For Founders Ready to Stop Being the Glue.
Leadership architecture that lets your business thrive
You’re leading through complexity.
We build what lasts.
You’ve scaled fast.
But the business still relies on you to hold it together.
Decisions bottleneck.
Teams pull in different directions.
The weight lives in your head.
This isn’t a people problem.
It’s not a motivation problem.
It’s an architecture problem.
At Two Icons, we help founders stop being the glue by building OVERSIGHT the leadership architecture that allows a business to thrive without the founder holding everything together.
We align leadership, culture, and execution into a clear, repeatable system with shared ownership and real accountability so growth no longer comes at the cost of the leader.
Our work starts with your leadership season and the weight you’re carrying, then designs the structure that turns alignment into momentum and momentum into results that last.
Building Blocks
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In high-growth businesses, chaos often feels normal. With decades of experience guiding founders through complex transitions, we help you pinpoint what’s working, what’s broken, and where your attention matters most. Our insight comes from having helped leaders regain focus after burnout, restructure growth strategies, and regain confidence when the path forward wasn’t clear. Clarity turns reactive leadership into deliberate progress.
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Fast growth stretches teams, roles, and systems beyond their limits.
Drawing on years of operational and strategic oversight, we build frameworks, reporting loops, and delegation systems that endure under pressure.
Founders we’ve worked with now have teams that operate confidently, even when they step back. Structure becomes a foundation, not a bottleneck designed to scale, sustain, and survive complexity.
Because when your business has the right architecture, growth isn’t just possible—it’s inevitable.
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Leadership can feel lonely when growth, complexity, and stress pile up.
We’ve guided founders through burnout, grief, and identity shifts to realign their teams, systems, and personal energy.
The outcome: empowered teams, smoother operations, and leaders who can make bold decisions without burning out.
Our experience ensures you’re not reinventing the wheel you’re building from proven patterns that hold.
Your Leadership Architect
Joe’s career is built on a foundation of proven results, strategic insight, and Joe has spent more than twenty years inside growing businesses, learning sometimes the hard way what actually drives sustainable growth.
In 2003, he founded Icon Visual Marketing and led its growth into the largest marketing agency in Southwest Sydney. Icon earned a reputation for being strategy-first, working with everyone from fast-moving SMEs to national brands.
After nearly two decades at the helm, Joe sold Icon to a larger international agency. That decision gave him the space to step out of execution and into what he does best now: working alongside founders as a hands-on strategic partner.
Joe’s strength isn’t just marketing. It’s seeing how everything connects leadership, culture, sales, operations, and strategy and turning that complexity into something clear and workable. Whether he’s refining internal structure, shaping a go-to-market plan, or aligning a leadership team around real accountability, the goal is always the same: build something that holds.
He’s grounded in timeless principles, cautious about hype, and practical about tools using technology only when it genuinely supports the business, not distracts from it.
Today, through Two Icons Consulting and the OVERSIGHT framework, Joe works with founders who are done being the glue and ready to build businesses that last.
Map What’s Not Working
Discover your next steps and see how a smarter, more connected approach can support your leadership
