I'm a Personal Strengths Empowerment Coach, Owner of StrengthsDNA, Creator of The Strong Business Planner, and Host of The Strengths Empowered Entrepreneur Podcast. I empower online entrepreneurs to discover, appreciate, leverage, support their strengths so that they can unapologetically be their authentic self, lead with purpose, and create more success, joy, and impact in their business!

I'm all about empowering you to strengthen your strengths and manage (not fix) your weaknesses.

Seems like common sense, right? Unfortunately, so many entrepreneurs spend too much time focusing on trying to improve in areas they think they are weak (thinking that this will bring them success) and often overlook the areas of innate, natural talent that are staring them in the face!

I'm sure there have been times (maybe even now) that:

  • You feel frustrated with what you're doing 
  • Your daily tasks are draining your energy
  • Your confidence is not where it should be
  • You aren't excited to wake up every day and work
  • You feel like you're not getting anything meaningful done in your business
  • You aren't making the impact you'd like to make
  • You're tired, overwhelmed, and wondering when all of your efforts are going to pay off
  • You aren't attracting enough of the clients you want to work with
  • Your sales are lower than you want them to be

You ultimately aren't seeing the success you desire and dream of, and you're not even sure you believe it's possible for you.


In my corporate career, I leveraged my strengths to escape a toxic work environment. I built my personal brand and authority in marketing online which resulted in getting recruited not once, but twice for my last two corporate jobs, moving up in my career quickly. I was also recruited for three long-term consulting jobs due to knowing exactly how to showcase my strengths and personal brand to stand out in my industry.

In my first year of my coaching business, I leveraged my strengths again to build my authority online fairly quickly, becoming the go-to strengths expert, was featured in several industry interviews, grew an engaged Facebook community to 1,100+ members, and worked with some amazing clients.

In my first year of self-employment, I generated $85k in sales by leveraging my strengths, building my authority, and making sales in an authentic, feel-good way.

strengths empowerment manifesto mad-lib

The Strengths Empowerment Manifesto is a mad-lib style, fill-in-the-blanks manifesto to showcase your unique strengths!

Use this manifesto to remind yourself just how awesome you are, you beautiful soul you! ...Simply download from the Files section of The Strengths Empowered Entrepreneur, print, fill-in-the-blanks mad-lib style, hang where you can see it, say it aloud daily or when you need a boost in confidence!


StrengthsFinder®: Top 10 Talent Themes - Maximizer, Responsibility, Relator, Learner, Achiever, Futuristic, Significance, Strategic, Input, Focus

Where I Shine: Strategy, Execution, Teaching, Seeing Others' Strengths and Empowering Them to Work and Live to their Full Potential

How to Fascinate®: The Mediator Personality Archetype/ Trust Personality Type

Myers-Briggs Type Indicator (MBTI®): ISFJ (Fellow ISFJ's: Beyonce, Queen Elizabeth II, Halle Berry, Kate Middleton, Anne Hathaway)

Kolbe A™ Index: 7-7-4-2

Family: Golf-Pro Husband, 3-Year Old Son, and two spoiled Shih-Tzu pups

Hidden Talent: Tap dancing! (Old nickname was the Tap Queen)

Fun fact: I'm an identical twin (she's also an entrepreneur!)

Joy Martinez | StrengthsDNA - https://www.strengthsdna.com/


When I was working in corporate marketing, I would start my day waiting for five o'clock to get there. The activities I was doing throughout my day often times drained all of my energy. I grew frustrated and wanted more. Many of the managers and leaders I worked with were focused on weakness fixing (ick).

I was in a super toxic work environment that literally felt like the life was being sucked out of me. The corporate culture where I worked at the time was non-existent, the atmosphere was extremely toxic, and employee engagement? Forget it. Employees were literally getting physically sick from the stress and atmosphere, many people leaving the company without any other position in place - a huge risk when they had families to support. I felt stuck, frustrated, and wasn't feeling like I was making any impact in those around me. 

While working there, I read Now, Discover Your Strengths by Marcus Buckingham and Donald O. Clifton, Ph.D., in my MBA program.

This book literally changed my life.

I learned all about strengths-based development and what it meant to work in your strengths zone. I also took a class in organizational behavior where I learned all about employee engagement, corporate culture, and leadership. This class really energized me and proved to me that there were actually corporations out there that appreciated their employee's strengths and actually wanted and encouraged their employees to work in their strengths and engaged and empowered them to focus on strengths building (vs. weakness fixing).

I could see perfectly how strengths play a huge role in keeping employees motivated and engaged. I realized how living and working in your strengths every single day not only affects your happiness at work, but also affects your happiness in life! 

So, I made it my job to leverage my strengths in order to get out of this toxic job. I included a Strengths Profile as part of my resume which became quite the conversational piece during interviews. It allowed me to focus on talking about what my strengths were - I finally felt in control of my future, rather than feeling stuck in this toxic job. After I left that company, I maximized my strengths to get more and more niched down in my marketing career and really honed in on what I was good at and what I loved to do. From that point, I was recruited for every position I held after and set the foundation for my current business. 

I threw myself into learning as much about strengths-based development as possible (also the "Learner" in me). I was obsessed! I always knew I wanted to be an entrepreneur, and the one consistent thing I kept coming back to was some sort of strengths-focused business where I could empower others to discover, appreciate, leverage, and support their strengths just like I did. A business where I could empower others to step into their unique talents, own them and hone them, and personally develop themselves into self mastery.

I combine my strengths coaching training with my M.B.A., 13 years marketing experience, and my own unique strengths to create a coaching experience unlike anyone else. I don't provide a step-by-step formula for success; rather, I empower you to discover, appreciate, leverage, and support your unique talents and flex your strengths muscles to create a business that is super aligned with your purpose and mission, plays up what you do really well, and propels you to achieve mastery and excellence.


My wish for you?

For you to discover and appreciate just how freaking amazing you are, to celebrate your unique talents and strengths, and to create a really strong, successful, joyful business by leveraging and supporting your strengths. You, my dear, are a powerful force to be reckoned with and were made to do brilliant things in your life. I challenge you to show up, shine, and and let it go. Have fun on the ride and embrace your journey. I hope I can be a small piece of your journey with you.


Choose the path that best fits your business:

Join me in my free community:

as seen in:

As featured in AsquaredCoach.com Blog (Amber Aziza) - July 2017 // 3 Ways to Leverage Your Strengths for Business Success


As featured in the Fans to Clients Interview Series by Allie Davis - April 2017 // Attract, Nurture and Transition Your Fans while Leveraging Your Strengths with Joy Martinez

As featured in LoraleeHutton.com, Her Portable Biz - Nov 2016 // 2017 Planner Round-Up


As featured in the How to Launch Your Unconventional Life Summit hosted by Jennifer Maynard of Discovery Coaching - January 2017 // Listen to my interview, along with 19 other entrepreneurs

As featured in DesignByKami.com - Guest Blog - December 2016 // 3 Powerful Steps to Take Before You Set Your Goals


As featured in Kate Boyd's Servant Leader Sales Interview Series - December 2016 // Getting Your First Client with a Servant's Heart + Without Leaving Your Values Behind

As featured in ShyGirlEntrepreneurs.com by Erika Friday - October 2016 // 2017 Planner Round-Up: 70+ Planners for Creatives and Entrepreneurs

The Get Visible Show

As featured in Elizabeth's Salazar's The Get Visible Show - July 2016 // Creating a Strengths-Based Business (& Figuring Out Your Strengths)

As featured in Britney Gardner's, The Know Like & Trust Show podcast - June 2016 // Play to Your Strengths to Boost Your KLT Factor


As seen in YFS Magazine and featured in the "Editor Picks" category - May 2016 // ‘We Love A Good Story’: 7 Steps to Create Your Personal Brand Story

Mariana C. Ruiz, Business Coach for the Supermom in All of Us - http://marianacruiz.com/

Guest blog post for Mariana C. Ruiz, Business Coach and Supermom, from MarianaCRuiz.com - June 2016 // How to Use Your Supermom Strengths for Business Success


Guest speaker at the 2016 Leadership Summit at Grand Valley State University // Discover Your Personal Brand: Using Your Unique Talents and Strengths To Become a Better Leader

Western Michigan University - Haworth College of Business Magazine 2013 // Innovations Lessons: Culture

Western Michigan University - Haworth College of Business Newsletter - August 2012 // How Job Satisfaction Relates to Company Culture

speaking inquiries, interview requests, media info

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