Hi, I’m Joye Alex Alexander
Entrepreneur turned mentor with 33 years of building, breaking, and rebuilding—from a two‑person workshop to a trusted brand— now helping business owners grow with accountability, culture, and clarity.
Skills build products, culture builds brands, and numbers keep both alive.
"Beyond Instinct: A Mentor's Journey"
Early Life (1986 – 1991)
Though I was never outstanding academically, I carried something more valuable—the trust of people around me. Friends relied on me for decisions, and even their parents trusted me as the “big brother” of the group.
From childhood, I had a habit of reading motivational and self-development books, which gave me maturity beyond my age and a natural passion for mentoring. Later, I graduated in English Literature out of love for the language. As I stepped into entrepreneurship, I continued reading life stories of successful business people, focusing on how they embraced failure. In those days, my only sources of knowledge were books and journals, later expanded by Google and YouTube.
Lessons at the Border (1994 – 1996)
During the early years of my entrepreneurial journey, I became the first in my industry to expand sales into Trivandrum. But crossing the Kerala–Tamil Nadu border was a Himalayan challenge. Long delays, harassment by tax officers, and humiliation at worksites tested my dignity and self-esteem.
My determination to succeed pushed me to develop strategies to handle these challenges. Over time, I gained a reputation for dealing with border issues effectively. Traders began approaching me for help, and though I never sought money, I guided them because I believed in finding solutions.
Ahead of My Time (2000 Onwards)
My maturity and instinct to embrace innovation shaped every part of my business. I tried daring strategies that few entrepreneurs of that time would attempt—whether in marketing, sales, employee management, customer focus, social activity, handling crises, or even starting an official YouTube channel.
This fearless approach gave me public visibility and positioned me as an informal mentor. Entrepreneurs observed my strategies, treated my company as a model, and even copied my methods. Without formally mentoring, I saw 200+ entrepreneurs adopt my approaches and achieve tangible success—one of my proudest milestones.
When the Storm Arrived (2021 – 2024)
Life tested me with a storm that shook every corner—mental, physical, financial, and business. For 3.5 years, I did not enter my showroom or factory. My health collapsed, accounts were ignored, and at one point, I couldn’t tell if my business was alive or gone.
Those years felt endless, like being stranded in a dark ocean with waves crashing from all sides. What carried me through was endurance and the quiet belief that even the longest night must give way to dawn.
When the Sun Rose Again (2025 – Onwards)
In early 2025, I returned uncertain of what I would find. To my astonishment, my company still stood. The truth became clear : skills build products, but culture builds brands.
My business had endured because of three forces:
- The loyalty of my staff
- The strength of our internal culture
- The trust of customers built over three decades — with our Google Reviews as living proof
This realization restored my self-worth and gave me clarity. Today, I move forward with renewed energy, committed to rebuilding JOSECO with financial accountability while protecting the culture that once carried it through the storm.
The Birth of a Mentor (2025)
One golden rule emerged above all:
“Accounting is the first and last line of business defense. Without it, no entrepreneur can survive. I am the living example.”
“Accounting is the first and last line of business defense. Without it, no entrepreneur can survive. I am the living example.”
Why I Mentor with Intensity
In August 2025, the idea of mentorship fully formed in my mind-not as an ambition, but as a responsibility. I felt strongly that I must warn and guide younger entrepreneurs, so they would not repeat the painful mistakes I made.
It is from this realization that my passion for mentoring is born. Sometimes, I come across strongly even authoritatively. At times, I may raise my voice or press a point harder than expected. Some of my mentees may even feel hurt.
But let me be clear: this is not arrogance. It is urgency. My inner cry is, “Hey, don’t waste your years the way I did. I am here as a living example. What took me 33 years of effort, you can achieve in 3 years-if you align with me, if you follow the path I show you.”
When I shout, it is not anger-it is the echo of scars speaking. Every scar in my journey is a compass that now guides me to protect others. I mentor with intensity because I know how costly wrong decisions can be.
If I had embraced scientific decision-making at the right time, with proper mentoring, my story could have been different. But today, I turn that regret into responsibility. I use my scars not as shame, but as direction-hand-holding start up owners and business owners who struggle or just survive toward greater heights they are capable of.
My vision
My vision is simple : to be a reputed business coach with
two intertwined purposes earning through expertise while freely guiding deserving entrepreneurs toward S.M.A.R.T goals. As my first mission, I aim to mentor 100 entrepreneurs for free—both as my learning platform and to ensure others rise stronger and wiser than I once did.
My Mission
My vision is simple : to be a reputed business coach with two intertwined purposes—earning through expertise while freely guiding deserving entrepreneurs toward S.M.A.R.T goals. As my first mission, I aim to mentor 100 entrepreneurs for free—both as my learning platform and to ensure others rise stronger and wiser than I once did.
Build a steady, honest business with simple money tracking, clear targets,
and weekly checks that reduce stress and show real progress.