Action Academy | Millionaire Mentorship For Your Life & Business

Episode: Every Business Struggle You’ve Wanted to Ask About (Solved Live in a Private Coaching Session) w/ Joe Moffett
Host: Brian Luebben
Guest: Joe Moffett (Performance Coach)
Date: September 16, 2025

Episode Overview

This episode features a live private coaching session with performance coach Joe Moffett, offering a transparent, interactive look at the real struggles and questions entrepreneurs face as they move from high-paying jobs toward business ownership and investing. Members of the Action Academy community step up with their biggest barriers and receive tailored, actionable coaching from Joe, covering topics such as business acquisition fears, building scalable consulting businesses, deciding between real estate and business, and identity shifts required for sales and entrepreneurship.

The tone is candid, reassuring, and deeply practical, with both host and coach emphasizing actionable mindset shifts, the power of community, and the value of clarity.

Key Discussion Points & Insights

1. The Transformational Power of In-Person Events and Partnerships

(00:00–02:00)

• Joe highlights the life-changing value of networking at in-person events like those run by Action Academy.
  • “There's just something different when you're getting around face to face, belly to belly with people.” (Joe, 00:13)
• Example of how a chance meeting in Costa Rica led to a lucrative real estate partnership.
• Key advice on partnerships:
  • Align on vision and values.
  • "Start with the divorce in mind first. If everything goes sideways, what do you guys do?" (Joe, 02:19)
• Building a business alone can be fast, but building with a partner gets you further.

2. Celebrating Wins & Building Mindset Momentum

(02:00–09:30)

• The group sets a positive tone by sharing recent wins: starting businesses, hiring, promotions, first clients, weddings, and business deals.
• Joe underscores the importance of channeling work success into asset-building, not just lifestyle inflation.
• Real estate, business acquisitions, and co-living strategies are recommitted as effective paths for career transition.

3. Live Coaching Session: Addressing Mental Roadblocks in Acquisitions

(10:00–19:00)

Case 1: Gianna – Fear of Staff Turnover in Healthcare Acquisition

• Core issue: Fear that licensed clinicians will leave after a business is acquired.
• Joe’s coaching:
  • Get agreements in place (e.g. non-solicits, non-competes).
  • Realize employee fears—focus on providing security and certainty.
  • Action plan:
    • Hold one-on-ones to listen to staff.
    • Assure job security and seek ways to improve their work experience.
    • Pay "A+" talent above market to enhance retention (inspired by Jeff Hoffman).
  • Quote:
    • “Your number one job as a business owner… is to always look for A+ talent. If you’re always acquiring A+ talent, your business is going to go through the roof just by default.” (Joe, 15:26)
• Insurance Billing Issue:
  • Solutions: Keep sufficient cash reserves; develop efficient follow-up systems; consider moving to a cash-based model if feasible.
  • “Just like leaving your W2, you don’t jump without a nest egg... make sure enough reserves in the bank.” (Joe, 18:33)

4. Co-Living vs. Business Acquisition: Choosing Your Path

(19:15–26:26)

Case 2: Daniel – Co-Living vs. Small Business

• Core dilemma: Should he pursue co-living real estate (quicker cash flow, simplicity) or small business (potential for faster, larger income)?
• Joe’s coaching:
  • Co-living analogy: “I’m paying single family prices to get almost commercial returns.” (Joe, 21:10)
  • Success requires hustle; off-market deals are key.
  • Ultimate goal for most is mental and emotional freedom beyond just financial or time/location freedom.
  • Clarity is critical:
    • “If you are not 100% clear, you are 100% unclear.” (Joe, 26:26)
  • Action: Write out your desired lifestyle; choose the path that best aligns.

5. Scaling a Consulting Business & Chasing New Opportunities

(28:35–37:01)

Case 3: Solely – How to Scale Amid Overlapping Opportunities?

• Situation: New consulting business growing rapidly; also a unique market opportunity in septic design following California wildfires.
• Joe’s coaching:
  • Avoid building multiple businesses at once; finish one "bridge" before starting the next.
  • Focus on systematizing and delegating current consulting before pivoting.
  • “Do you have to build both of them at the same time?” (Joe, 32:09)
  • Break down the timeline for handing off parts of the business—commit to process documentation and delegation.
• Quote:
  • "How could you spend an hour and a half a day to commit to that so that process is knocked out...so you can be able to have this business that you can launch too?" (Joe, 36:36)

6. Identity Shifts for Sales & Entrepreneurship

(37:10–46:42)

Case 4: Daniel (Energy Consulting) – Struggle with Sales & Marketing Identity

• Core Issue: Identity challenge: Former Navy nuclear power operator, now building an energy consulting business, but uncomfortable with outreach/sales.
• Joe’s coaching:
  • Two options: Outsource sales or build your own skill set.
  • Use personality frameworks (DISC); leverage strengths, work on gaps (rapport, outreach).
  • “It’s a new muscle to develop… you just gotta work on building that muscle.” (Joe, 45:36)
  • Practice shifting into an “alter ego” (e.g. "Danny the Doer") to bring more confidence and power to sales activities.
  • Quote:
    • “All you're doing is putting on an identity...but no one uses this particular language that I'm sharing with you to really be able to label those parts of you.” (Joe, 47:35)

7. To Partner or Not to Partner?

(47:50–51:47)

Case 5: Gianni – Is Partnership Necessary?

• Core dilemma: Does going solo add less complexity than taking on partners?
• Joe’s advice:
  • Partnerships are often used to make up for resource or skill gaps; if you can afford to hire, there’s no need to give up equity.
  • Critical to have clear agreements and “divorce terms” up front if partnering.
  • “If you can hire people and you're damn good at it, then I would go that route because then why are you giving up more of the pieces when you could just hire people?” (Joe, 50:04)
  • Not everyone needs a partner; trust your strengths and inclinations.

Notable Quotes & Memorable Moments

• On Mindset:

  • "The chokehold on any business...is the psychology of the business owner." (Tony Robbins quote, Joe at ~07:50)
  • “Time's the most precious thing. That's why I love coaching, is because it folds time for us and it allows us to move faster.” (Joe, 26:05)

• On Clarity:

  • "If you are not 100% clear, you are 100% unclear." (Joe, 26:26)

• On Identity Shifts:

  • “You step in it. Practice stepping into that identity. Every day I go through the gym sometimes, and I’m walking through, and I’m like, if I was the billionaire...how would I walk?” (Joe, 46:48)

• On Partnerships:

  • "You can go fast alone, but you can't go far alone." (Joe, 01:58)

• On Building and Scaling:

  • "Don’t sit in fear that you’re going to make the wrong decision. What if every decision you make actually lands you to your end goal? Would you be afraid to take a step forward?" (Joe, 27:18)

Important Timestamps

| Timestamp | Topic / Quote | |-----------|-----------------------------------------------------------------------------------------------| | 00:00 | Opening: Power of in-person events and partnership stories | | 09:35 | Coaching opens: “Who‘s got a business struggle?” | | 10:01 | Gianna: Anxiety over staff leaving after healthcare business acquisition | | 15:26 | Key insight: “Your number one job as a business owner… is to always look for A+ talent.” | | 17:41 | Strategies for handling healthcare insurance cashflow issues | | 19:15 | Daniel: Weighing co-living real estate vs. small business acquisition | | 26:26 | “If you are not 100% clear, you are 100% unclear.” | | 28:35 | Solely: Scaling a busy consulting business, balancing competing new opportunities | | 32:09 | “Do you have to build both of them at the same time?” | | 37:10 | Daniel: Challenges in shifting identity from technical/analytical to sales/marketing | | 43:57 | Technique: Creating a sales "alter ego" ("Danny the Doer") for confidence | | 47:50 | Gianni: Questioning if partnerships are necessary vs. hiring and maintaining control | | 50:39 | Final advice: Partnership is situational, not essential—trust your own process |

Final Reflections

Joe wraps up by thanking the callers for their vulnerability and courage in surfacing genuine struggles. The core thread throughout the episode is the importance of objective perspective, mindset reframing, and the value of actionable clarity. Members are encouraged to reach out further for coaching and to lean into the community for accountability and growth.

Joe’s parting words:
"When we can unhook you like a fish, you can be able to swim a lot faster on your path to your freedom and to your goals… most people, they don’t take their swing." (~51:59)

Show Takeaway

This episode distills both tactical and psychological strategies for early-stage entrepreneurs and professionals on the edge of transition. Whether your hang-ups are financial, operational, or internal to your own mindset, Joe’s direct, pattern-breaking coaching delivers clarity, momentum, and reassurance that you are not alone—and that with community and commitment, you can get “unstuck” and take the next big step.