Amy Lukken, Joyologist: How Love and Joy are Transforming Work and Business

Amy Lukken – Chief Joyologist, Tito’s Handmade Vodka
Tito’s Handmade Vodka didn’t just disrupt the spirits industry with a great product—it redefined how business can be done. At the heart of its rise is an empathetic enterprise model: putting people and purpose before profit.

This approach isn’t exclusive to Tito’s.

• Every company can adopt it.
• Every business school can teach it.
• Every leader—from CEOs to HR professionals—can use it to transform their organizations.

It began with an entrepreneur who, long before turning a profit, gave generously to every cause that asked, saying only: “If you like my vodka, tell 20 friends.” Scaling a heart-driven business proved tricky—until Amy Lukken, trained in building purpose-driven cultures, joined the journey.

As Chief Joyologist, Amy operationalized their mission of “turning spirits into love and goodness” through Love, Tito’s, a grassroots philanthropic system. Over 15 years, she created Joy Budgets that empowered employees to fund projects they cared about most.

The result? Tito’s achieved one of the lowest attrition rates in the industry, became America’s #1-selling spirit brand, and supported 12,000+ grassroots philanthropic programs—all while proving that profitability and purpose can thrive together.

Amy’s talk reveals how heart-centered leadership, culture, and systems can drive extraordinary business success—offering a roadmap for leaders and entrepreneurs ready to reimagine what’s possible.

Know what’s Happening Next — before everyone else does.

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Host or Publisher CSU Sustainable Business Club