You Know Exactly What to Do. So Why Can't You Do It?
Stop losing weeks to anxiety, overwhelm, and decision fatigue. Build your Executive Control System and execute consistently - even when motivation dies.
Sound familiar?
You're stuck in the execution trap
You wake up with good intentions. You know what needs to happen. But by 10am, you're already drowning in decisions, paralyzed by anxiety, scrolling instead of executing.
You force yourself through a few “productive” days. Then you crash. Hard. Two weeks of momentum evaporates into three weeks of spinning your wheels.
The problem isn't your business strategy. It's not your work ethic. It's not even motivation.
- Your nervous system is hijacking your execution. When your brain perceives threat (financial uncertainty, visibility, deadlines), it shuts down your prefrontal cortex. The parts responsible for planning, decision-making, and focus literally go offline. You can SEE what you need to do but you CAN'T make yourself do it. That's not weak willpower. That's your brain architecture under stress.
- Decision fatigue is draining you dry. Every micro-decision depletes your capacity for the work that actually matters. By afternoon, you're running on empty. Most entrepreneurs burn through their cognitive resources by 10 AM making decisions that don't matter.
- You're fighting a war you don't understand. Billions of people online. Millions of businesses. Hundreds of billions spent on advertising. All with one goal: fracture YOUR attention. You're using medieval strategy against modern weapons designed by the smartest engineers in the world. And you wonder why you can't focus for more than 12 minutes.
The average entrepreneur is productive for less than 3 hours per day. The rest disappears into email, meetings, context switching, and trying to remember what you were working on before the last interruption.
Most productivity advice makes it worse
Wake up at 5am. Cold plunge. Meditate for an hour. Time-block your entire day. Build 47 Notion dashboards.
These systems assume you have infinite willpower and zero anxiety. They work great for robots. For humans managing uncertainty, fear, and a nervous system that wasn't designed for entrepreneurship? They collapse the moment real pressure hits.
“The real question isn't how do I get more done? It's how do I build a system that works even when I'm not at my best?”
That's what the Executive Control System gives you. Not another productivity hack that works for two weeks. A personalized framework built on psychology and neuroscience that actually accounts for how your brain works.
The Executive Control System
Three pillars. Six weeks. Lifetime results.
In 6 weeks, we build your personalized execution system based on psychology and neuroscience — not willpower. Here's what we're building together.
- Nervous System Mastery
Your execution problems aren't about discipline. They're about your nervous system hijacking your brain.
When your nervous system perceives threat (financial uncertainty, visibility, deadlines), it shuts down the parts of your brain responsible for planning, focus, and decision-making. You sit down to execute and default to busywork instead.
We teach you to recognize when you're dysregulated (the procrastination spiral, the catastrophizing, the all-or-nothing thinking that ruins entire days after one mistake) and shift your state in 1-2 minutes using proven breathwork, physiological techniques, and cognitive reframes.
You'll build your personalized regulation toolkit so you can execute from a calm, focused state instead of anxious paralysis.
- Cognitive Protection
There's a war happening for your attention every single day. Billions of dollars spent by the smartest engineers to fracture your focus.
We sever technology's attention tentacles and eliminate decision fatigue through environmental design. Your higher self architects your environment so your lower self can still perform optimally when fatigued. We pre-decide 80% of your day, remove systemic friction, and build your weekly planning ritual and daily operating system.
You'll also learn to tune task difficulty so every work session pulls you toward flow instead of distraction. Too easy and you get bored. Too hard and you freeze. We find the sweet spot where your brain locks in naturally.
No more burning willpower to resist distractions. Your environment does the heavy lifting so you can save your energy for the work that actually matters.
- Sustainable Performance
Deep work is expensive. It depletes your neurochemistry. Without active recovery, you burn out.
We build your recovery protocols: sleep optimization, active recovery practices, and the post-flow ritual that lets you compound gains instead of crashing. Elite performers treat recovery like training because it's what makes sustained peak performance possible.
But recovery alone doesn't prevent burnout. We identify which psychological trigger is actually driving your burnout (overwork, values misalignment, lack of control, insufficient recognition) and address the root cause, not just the symptoms.
Then we make it antifragile. Most systems break under stress. Yours will get stronger from it. You'll learn to bounce back in hours instead of weeks and extract growth from every setback.
Testimonials
Results from real entrepreneurs
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Who am I
I built this because I needed it myself
Joey Justice
Executive Performance Coach
I started studying psychology and neuroscience in 2018 while finishing my computer engineering degree at Georgia Tech. Like every other ambitious person, I thought I could just outwork my problems. Discipline was the answer. Just push harder. I wanted to understand how my brain worked so I could perform better in my software engineering career and in the content I was creating on the side.
Turns out... understanding the theories doesn't make you immune to the traps.
By mid 2020 I was running on empty. Not sleeping. Binge drinking multiple times a week. Neglecting my physical health. I started having panic attacks, dealing with high blood pressure, and chronic fatigue that wouldn't go away. I couldn't sustain my job, my content, or my relationships. Everything was falling apart. I kept trying to force myself to do MORE, convinced discipline was the answer.
It wasn't. The problem was that I was treating my brain like a machine I could just push harder. I needed systems that actually accounted for how humans work: nervous system regulation, environmental design, recovery protocols. Once I stopped trying to “fix” my discipline and started building systems around my actual biology, things finally improved.
A few months later I launched my coaching program. Over the past 5 years I've worked with 100+ entrepreneurs who were stuck in that same cycle, knowing exactly what to do but unable to consistently execute. I've continued studying, experimenting, and refining all this time, and the pattern is clear: when you stop fighting your brain and start working with it, execution becomes automatic.
The 6-week journey
We build this together
Each week we go over one focused module. We implement the module based on your unique brain, goals, and challenges (not a one-size-fits all approach) on our 1:1 call. You retain lifetime access to all modules.
- Week 1: Assessment & Foundation
- Deep diagnostic of your execution patterns. Map your breakdown points. Collect baseline data to build everything that follows. Introduction to the ECS app and how you'll track your system.
- Week 2: Nervous System Mastery
- Learn why your nervous system hijacks execution when you sit down to work. Build your personalized regulation toolkit using breathwork, physiological techniques, and cognitive reframes. Master the 2-minute state shift that saves you hours of unproductive grinding.
- Week 3: The Focus Formula
- Understand the attention war being waged against you - and why your brain seeks distraction. Eliminate technology's attention tentacles through device optimization. Implement the dopamine reset protocol. Build work habits that reduce wasted time.
- Week 4: Your Execution Machine
- Design your environment so well decisions become automatic. Eliminate 80% of decisions through your weekly planning ritual and daily operating system. Remove systemic friction that's bleeding your energy all day. Build your morning activation sequence and evening shutdown protocol.
- Week 5: Optimizing for Peak Performance
- Master the flow cycle. Discover why recovery is non-negotiable. Implement sleep optimization protocols using a simple formula. Identify which psychological trigger is driving your burnout and address the root cause. Learn the post-work protocol that compounds your gains instead of burning out your system.
- Week 6: The Antifragile System
- Recognize the self-sabotage patterns that derail most people: perfectionism that becomes procrastination, imposter syndrome that keeps you small, fear of success that makes you quit before breakthrough. Build a system that gets stronger under stress, not weaker. Bounce back in hours instead of weeks. Make it last decades.
Your system, in your pocket
The ECS App
No complicated Notion templates or 47-tab spreadsheets. Your Executive Control System lives in a simple app that keeps you executing in 5 minutes a day.
- 5-minute daily check-ins.
- Track your state, execution, and system performance. Simple practice that builds accountability without complicated logging.
- Your frameworks, instantly accessible.
- Your personalized regulation toolkit, weekly planning templates, and recovery protocols. All in one place, ready when you need them.
- Data-driven coaching.
- I see your patterns and progress in real time. Every 1:1 call focuses on what YOU actually need, not generic advice.
Privacy note: Your data is encrypted, private, and never sold. Period. This is your system, your progress, and your information.
Before you work with me...
Is this for you?
This is for you if:
- You've sat down to work and felt your chest tighten, your mind scatter, and three hours disappear into busywork while your real work sits untouched
- You know exactly what needs to happen but something inside you screams to do literally anything else
- You've had stretches where everything clicked, then something shifted and you couldn't get it back
- You're cycling between intense bursts and burnt-out crashes, wondering why you can't just execute consistently
- You're capable of so much more and you're tired of fighting yourself every single day
- You're ready to build a system that works even when you're not at your best—because you know willpower isn't sustainable and you want execution to feel automatic instead of exhausting
This isn't for you if:
- You're still figuring out what business to build (you need strategy first, systems second)
- You want a template to copy-paste without customization (this is personalized work)
- You're not willing to look honestly at what's blocking you (we need to diagnose the real problems)
- You expect instant results without implementation (this requires actually doing the work)
- You're looking for motivation and inspiration instead of systems and frameworks
Before you decide
The Real Cost of Waiting
Here's what most people don't calculate:
If you waste just 2 hours per day to anxiety, distraction, and decision fatigue, that's 520 hours per year. Over 3 months of productive time. Gone.
But it's not just the hours. It's the opportunities you don't pursue because you're too drained. The projects that stay half-finished. The momentum you lose every time you crash and have to start over.
Six weeks from now, you're either still stuck in the same cycle, or you're executing from a regulated state with systems that actually work for your brain.
You either keep burning willpower trying to discipline your way through anxiety and distraction, or you build an environment where good decisions are automatic and your nervous system supports you instead of sabotaging you.
This system pays for itself the first week you stop losing entire days to anxious paralysis.
The question isn't whether you can afford it. The question is how much longer you can afford to stay stuck.
Pricing
Choose your path
One-time investment. Lifetime access. No subscriptions, no recurring fees.
ECS Foundation
$497one-time
Start here if you want to solve the nervous system problem first and test the approach.
- 2 coaching calls (diagnostic + nervous system mastery)
- Module 1: Nervous System Mastery (lifetime access)
- ECS app setup and training
- Personalized regulation toolkit
- Learn the 2-minute state shift that stops anxious paralysis
Complete ECS Program
$997one-time
The full transformation. Build a complete system you'll use for years.
- 6 weekly 1:1 coaching calls
- Your complete Executive Control System
- ECS app with lifetime access
- All 5 modules (lifetime access)
- Weekly accountability via app
- Recovery protocols and antifragility training
- Personalized system built for YOUR brain
Frequently asked questions
- I've tried productivity systems before. Why would this work?
Because productivity systems treat you like a robot. ECS treats you like a human with a nervous system. We address the nervous system dysregulation and decision fatigue that make those systems fail, not just give you another planner and hope willpower carries you through.
- How much time does this require each week?
60-minute weekly coaching call plus 5 minutes daily for your app check-in. Implementation time varies based on what we build for you, but we design everything to fit your actual life and energy levels. Most protocols take 1-2 minutes (state regulation, daily power-down ritual).
- How soon will I see results?
Most clients notice a shift in Week 1 once they start regulating their nervous system before work sessions. The full system compounds over 6 weeks. You're building foundations that last decades, not hacks that work for days.
- What if I fall off during the 6 weeks?
You will. Week 6 is specifically about building antifragility so you bounce back in hours, not weeks. Elite performers don't stay perfect. They return to baseline fast. That's what we're building.
- Do I need any prior experience with psychology or neuroscience?
No. We build everything from scratch based on your specific patterns. I'll teach you what you need to know, and it'll all be applied directly to your situation, not academic theory.
- I'm a night owl. Will this program force me to wake up at 5am?
No. Week 4 covers how to schedule deep work during your actual peak energy window, whether that's 6am or 6pm. One-size-fits-all morning routines are bullshit. We build your system around your biology, not some productivity guru's 5am cold plunge routine.
- Is the ECS App required or just a nice-to-have?
Required. The app is how you track your daily check-ins, access your personalized frameworks, and how I see your patterns between our weekly calls. But it takes 5 minutes per day, not 30 minutes of journaling or complex logging. Simple, effective, essential.
- What if I'm burnt out right now? Should I wait until I'm in a better place?
No, because burnout doesn't fix itself. Week 5 identifies which psychological trigger is actually causing your burnout (it's not always just overwork) and we address the root cause. Most people think they just need a vacation. Then they come back and crash again two weeks later because the underlying problem is still there.
- What happens after the 6 weeks?
You own your complete Executive Control System. You keep lifetime access to the app and all modules. You can continue with optional Executive Performance Coaching ($500/month) if you want ongoing optimization, but most clients are fully self-sufficient after 6 weeks.