Joan Van De Griek came into our JoyFueled™ Business program with a good problem. Her CPA Firm was growing, she had a team, and she was rolling out education around insurance and retirement.
But her message was all over the place.
At one point, the leading message was essentially “we help you never pay taxes again.”
While attention-getting, it didn’t really speak to the outcomes she delivered, and it was causing lots of mistrust with her potential clients. In a highly regulated space, it was confusing and spooking the very people she was trying to help.
At the same time, she wanted to reach a very specific audience (first responders and families) and show them how to protect themselves if an injury or incident kept them from going to work. Her business had outgrown her messaging and marketing. And this is exactly why we built our JoyFueled™ Business Growth Program.
Want a Printable Version of this Case Study? Click here.
Saying “Yes” to Sustainable Growth
Joan joined JoyFueled™ because she knew the growth she was experiencing wasn’t sustainable. She wanted clarity, structure, and support to realign her business with her mission — and to build systems that matched the level of impact she wanted to have.
Learning that Marketing Challenges Were Symptoms (not the real problem)
Inside JoyFueled™, Joan started with our signature EXPAND™ Method, a framework built to help founders reconnect with the purpose behind their business and the systems that support it.
Even though marketing is the cornerstone of our program, Joan’s first aha moment was that her issues weren’t due to marketing or messaging misalignment. Those were the symptoms of a bigger problem. The truth? Her business wasn’t ready for the growth she was facing.
So our first step wasn’t tackling her marketing. Instead, we looked at what felt heavy, what was working, and what needed to shift so Joan could create space for structure.
Through this process, Joan realized her growth problem wasn’t a marketing issue at all. It was a messaging and operations issue. Her business had expanded faster than her ability to communicate its value or manage the new volume.
That’s where JoyFueled™ comes in. We helped Joan:
- Rebuild her message around clarity, education, and trust, showing clients how to protect their future without fear or confusion.
- Reframe her marketing into a sustainable system her team could manage.
- Refocus her leadership energy on strategy and connection instead of firefighting every detail.
Her biggest discovery was that sustainable growth could only come from realigning what was working with her bandwidth, not adding more to her plate.
Repositioning from the Inside Out
Once her message and structure were in sync, everything began to click.
Joan created a five-minute booth pitch and a signature talk, two tools that let her confidently share her story anywhere.
Then came her “Go Fetch Your Wealth” co-marketing campaign.
Printed on frisbees handed out at events, it helped K-9 officers and other first responders understand how to protect their income if an injury or incident took them out of work.
By grounding her marketing in education and empathy, Joan stood out in a highly regulated industry while building deeper trust with her audience.
Creating Calm, Profitable Growth
Over the next twelve months, the numbers told the story: 170% revenue growth and a steady increase in qualified leads.
But Joan’s favorite results were the ones she could feel:
“I am way more calm because I have so much more clarity and direction. We learned we can grow without the stress! This is huge.”
— Joan Van De Griek
Her team now runs with clear roles and repeatable systems, and her marketing reflects the integrity of her work. Most importantly of all, she finally has the freedom and focus she hoped entrepreneurship would bring.
What Joan’s Journey Proves
Joan’s story reflects the heart of JoyFueled™ Business. It’s for those moments when growth feels exciting and unstable, and you need a way to steady the foundation.
When success starts to stretch your systems, the path forward is about leaning into what works, using what matters most as a lens for decisions, and leading with joy.
That’s what creates revenue that’s predictable, marketing that’s sustainable, and a business and life you love.
Ready to Build Your Next Chapter?
If your business has outgrown its marketing, it’s time to realign your message, systems, and energy around the growth you actually want.
[Learn About Our JoyFueled™ Business Growth Program →
