equity teams scaling fast-growing service brands. I teach leaders how to build emotional safety, increase engagement, and finally feel confident in their ability to lead, not just manage. When leaders create space for their people to speak—and learn to truly listen—strategy, performance, and culture follow.

Joel’s Available for

High-impact keynotes

In-house leadership workshops

Franchise leadership intensives

Consulting for private equity & service-based orgs