About Joanna
I woke up one day in 2015, knowing it was time to go public with the work I was really doing with my clients.
I’d been moving steadily along for 12 years as a beloved business coach, guiding hundreds of clients each year. People would come to me to build their businesses through authentic marketing strategies and transformational inner work.
And WOW, did I see a lot of businesses grow.
But that morning in 2015 was a lightbulb moment for me: I finally saw that my clients’ successes weren’t really about the marketing I was teaching.
The big reason my clients were so successful was because of the ways that I was teaching them how to coach and lead with depth & gravitas, how to co-create big results with their own clients…and how to evolve as human beings as they were doing it.
I looked out at the coaching and transformational industries and I didn’t see anyone teaching what I was teaching.
And, I knew it was time to be more visible in the
deeper magic
I was weaving into my work.
This call wasn’t just about sharing my gifts—it was about taking on an entire $20 billion coaching industry. I saw a field saturated with shortcuts, shallow strategies, and surface-level certifications that often left clients unchanged.
The coaching industry needed to be called to higher standards of ethics, mastery, and integrity.
But this meant risking everything I had built:
Could I really challenge an entire system?
Would anyone be willing to hear my message?
What if my peers got angry with me?
Even though the risk (& fear) were big, the knowing in my heart that the coaching industry needed this upgrade was bigger.
And I took the leap.
I boldly began to share my deeper message: that extraordinary coaching isn’t about tactics or surface-level tools—it’s about mastery, depth, and transformation.
My new programs centered directly on teaching practitioners highly effective transformational skills, to hold space for profound breakthroughs, and to create the kind of impact that clients carry with them forever.
And I didn’t stop there. I spoke out against the industry’s harmful practices: the empty promises, the overemphasis on quick wins, and the neglect of ethics and true transformation.
I openly called for a revolution, challenging practitioners to embrace depth, mastery, and accountability.
So, what happens when you call out an entire industry to a higher level of ethics & mastery?
Well, there were definitely lots of folks that immediately loved what I was sharing. But others….they didn’t like it so much.
Some of the biggest coaches in the industry called me a fraud, they called me stupid and irresponsible, and some used 4-letter words.
And it all made me want to just get in bed, crawl under the covers, and never come out.
But thank goodness I didn’t do that.
I knew that if I was going to fully own what I was put on this planet to do,.I was going to have to grow tougher skin.
I was going to have more faith & confidence in myself.
And I’ve had to learn that lesson over and over and over again these last 10 years.
Today, the Applied Depth Institute serves thousands of practitioners each year, and we are known as the go-to place to learn how to become an extraordinary practitioner.
Our programs are known for their rigor, their authenticity, and their ability to elevate practitioners into the best versions of themselves. My business thrives on renewals, referrals, and reputation—proof that when you follow your truth, abundance follows.
The journey wasn’t just about growing my business or making a name for myself. It was about creating a legacy of change.
Every coach, therapist, and facilitator who trains with us becomes part of that legacy—impacting lives in ways that ripple out into the world.
Together, we’re raising the standard of coaching and bringing the sacred back into transformation.
And if this is the work you’d like to do I’m here to guide you—because the world needs your brilliance, and your clients are waiting for the coach they’ll never forget.
