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Concrete Wall

Hey Founders + Creators: welcome to a private club  where a team of expert guides are ready to support you and a community of vetted entrepreneurs are here to walk with you. Where we believe your well-being is your greatest asset. 

Welcome to a new way of doing things.

If you've found your way here, you are: a service provider, consultant, coach, maker, creator, freelancer, product based business owner, sides hustler, or founder-to-be.

Welcome to the catalyst that pushes you out of your comfort zone and propels you towards grounded growth. No gimmicks, just business building + community. Let's see what happens for you, shall we?


I'm Johanna, Founder of the Directional Glow Club and a multi-passionate entrepreneur who has been curating and holding space for humans for as long as I can remember. 

I've been working with businesses (and the humans behind them) for years and I've found one common thread: the spaces we share and who we let into our business brain plus the right tools will change your life (not to sound too dramatic). 

Some of the ways my clients have improved their business and life: found a way to manage wearing multiple hats in their business, identified efficiencies and saved time, felt less alone (yes, this can even happen when you have a big community and lots of friends), diversified and increased income, tapped into the calm when it has felt like a rollercoaster, made decisions more quickly and with ease, scaled without breaking, were held accountable, felt seen and found renewed joy in the process.

Launching for the first time or seasoned and revitalizing your vision? We'd love share space with you and are grateful you're here. Meet Our Guides.


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"Since working with Johanna i've gained confidence, clarity, financial growth, solid systems, a broadened business network, and the excitement and momentum needed to launch a new service. I knew from the moment we met it would be the best fit in all the facets we have worked together. She has the tact and confidence in having hard conversations to move the needle forward just as easily as the fun conversations and a true desire to see me succeed and my business flourish. Johanna helped me build a business with intention, direction, and clarity and not feel alone while doing it! We all need Johanna on our team."

- Kate, Wild Birch Design



"Johanna Setta is truly a remarkable individual who has made a significant impact on me and my small business. Johanna functions as a generator and needle mover, providing invaluable support and guidance that has propelled me to think about my business in ways I certainly wasn't before. From the moment I started working with Johanna, I was inspired by her unwavering motivation and dedication to helping me excel. Her enthusiasm is infectious, and it has motivated me to push beyond my limits and strive for greater success. Johanna's ability to inspire and empower her clients is a true testament to her skills and expertise. What sets Johanna apart is her genuine empathy and care for her clients. She goes above and beyond to understand their unique challenges and goals, ensuring that her services are tailored to their specific needs. Working with Johanna, I always feel like she is personally invested in my success while meeting me where I am. Her unwavering support and encouragement have been instrumental in my business growth and confidence. One of the qualities that I admire most about Johanna is her exceptional organizational skills and purposeful approach. She has a remarkable ability to analyze complex situations and develop strategic plans that drive growth and progress. Johanna's meticulous attention to detail and structured approach helped me to streamline my business operations and achieve greater efficiency. Johanna Setta is an asset to anyone looking to strategize and execute a growth plan. Her empathetic nature, purposeful organization, and dedication make her a standout professional in her field and easily the choice over a business coach. I am truly grateful to have had the opportunity to work with Johanna, and I wholeheartedly recommend her services to any small business owner seeking guidance, motivation, and tangible results is a space that is comforting, open, and safe. She's a true gift."

- Rachel, Rely on Rach

"I would recommend Johanna to any business owners looking to expand and grow their business. I liked having someone to talk to about my business triumphs and struggles. Advice on how to reach out to others. Having someone else make the decisions and tell me what to do-a reprieve from decision fatigue! Johanna is inspiring, supportive, grounded, and compassionate. During our time together I gained a clear understanding of what I need to do to complete my course and how much work will be involved, Improved my ability to show up more on social media and  have a clear message, created a strong referral network and understanding the importance of in person networking, and conducted a rebranding with logo, tagline and colors as well as refining my brand message."

Paige, Online Landscape Designs

"Since working with Johanna I have landed new partnerships, including Healthy Living Market. I have a system set up to manage relationships and businesses (pipeline). I have agreements with my wholesalers! And I feel good about them! And they help present me at my professional best! I started my SOP and I’m making steady-ish income! She helped me gain confidence in myself, in my product. What Iliked about working with Johanna is that she listens, empathizes, cheers me on, and physically moves my product. She gives space for me to doubt and cry, she believes in me and what I am doing. The most important thing you should know is that she cares, from a very deep part of her, about us as people as well as our businesses. That matters more than I can easily express. She’s Intentional. She does an enviable job of separating work and life (at least from the outsiders perspective), and so I know that when she shows up in the biz SHE SHOWS UP. And she keeps me honest in doing the things I really really don’t want to do. Johanna is a gift that came into my life exactly when I needed her, and Icannot wait to continue this crazy journey because she’s not getting rid of me!"

-Elizabeth, Small Oven Pastries


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