Joel Stone

I’m co-founder of the UK’s leading direct response marketing company, Codebreak. This is done-for-you work, taking SME business owners from four-figure months to five-figure months, and five to six.


I’m also the host of the Stay Hungry podcast. (Yes, we have a book and a podcast called Stay Hungry) It’s available on all the leading platforms and has featured renowned international thought leaders including Rob Moore, Chris Thomas and Simon Severino.


My work has been featured all over the world. Projects and campaigns have been featured on the BBC, Channel 4, Sky Sports, CNN and more. In the last twelve months, I’ve been involved in marketing campaigns contributing over £400m in sales to clients.


As an entrepreneur, bestselling author, podcast host, and accomplished speaker, I have regularly been listed alongside other leading business figures and celebrities.

Andy and Joel marketing consultants, UK

My journey to hell and back, and why I love ‘helping people and having fun’

I’m not going to bore you with the details but to ‘cut to the chase’ I’ve had a troubled life.

A parent with severe mental health issues in and out of hospital and prison, the suicide of a dear friend when I was eighteen, family breakdown, and my own battles with anxiety and depression…. That gives you an overview.

I started my business at 24. By 26, I’d made every mistake in the book.

You see, deep down, I just wanted to help people. I got my kicks out of seeing others do well. But helping others can quickly become “people pleasing”. And if you try to please all of the people, all of the time, you’ll end up pleasing nobody.

Andy Rao and Joel Stone - marketing and mindset coaching

Rock bottom


I’d helped a lot of people. So why did I feel bad?

Plus, why did I have no money, nothing to show for it, and why were those people so ungrateful?

I’d had it drilled into me from a young age that hard work pays off. Does it f*ck. If all your efforts are in the wrong place, no amount of hard work is going to get you where you want to be.

One day, I went to see a client, and he told me he couldn’t afford the changes I’d made to his website. Stupidly, I believed him, and I let him have them for free. That evening, he drove past me in a brand-new sports car.

I’d been used.

Codebreak’s purpose is to help people and have fun. The above is where that purpose was born.

It’s a great thing to want to help people. But they should deserve your help and it should be beneficial for you too.

“Essential tips to improve your marketing business. Insightful, thought-provoking and I particularly like the step-by-step approach. A must read!”

Daniel H (Stay Hungry reader)

The change

I hyper-qualify clients now. They need to be a good fit and they need to be hungry to help others and, in turn, succeed themselves.


If I get a sense that our values don’t align, it doesn’t matter if they’re willing to pay, I can’t help them.


The best part about qualifying who you work with is it makes it fun for everyone involved.


Chances are, if you’re reading this, you understand this story. You’ve built your business to a size where it’s starting to feel “scary”. Exciting but scary! Maybe you’re overwhelmed or feel like some of your customers are treating you like a mug.


I’m here to help.

Subscribe to Andy & Joel's legendary emails

Marketing and Mindset truth bombs to move you and your business forward!

Logo for Andy and Joel, marketing coaches

Andy & Joel
Owners of Codebreak Group Limited
4 The Creative Quarter
Shrewsbury Business Park

01743 491356

© Codebreak Group Limited trading as Andy & Joel's Marketing Academy. Registered in England & Wales. Company no. 09836360. Privacy Policy.