From cold calling to social media manager to personal brand expert.

A filmmaker before he was an agent.

From a young age, Joseph was making ski videos. Chasing shots. Learning how to tell stories through a lens. He earned a scholarship to Bond University for film and television.

Then he got scared of the industry and pivoted to the thing he knew he could be good at.

Five years on the number-one team. Invisible the whole time.

He spent five years at Belle Property in Surry Hills, working for the number one team in the network. He was genuinely exceptional at his job.

But the vendors kept choosing agents they recognised over agents who were actually better. Joseph watched listings he should have won go to people who were less skilled, simply because they were more visible.

He tried to solve it himself. Attempted content. It fell flat. No direction, no playbook, no one in his corner. He lost the creative spark and gave it up entirely. Shelving the filmmaker instinct that had always been there.

Chasing the passion he'd shelved. A camera back in his hands.

For the first time in years, Joseph let himself pursue the thing he'd walked away from in film school. He moved to Canada, swapped contracts for ski boots, and finally gave the filmmaker side of him room to breathe.

On those slopes, something clicked back into place. He started shooting again at Big White Ski Resort in British Columbia and was hired to run content for the resort, learning his craft on a mountain instead of a campus.

It was the chapter he never gave himself before. Building something real through story, camera, and edit. He fell in love with it all over again.

Watch the film he made for Big White → See the Instagram he ran →

Hired on the spot. Because of his name.

One day in Banff, he walked past a stall selling a hard coffee drink called Mountain Joe. He loved the name. Asked if they were hiring. Was hired on the spot, no reference check, because of his name alone.

He became their first employee. Took over their marketing and social presence from scratch.

Over two years he was part of the founding growth of the business. He was privy to every decision, every strategy, every brand conversation the founders had. He got to meet other business owners, sit in on deals, and absorb everything he could about what it actually takes to build something from nothing.

The gap he'd lived in. The solution he could build.

Watching Mountain Joe build a brand from zero gave Joseph the blueprint he never had as an agent. He could see the gap clearly. The most skilled operators were losing to the most visible ones, and he had lived that exact problem himself.

So he did not just come home. He came home with a plan. He left Canada to build the thing he'd needed on the floor: a personal branding system designed by an agent, for agents.

PBOS was the answer to his own problem first. The system he wished someone had handed him in his Surry Hills days. Now he hands it to every agent who is tired of being the second-choice option in their market.