By 2012, J. Davis was actively engaged in residential, commercial, and industrial construction, as well as grading projects across the Upstate. The company had built a strong brand, a growing fleet, and a clear mission statement that reflected its purpose. J. Davis was competing in larger markets.​

The most significant milestone possible in the company’s history, was in 2009, Joel joined a small group of business owners who encouraged him to define a higher purpose for the company and refined their mission statement. The company became more focused on its culture and on being intentional about helping employees, customers and vendors not only professionally, but personally.   ​

The company’s first chaplain was named, and monthly devotions were offered.​ Many of the company’s future divisions began taking shape during this era.