Why joy sparks economic growth for ambitious entrepreneurs

At JUST, we start with a simple truth: chronic stress from economic exclusion makes it harder to plan, dream, and make good financial decisions. That’s why creating moments of joy—breathing room, support, connection, and laughter—isn’t an afterthought in our program; it’s the foundation that makes transformation possible.

In this conversation, CEO Steve Wanta and Board Member Erika Ortiz share why “less stress + more joy” is at the heart of JUST, how it shows up in our work, and the powerful ripple effects it creates in clients’ lives and communities.

Why build a mission around “less stress and more joy” instead of something more explicitly focused on economic empowerment?

Steve:

“Less stress, more joy” is a design principle at JUST. One of our advisors once said to me, “Joy is the oxygen of perseverance.” That really stuck.

When you don’t have money, life is brutally stressful. If we can make joining JUST feel like a small breath of fresh air—a bit more space, a bit more support—we know entrepreneurs are more likely to make better decisions for their future selves.

Think about how powerful joy is when children play: they experiment, they try, they fail, they learn, and they keep going. We want our programs to feel like that for adults. If we can weave joy into the experience of learning about money, investing in a business, or repaying a loan, then those tasks stop feeling like punishment and start feeling like progress.

Joy becomes a wellspring of energy and potential. It makes the hard financial work sustainable.

Erika:

When we say “less stress, more joy,” we’re not talking about stress in the abstract. The women who walk through our doors are often single mothers, or part of households where both parents are working days, nights, and weekends and still can’t cover basic expenses. That is real, chronic stress.

The challenge is: they don’t have the mental space to imagine a different future, let alone plan for it. Women would tell us, “No one has ever asked me to dream before.”

“Less stress, more joy” is not just a slogan—it’s the emotional foundation that allows all of that to happen.

How does “less stress, more joy” actually show up in JUST’s programs?

Steve:

A good example is our leadership development program, the JETAs. We have a core belief: laughter—and sometimes tears—builds trust. If people feel safe enough to laugh, to be vulnerable, and to have “aha” moments about money, then real change can happen.

One of the games we created is called “Going Shopping.” Here’s how it works in two rounds:

• In round one, participants have no mental slack. They “go shopping” as fast as possible—grabbing as many items as they can, like a supermarket sweep. Then they randomly draw how much income they earned that month and see whether it covers their “purchases.” We ask them: How do you feel? Usually the feelings are familiar: anxious, overwhelmed, guilty, stressed.

• In round two they pick their income first—then go shopping. Their behavior changes immediately. They think differently. They prioritize differently. They ask different questions.

Through this playful exercise, they’re not just hearing “you should spend less than you earn.” They are experiencing the emotional difference between scarcity and planning. Our goal is for them to come to these insights themselves—and to feel joyful and empowered in the process.

What’s one example of an entrepreneur moving from a place of stress to one of joy?

Erika:

There are many, but one of the first that comes to mind is Yvonne Fortuna, one of our earliest entrepreneurs in 2016.

When we met her, she was working multiple jobs—nights and weekends—trying to make ends meet. She was exhausted, financially stretched, and unable to be as present with her family as she wanted. Her dream was to be a full-time entrepreneur, but she simply didn’t have the capital to invest in her leather goods business.

When she joined JUST, she accessed capital and a community and financial coaching. In one of our early sessions, she drew a vivid picture of her dream: a market stall filled with her leather bags.

Fast forward two years: she came back and showed us a photo of her standing in a market, surrounded by her leather bags—the exact scene she had drawn. She said, “Dream realized.”

Since then, she hasn’t stopped. She keeps drawing her dreams and turning them into reality. For Yvonne, it wasn’t just about reaching financial stability. It was about that “aha” moment where she understood that she could dream bigger and had a pathway to follow through.

You’ve said that creating space for joy is the foundation for economic growth. Why is that?

Steve:

For us, it’s about abundance versus scarcity. To move from scarcity into abundance, entrepreneurs need a few essential things:

• A community of support that sees them and believes in them.

• Social proof—people who look like them, who’ve been where they are, succeeding. If she can do it, why can’t I?

• Safe spaces to talk honestly about the highs and lows, without shame.

Joy is central to all of that. Everybody deserves to laugh. Everybody deserves a moment of relief from the grind and the worry. When we intentionally build joy, trust, and belonging into our programs, entrepreneurs are more willing to try, to stick with it, and to keep aiming higher.

That’s how less stress and more joy become not just feelings—but the emotional engine behind real, lasting economic change.

“Less stress + more joy” isn’t just how transformation feels—it’s what makes it possible. When women have the space to dream and a community that believes in them, they don’t just start businesses; they change the trajectory of their lives. We’re grateful for the inspiring leaders in our community who make this work possible—and to you, our community, for believing in their journeys.