'Bigg' Joel calls himself a hustle activist from a small town in Limpopo called Nylstroom. From the tender age of 7 Joel has had an entrepreneurial spirit.  His sole mission is to encourage more young people to work harder and dream. He is the founder of creative advertising agency called Highly Dedicated that he founded after being unable to complete his university degree due to lack of funding. With nothing to his name he designed a logo and created a email address, and started his agency; cold calling prospective clients and setting up telephonic meetings to raise capital.