We had the good fortune of connecting with Joel Coen and we’ve shared our conversation below.

Hi Joel, what role has risk played in your life or career?
There have been many different circumstances in my life where I have had to take risks. The biggest risk that I have ever taken involved moving to a new state, where I knew no one, so that I could be closer to my children. When my wife and I made the decision to move, we knew that we would have to leave our well-established business and personal network in Colorado and start over from scratch in Arizona. Even though it was a risk, there was no question about whether it was the right move because my kids were here and we wanted to be better parents. We knew absolutely no one but it didn’t take us long to build up a new network, and more importantly, a successful business that won a “Business of the Year Award” and lead us down the path to the establishment of TruNorth Advisors.


Alright, so for those in our community who might not be familiar with your business, can you tell us more?
One of the fascinating things about the world of marketing is that very few people actually know what they are paying for. I liken it to work done by a car mechanic or an engineer. There are very few people that know enough about the subject matter to be able to verify that the work being done is actually what was promised. TruNorth was created to help business owners and business leadership know exactly where they stand in their marketing execution and what they need to do in order to get the most out of it.

My business partner (Jeff) and I, have more than 25 years of combined experience in executing high-level campaigns. We make running effective marketing campaigns easy to understand and set reasonable expectations from the beginning. Sadly, this way of doing business sets us apart in our industry. It is truly astonishing how many times we see situations where new clients had been paying exhorbitant sums to see little or no ROI. With our methods, we are clear and concise with our ROI reporting so clients know exactly where their money is going and where they should put it in the future.


If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I think that we would have to start of by having dinner at FLINT by Baltaire. It is one of the best restaurants in the city and a true culinary gem. In terms of activities for the week, golf is a must here in Arizona. One of my favorite courses is a resort course at the Westin Kierland. The vast swaths of green mixed with some excellent elevated tee boxes make for a great day on the course.

As for the rest of the week, there is so much to do here in Phoenix that it is hard to pin it down to just a couple of things. I would have to imagine we would head to some of the more signature restaurants such as Steak 44 and cap at least one night off with a delicious whiskey at Fox Cigar bar.


The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
When I look back at my career there are many people that not only were good leaders but also provided invaluable mentorship. I would say the man that I owe the most to is Alex Barron. He was my boss and the head of retail sales at OfficeMax for several years. During our time together, I learned about overcoming adversity and what it meant to be a good mentor. His patience with me and others was abundant but he also knew when to call me out if I crossed the line. I think that my time under his leadership also allowed me to see the negative experiences that he had to endure as a minority senior leader in a Fortune 500 company. I knew that his capability, dedication and ultimately, his grit, is what allowed him to overcome and become the incredible leader that he was.

Website: www.trunorth-advisors.com

Linkedin: https://www.linkedin.com/in/joel-coen-a4202211/

Twitter: https://twitter.com/Your_Trunorth

Facebook: https://www.facebook.com/TruNorthAdvisors44

Nominate Someone: ShoutoutArizona is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.