My Story – Finding Alignment in Business and Self
Hi there, my name is Joey Cao. I'm glad you're here. I have traveled half the globe to be where I am. It's a long journey but a meaningful one - a journey of becoming, becoming my authentic self.
My Story
I didn’t grow up in a family business, but my first job after college introduced me to a world that would later shape my path. I worked as an administrator in a small, family-run company—husband & wife running a business together. It wasn’t a corporate structure; it was a home. A place where work and family intertwined. I watched as they took late lunches, picked up their kids from school, and navigated the challenges of business and family life, side by side.
It was in that environment that a seed was planted: One day, I will start my own business. Because if done right, it means having the freedom to spend more time with my family.
Years later, when I moved to Canada, I found myself working in another family business—this time in the commercial fishing industry. It was a different business, but the same dynamic: family members working together, each with a role to play. Some embraced it wholeheartedly, others stayed out of duty. And I saw the difference—those who aligned with their role thrived, while others struggled under the weight of expectations.
When I finally launched my own business in 2021, I set an ambitious goal: to become the first millionaire and first-generation business owner in my family. It wasn’t easy—there was no roadmap, no one to guide me. But the challenge was worth it because, for the first time, I had full control over my time, money, and energy. I built a business that aligned with my personal dreams, and today, I wake up excited about my work. I feel free.
And that’s exactly why I do what I do.
I work with second- and third-generation Family Business Owners who feel trapped in a role they didn’t choose. Who took on leadership out of responsibility rather than passion. Who are successful on paper but feel disconnected inside.
You don’t have to leave the business to find fulfillment. You don’t have to choose between family expectations and personal dreams. The key is alignment—shifting your perspective so that your business role becomes something you actually enjoy.
If this resonates with you, let’s talk.