Welcome! If you're here, it means you're ready for a for a Core Powered Life.
Get free training on using your core self to address nagging problems.
My Story
In 2015, I started noticing something powerful while producing tribute videos. I made hundreds of them, each capturing the love and appreciation people had for their family and friends. As I listened to thousands of people share what they admired most about someone, I saw a pattern emerge.
People weren’t just saying nice things. They were pointing to something deeper. Again and again, I heard themes of love, joy, adventure, kindness, and humor. It became clear that we all have something at our core, even if we don’t always have the words to describe it.
At the time, I had been a photographer, video producer, trainer, and manager of a large retail store. I knew core values played a role in leadership, decision-making, and relationships, so I started developing a system to bring those personal themes from the background of our lives to the foreground. I also began coaching people on how to use their core values to develop a sense of purpose.
And I made it way too complicated.
I thought people needed five core values to work with, but five was too many. People struggled to remember them, let alone use them. I struggled, too, on multiple fronts. By 2022, I had burned out.
I was exhausted, frustrated, and stuck. I didn’t have the energy to be anything but myself. So I asked a simple question: Who am I, and how can I be more of that?
That question led me down an unexpected path. I learned that Navy SEALs structure things in sets of three because, in high-pressure situations, three things are easier to remember than five. That made sense. And since life can feel like a high-pressure situation at times, I figured I’d try it.
I let go of two core values and focused on three: connection, curiosity, and fun.
That changed everything.
From that moment on, my confidence, motivation, and well-being all improved. Every morning, I could ask myself, "How can I use connection, curiosity, or fun today?"
And because I could actually remember my values, I could actually use them.
I took small steps. Then bigger ones. And I recovered from burnout—not by forcing myself to meditate more, journal more, or do anything I didn’t have the energy for—but simply by living more as myself.
I was so amazed by how well this worked that I had to figure out why it worked. Naturally, I overcomplicated it again (this seems to be a theme in my life). But after a lot of refining, I developed the Refinement Engine - a six-step system for using your core values to achieve your goals and navigate challenges.
Now, I train executives, leaders, coaches, and consultants on how to overcome their fears and use their values to increase their clarity, confidence, and conviction.
I live in Reno, Nevada, with my teenage son, and I’m a passionate skier and photographer. And when I’m not working, you’ll probably find me on the mountain or behind a camera, capturing the moments that matter.
You aren't the problem
In the places where you struggle, you simply don't have enough practice being yourself.
To create confidence, compassion, assertiveness, grit or determinations, the secret is being more of yourself in more places. Not trying to be something you aren't because that is exhausting.
The fastest and most efficient way to achieve and maintain a goal is by bringing more of your core self to the situation.
Two Reasons for this:
When you a NOT being your core self, you are being something you are not which is exhausting and frustrating, and leads to isolation and burnout.
When you being your core self, your confidence, creativity, and courage increases so you connect with others to find solutions that work over time.
I help people understand...
Their Unique Strengths
Success isn't about becoming someone else. It's about recognizing and leveraging your unique strengths.
The Power of Alignment
Aligning your actions and beliefs with your core identity can exponentially increase your effectiveness at tackling challenges and achieving your goals.
The Importance of Authenticity
Faking confidence or trying to fit into a mold can lead to burnout. Authenticity is sustainable and far more rewarding.
3 misconceptions about our Core Selves
And how they are holding you back.
I already know (or at least I think I do)
You probably have some sense of who you are at your core but your level of clarity isn't sufficient for your goals. Your core self is like your numbers for your business. The more clarity you have, the more power you have to make positive changes.
I can be myself in some places but it's impossible in other areas. There is nothing I can do about it.
Being your core self takes practice. If you are struggling, you just aren't as good at being your core self in that area. There is nothing wrong with you but you need to practice being your core self.
Core work takes too much work.
This true if you don't have a system to use your core self. The uncertainty and overwhelm associated with asking, "who am I," goes away when you have system to clarify who you are, take action in alignment with who you are, and grow you ability to stay true to yourself in more areas of life.
I've spent the last ten years exploring the question, "who am I at my core and how can I bring more of that to my life?" I created the Core Power Framework so you can learn in minutes and hours what took me months and years.
Tell me if any of this resonates with you...
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You keep asking yourself, "Am I doing this right?" or "Will this work for me?"
It's time to put an end to the uncertainty and boost your confidence in your decisions.
You are confident in some areas of your life, but unsure in others?
Let's work on creating a consistent sense of self-assurance across all facets of your life.
You have a vision for what's possible but you struggle with making it happen.
You have what it takes, and I'm here to help you realize that.
If these situations sound familiar, you're not alone, and most importantly – you don't have to stay stuck. I've developed a unique process that has already helped numerous people build real confidence and overcome their challenges.
Working with me
Rather than focusing on tips and techniques, we focus on bringing your core self to your life.
We clarify who you are and what you want to accomplish.
We determine any doubts hindering your efforts, you learn to let them go, and then you take action.
We evaluate, celebrate, and revise your efforts so you keep moving forward and connected to your core self.
You repeat the process until your goal is achieved. You benefit from that success and knowing how to achieve it without being fake or burning out. The process works because of the power of your core self. Keep tapping into that and you will succeed.
What I live for and how I can be useful to you
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My life
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Education
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HR sphere
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My hobbies
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Coach and life coach
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My projects
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TESTIMONIALS
Client Reviews
The discussion I had with Joey opened my eyes to the notion of purpose that I never suspected was a necessity to have as a writer. We only talked for an hour but now I have a new focus and start working on a project that I have been struggling with for 6 years. I'm so excited.
Diomaye Augustin NgomActor/Writer/Educator
Working with Joey, I have gone from feeling like an "F" in many areas of my life to an "A". The idea of working from your core has been so powerful. Joey is endlessly patient and understanding - I recommend him to anyone who wants to work to improve their life.
Teresa Peters
Owner, T&K Images
Recent Blog Posts
How to Stay Grounded in Yourself While Searching for a Job
Looking for a job can shake you.
Even when you’re experienced. Even when you know your value.
You send out résumés and hear nothing.
You get interviews, but no callbacks.
You tell friends and family you’re “still looking,” and inside it feels heavier every time you say it.
And if you’ve been searching for a while, it’s easy to lose track of who you are.
You start doubting your skills.
You question your worth.
You shrink your goals to get any sort of yes.
That’s what makes job hunting so hard. It’s not just about finding work.
It’s about staying connected to your identity when the world keeps asking, “So, what do you do?”
Step 1: A 2-Week Challenge to Rebuild Confidence and Create Stability
Before you land the ideal role, you need to reconnect with yourself.
That’s what the first two weeks of the process are for.
Each day, you will:
Journal for 5 minutes to reflect on your values, strengths, and direction
Take one meaningful action — that might be sending a message, applying for a role, or updating your résumé.
Celebrate something from your day, whether it’s progress, a new insight, or simply the fact that you showed up.
Celebration here is powerful. You’re not just checking a box.
You’re capturing your thoughts, your feelings, and your lessons.
This becomes your Golden File — a collection of your best thinking, resilience, and effort, even when results are slow.
By the end of two weeks, you’ll feel more grounded and more focused. You’ll have a growing sense that you’re moving, even if your inbox still says “no new messages.”
Step 2: One Week to Clarify What You Want
Once your energy is steady, we use the next week to clarify your focus.
We look at:
What kind of work energizes you?
What kind of environment do you thrive in?
What roles have you been applying for, and whether they match your values?
You won’t waste time chasing roles you don’t want.
Instead, you’ll use the insight you’ve already gathered to identify opportunities that are aligned with your strengths and goals.
This is about getting honest - not just about what you can do, but about what you want to do.
Step 3: Two Weeks of Focused Action
Now that your message is clear and your confidence is returning, we move into two weeks of focused action.
You’ll keep using the JCM rhythm:
Journal to stay grounded.
Act on your most important opportunity each day.
Celebrate your effort and capture what you’re learning.
You’ll also use your Golden File to:
Update your résumé and cover letters using your real voice.
Prepare for interviews by using examples drawn from your own reflections.
Reach out to people not just to ask for a job, but to connect from a place of clarity.
The job might still take time. But you’ll be showing up ready, not desperate, not lost, but centered.
One man, whom we’ll call Aaron, wasn’t someone who usually discussed values in a professional setting. But during a job interview, the hiring manager mentioned they were looking for someone who was “grounded.”
Aaron paused, took a breath, and said, “Well, I’m not sure what grounded means exactly, but my core values are family, growth, and authenticity.”
That moment stood out. His honesty and confidence resonated with the hiring manager.
A few weeks later, when he was offered the job, she brought up his values again — and shared her own.
He’s still at the company a year later.
That’s what happens when you show up connected to who you are.
You don’t just get noticed. You get remembered. And that takes practice.
What You’ll Walk Away With
After six weeks, you’ll have:
A grounded sense of who you are, not just what you do
A clear, aligned job search strategy
A repeatable system for taking consistent action
A growing network of honest conversations and connections
The confidence to walk into your next interview knowing your value
Because the job will come.
But your identity doesn’t have to wait for that email or offer.
You can claim it now — and carry it with you into whatever’s next.
