Ep 125: Toni Everard - Build a Business That is Designed to Support Your Lifestyle

Insight and awareness can take you a long way in business, but without structure, they eventually hit a ceiling.

In this episode, business and mindset coach Toni Everard brings the series together by grounding receiving and authority into practical reality. Toni explores why a lifestyle-supported business is not something you hope for or earn later, but something you deliberately design through clear structure, numbers, time and capacity.

This conversation looks at why many service providers resist looking at the numbers, not because they are bad at business, but because numbers reveal where responsibility, boundaries and alignment are out of place. Toni explains why clarity is not restrictive, but stabilising and how a well-designed business becomes a container that makes receiving sustainable rather than overwhelming.

This episode is for service providers who want to reach their first six figures in a way that feels calm, supported and scalable, without slipping into hustle or burnout.

In this episode, you will learn:

• Why lifestyle is not a vision or reward, but a design decision
• How structure and numbers create safety rather than pressure
• Why resistance to looking at income, hours or capacity is emotional, not logical
• How clarity around offers, pricing and time removes anxiety and over-giving
• The role of clean responsibility and boundaries in sustainable growth
• Why designing for your first six figures sets the foundation for everything beyond
  
  

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Transcript

0:00

You are listening to the Coaching Circle with Tony Everard, business and Mindset coach and your strategic thinking partner. This podcast is for those who want to step out of the hustle and glow in the flow. We'll talk about all things mindset, energy, and structure so you can evolve from the inside out and build a business that supports the life you want to live. Let's dive in. Welcome to this episode of The Coaching Circle, and I'm excited for this because this is a bit of a series. This is the third episode of a bit of a series, so if you go back, this is episode 1 25. 1 24. I talk about being sold and loving, uh, loving selling and being sold to, which is really important. And 1 23, I talk about abundance. So these have been stepping you up to this episode where I, I'm talking about how to build a business that is designed to support your lifestyle. Now this is something that I am super passionate about. It's something I've created for myself, and it's what most of the heart-centered, uh, business owners, service providers that I work with really want to achieve. Because let's face it, if you've already had a big career and you've been somewhere near burnout or in a job that you just felt like it was grind you didn't really love and everything else. You don't wanna step into a business that just creates the same environment, right? You don't want that. And what we have to understand is that in business, just having some insight isn't enough. Just having a vision about what you want isn't enough. And you know, we have to be able to understand why you block. What you want to receive. That's really important. And you have to restore your authority around selling. That's really important, what I've spoke about in the last couple of episodes. But if those shifts never land in your structure, then they just stay theoretical. And there's a, there's a saying that I remember I heard once that I really love, and that is, um, you know, when you hear something you go, oh, I already know that. Right. A saying I heard once was, if you know it, you do it. Otherwise, it was just some interesting stuff that you heard once. Damn, that hits, doesn't it? If you know it, you do it. Otherwise, it's just some interesting stuff that you heard once. So we really need to get things out of the theory and into the practice because we live in the physical realm where things can be measured. And so this is the part I'm gonna be talking about that often people try to avoid. And if you try to avoid it, it'll just lead to a world of pain. And the thing is, it's not that people avoid this because it's super complicated. Well, it's not complicated. Once you understand, I'm gonna explain it very simply for you. But it can be complicated for people because it's very revealing in what are they not aligned with. So I'm talking about structure and numbers and time and capacity, and why measuring reality is not restrictive is actually very, very liberating. Is gonna be, make all the difference between staying where you are or getting to where you actually want to go. And so if we think about this as your lifestyle, your lifestyle's not just a vision, it's a design brief. We have to have a brief, what, how do you design this? So if you want a business that supports your life, you need to define what you want that life to be first makes sense, right? That so many people don't actually do this. And, and I'll tell you partly why is because I know from having coached for, you know, over 10 years now, that. Most people know more about what they don't want than what they actually do want. Hey, oh, I don't wanna be in peak hour traffic. Oh, I don't wanna be working 50 hours a week for somebody else. You know? Oh, I don't want this, I don't want that. That's all great. But you have to know we actually want, and not vaguely, not aspirationally, not in big abstract words of I wanna live a life of freedom. That's great, but how do you know? Practically, how do you know if you've got freedom? What time do you wanna start work each day? How many days a week do you wanna be client facing? How much time do you want for yourself and your relationships, your health? How many weeks a year do you wanna have off until these things are named? Your business will default to demand. That you are just working on demand of whatever's demanding of your attention, whatever's the next demanding priority and demand, my friend, does not create freedom designed does. And this is why I am really want you to listen in carefully to this episode and think about this for yourself. Now, I'm gonna talk about creating six figures in your business because a lot of the people that I work with. Well, there's two camps of people that I work with. A lot of my heart-centered wellbeing practitioners want to make six figures and we say six figures because if you are wanting to replace a full-time income, you really need to be earning at least six figures a year in your business. Um. To create some kind of a full-time income for yourself and that's not even a big full-time income'cause you've got expenses in your business. Right. But you know, this stuff still applies to, I've got clients that are got different types of businesses that are making, you know, seven and eight figures and the same stuff still applies just on a different level. Being, this is the coaching Circle, and my main listeners here are other coaches and wellbeing practitioners. We're gonna talk about six figures. And so why six figures? Making six figures in your business and beyond requires structure and not the hustle. And not the grind. Because there's a belief that if you are aligned enough that money will just flow to you. Uh, now let me assure you that sure, alignment matters, but alignment without structure will just create anxiety for you. That six fig six figures isn't a feeling. It's not just a feeling. I don't just like go, oh, I've got a sense of this. Six figures is a measurable outcome. It's got six in it. Six is a number, right? It's measurable. And so that means that if you wanna create that as an outcome. You need to know really clearly what it is you are selling, at what price, how often do you need to sell them, and how many hours it actually requires from you to deliver that. Because that is all reality, right? Reality can be measured, reality can always be measured very, very precisely. And uh, and so if that's starting to freak you out, don't worry, because this isn't becoming about becoming like rigid or over masculine. It's about creating safety for your nervous system. It's around getting specific enough that you know exactly what it is that you are creating and what you exactly need to do to get there. And so what that means is that when we've got our numbers really clear, then your nervous system can actually relax, right? Vagueness, ambiguity will keep you bracing of not really knowing what's gonna happen next, whereas Clarity creates a steadiness. And one of the things that I see that you know really gets people tied up in knots is that they don't know what is actually enough. How do you know what enough is? Unless you're measuring it? How do you know if you've done enough? How do you know if you've earned enough? How do you know if you're charging enough? How do you know any of that if you're not measuring it? And if it's too ambiguous, you just leave it up your mind to, to create a meaning for you, right? We don't wanna do that in business. That's not what business is all about. Now, the other thing that I see with people is that they can have some resistance to numbers and the amount of people that I've heard tell me over the years that say I'm not a numbers person. Look, being a numbers person is not an identity. Well, it's not a fixed identity anyway, I say that I am a numbers person and I've always been a numbers person. And you know, when I think about to when I was at school and first time, anyone ever asked me, what do you wanna be when you grow up? Or What do you wanna do when you grow up? I wanted to work in a bank. Right. It's very numbers focused. So maths was my thing. Um, and so I worked in banking for 10 years. I studied accounting. I worked in accounting for, you know, uh, a long time, six, seven years. I did money coaching for a couple of years. Like I've always been in that sort of space. But I can tell you that anyone can be a numbers person, and if you have decided that you wanna have a business or that you're in sales. Then you need to decide you're gonna become a numbers person and anyone can do it. It's not, you just have to be dedicated and choose that as an identity and put enough value on there about why it's important for you to do that. And if you've got any limiting beliefs. Work with a coach like me who can help you shift that because like I said, you, you decide to be in business, then you need to be good at numbers. That's just all there is to it. You don't have to be doing your own accounting. You can hire people to help you, but you've gotta understand the numbers because numbers confront reality. They measure things. They let you know where they are, where you are. They will also show you where you are over giving. Where you are undercharging, where your lifestyle and business just aren't aligned. And that'll also show you where full responsibility is either being owned or not in your business. And many service providers will tell me that they want freedom. And I was one of these people by the way. I just like, just in case you think, oh, it's okay for you, Tony. Even though I had this background in banking and accounting, when I first started my business, I didn't use those skills. I thought I'd left those skills behind me when I had changed careers. Well, guess what? I hadn't, and so I had to quickly get back onto it. And I had to realize, and, and another level of understanding was that the freedom I wanted was meant that I was going to incorporate those skills that I had around numbers and money. But a lot of people say that they aren't a numbers person or they've got some kind of resistance to money. And, and this will sharpen your business. And you have to decide, you have to take full responsibility and decide you're gonna overcome that. You're gonna overcome that shift because it's not serving you or any of your clients that you are here to help either. And so just be aware of it because resistance in that area is not a flaw. It's information, right? It's information for you where you might need to do some work or bring some awareness and, uh, you know. It's one of the most important places a good coach can support you. I, I love and definitely get someone who loves numbers, right? I love numbers. You know what's really interesting is that sometimes people say to me, oh, you know, Tony, what I do, I'm, it so easy for me that it feels weird charging for it. Like I just love it and it feels weird charging for it. But I can tell you that that's exactly why you should charge for it. Because when I think about hiring someone to help me do something, they better love it and they better find it easy. I don't wanna hire someone who hates what they do and finds it really hard. It's a silly idea. So, um, so find someone who's good at numbers and, and you know, that's, wants to support you in that. So when we think about this and having a good coach to help you at this sort of level. It's not necessarily just to motivate you or tell you what to do, but to help you see what you are avoiding and to help you stay present with the uncomfortable clarity so that you can separate emotion from data and design a structure that actually supports you. That's one of the things I love so much is just sitting down with my clients and going, okay, what, what is this life that you wanna have and what does your business need to look like so you can support it? And we measure it, right? It's not a spreadsheet. Creating a spreadsheet. This is the work that we go into detail and have a really honest look at your life and your business, and that's where leadership develops, right? This is where you become the leader in your own business because this is the thing that's really important is you understand is that if you've got a business and you're not enjoying your business and your life's not that great, then it's a sign you're not leading yourself. I want you to land. I want that to land for you. It's a sign that you are not leading yourself. You are the leader in your own life. You are the leader in your own business, Rocky, right? That's what we wanna start a business for, is so that we can have that choice. Well, with great power comes great responsibility, so you have to be able to choose to lead yourself in that area. Choose to upskill yourself. Choose to get the help that you need to make that work for you. And so structure is what makes receiving in your business sustainable, right? Having real structure in your business. So once you know what your numbers are of, you know how much money you wanna make, so you need to. Okay. What does my lifestyle cost me? Right? What does my lifestyle cost me? Well, does it cost me to live? How much money do I want to be having in my pocket each week? For me to know that I've covered all my expenses and I'm living a level of life that I'm happy with, right? A level of life that I'm happy with. No, I'm just managing to pay the bills. That's. Look, might be where some people are at and that's fine. It's better than not paying the bills. But I want you to think about this. If you've got a business, your business is the vehicle for you to live a life that you are happy with. So I understand how much that that money is, and, and it's if you are like, I've got no idea, you are not alone. I can assure you many people I work with don't have any idea how much they need to live until we work together. Okay? So you're gonna work out how much money do I need to to live the life I wanna live? You have to look at how much expenses are in your business, and then you've gotta have a look at, okay, what then is my overall revenue that I wanna make? Taking into consideration things like tax and GST and pay yourself super and all those sort of things, and then work out okay. What do I need to sell to make that revenue, and how long does it take me to sell those things or to deliver those things so that it all fits into your ideal lifestyle? And when you do this, then you can create a structure where you have boundaries around your time, boundaries, around your energy. You know how many people you need to be in front of, how many people you need to have conversations with, uh, you know, how many, uh, sales calls that you need to have, how many things that you need to sell, how much time, how long does it take to deliver it? Because all of those things will be part of your reality when you have your ideal lifestyle. These are all the measurements that'll be there when you have your ideal lifestyle. And so when we have this structure, then around our time and our energy and you know what we're delivering, then that is what's really important about making it feel safe for us to receive in our business. Because this is one of the things that I know is for people in business receiving, receiving more clients, receiving more attention, receiving more money feels unsafe when responsibility is blurred, when time isn't protected and when expectations aren't clear. Okay? Because often people don't know this consciously, but when I dig into what's going on for them. Amount of people that have a fear that when they're, they are serving the amount of clients that they think they wanna serve, that they're gonna get burnt out'cause they're too busy. And if unconsciously you think you're gonna get burnt out'cause you're too busy, you won't be open to receiving. So this is why it's so important to get very consciously clear on your structure in your business and your boundaries so that you know exactly what you've decided, that you are okay to receive in your business. It's why having really clear terms and conditions are important. Refund, um, policies are really important. Uh, being really clear in your onboarding of what your expectations are. It's very important and, and especially these days when we're often meeting our clients on social media and things like that, and people have got access to social media 24 7. If you think that you've got to reply to someone every minute, like within minutes of whenever they message you, that doesn't feel good, right? If you've got your calendar open so that people can book in within, you know, 12 hours a day, six or seven days a week. That's not gonna feel very good for you, right? So you have to get some real clear expectations and boundaries in your structure. That's why structure solves these problems. That's why structure makes it really safe for you to receive when your business knows how much money it needs to generate, how it will do that, and how much energy it requires from you. Then receiving no longer feels like someone's invading your space or is, you know, putting extra expectations on you. Receiving feels fair and receiving feels held and receiving feels sustainable. And the thing about that as well is that when you feel like you've created a safe structure in your business and you know exactly what you can deal with, like you've decided how much you can deal with, then you have such an energy that feels safe for people, that they want to step into your space. If you've got an energy that says, oh, people are gonna be a hassle to me, or I'm gonna get burnt out, nobody wants to step into that space. So your whole worry that having clients is gonna make it a bad deal for you keeps your those clients away. So then instead of having a bad deal, having clients stress you out, you have the bad deal of having no clients. You don't want either of those deals. So structure is super important, and when we have this clear structure, and like I said, we are designing it, then we get to have what we want. Now, I'll give you an example of what my business looks like. And it hasn't always looked like this. It's something that I had to work towards because I've definitely had times when I was just doing too much and not having a good time, but now my business, uh, is set up in a way that suits me beautifully. So I'm, I'm not client facing before 10:00 AM in my business, or very, very rarely if I choose to be, I'm client facing three days a week. So that means Tuesday, Wednesday, Thursday is when my calendar is open for people to book in to see me. And that's something that I feel, feel like I can manage. So that means Mondays and Fridays I've got time to, uh, go to network, um, meetings, to record my podcast, to do marketing, to create courses, to do all the kinds of stuff that I want to do. And I know that I've created time for myself. I also take around six weeks off per year because I would, I'm in my mind if I'm gonna have a business, I sure as hell want it to be a better deal than if I worked for somebody else. Otherwise, what kind of boss would I be to myself? So I have six weeks of a year. So last year I was in, uh, Bali for a week in April. I was in Europe for three weeks. Uh, during August, September, I went to India for a week in December. Then I had mostly a couple weeks off over Christmas, new Year's as well, which was a bit flexible, but. That's what I create for myself, right? I create a business in that way. My partner works FIO. He works away a lot, so when he's home, I wanna have flexibility to spend more time with him, which I couldn't do if I was in a job, which I couldn't do if I had people booked out in my whole calendar across, you know, six, seven days a week. So my business is set up in a way where I have space where I can speak at events. I get invited to speak at events. I've just been to Bali and I was invited to speak at a women's symposium in Bali. I'm able to take the time off in my business because it's set up that way that I could go and do that. And I've got the time. I can go and travel and sometimes because I travel when I'm not working, sometimes I travel and I work when I'm away.'cause my business is set up that I can do that. So all of this happens and I still have stability. I have stability in my business. And it's all happened by design. It's what I've created for myself, right? My business is being designed to support the life I wanna live. Not the other way round. Okay? I am not here supporting my business. My business is supporting me. This is really important. So lifestyle, when you think about lifestyle, it's not a reward that you can earn later, okay? If you are thinking that, oh, I'm just gonna work until some stage that I can retire. Oh, what a horrible life to live, right? None of us know how long we've got to live. No one, none of us know, and I can assure you, you don't wanna get to the end of your life and look back and go, wow, I'm glad I spent, you know, 70 years of my life, or 60 years or 50 years of my life working just so that I could enjoy the last 10 or 15 years. No, that's a crap deal. Enjoy your life now. Make sure your life is set up in a way that you can enjoy it now, and that's the standard that you design around now. It's much better idea. Don't you agree? And so it is important to note that this all comes before you are making six figures or more. A lot of people sort of in that mindset of, oh. Once I'm making all this money, then I'll structure my life. It doesn't work that way, doesn't work that way when I might, but you're not gonna get there in an easy way. I, I got to six figures definitely before I structured my life this way, but I wasn't having a good time. I, what I was doing was working, I was flat out all the time working'cause I just had all of these things that I just kept adding on because I didn't really know what things I needed to be doing to create what I wanted to create. So I had to then take it all back and pair it all back and get really clear and, and redesign it. And if you don't already have this level of clarity in place, then scaling beyond six figures becomes really stressful instead of feeling spacious and, and it just as you go along, I'm at a point at the moment where I'm going into my next level up and I am. Really looking at the structure in my business because there's some different things that I want to do. So it might not continue looking exactly the same, but it's still gonna be, I'm still gonna put it, design it in a way that suits me. So remember that as well. However you structure your business and your life. Is not a tattoo. It's not tattooed on you. It's not something you have to stick to for the rest of your life. You can change it, but you gotta make sure that whatever point you are in, it supports how you want to be because otherwise. Things, like I said, your life and your business will just feel stressful and getting in. Thinking about having in more clients will feel really heavy for you. Having more demands will feel very intrusive for you. Having more money will feel like pressure, but amount of people that worry about having, making more money because they don't actually haven't thought about how do they actually manage it, so it just feels like trouble and extra stress. That's not how you wanna think about money, and it's certainly not gonna attract money to you. But when you have got a structure that is really solid and uh, you know, supporting you, then growth feels good. Growth feels like it's receiving of resources. And so, you know, this is why you are getting to your first six figures. Cleanly matters so much. It sets the foundation for everything that's going to come next. Now if you are listening to all of this and you're like, oh, yes, okay, that sounds good, and I'd love to do that, but I still don't really understand how to, uh, do it for myself, then please reach out to me as we are right now in 2026. I've got a couple of spots open for people who wanna do some one-on-one with me. So if you are a heart-centered service. And you're like, you know what? I really need some structure in my life and, uh, I wanna build my business in a way that supports me. Then, uh, reach out. This is by application only and, uh, and I'll ask you some, some questions, but if you want to get really clear on your numbers. Get clean around your responsibility and how you structure your business, have some really strong boundaries, and, and know that you are building a business that's actually going to genuinely support your life. Then reach out. So you can reach out by emailing me tony@tonybrad.com. You can, uh, DM me on Facebook or Instagram, LinkedIn, wherever you, uh, you'll find me, Tony Evro and uh, or go to my website, tony evro.com. You can contact me there as well. Uh, but if this series has been feeling like it's speaking directly to you, then this is a sign, right? This is your sign. There was no signing a sign. This is your sign and you'll know. So reach out to me. So I guess in closing, I'm wrapping this up. I want you to really consider this for yourself deeply and know that freedom doesn't come from avoiding reality. Right. Freedom doesn't come from avoiding reality. It comes from measuring it and earning it and designing from it consciously. And then when receiving is safe and your authority is integrated, so you know you are the authority in your life and your structure is clear. Then business starts being something that you manage and it becomes something that supports you. And you know, I'll just finish this. Something else that just popped to my mind is, um, you know, talking about responsibility and freedom is, for a long time I've spoke about that. True freedom is an an absence of responsibility. It's the ease at which you can handle your responsibilities. And uh, and I heard someone talk about this but slightly differently recently, and they said. Don't wish for having no problems because there's always gonna be problems. If you are a human being, you, you are gonna have some kind of problems. That's what we are as creative beings, is we are problem solvers and so don't wish for having no problems, just wish for having better quality problems that you are solving. Okay? It's gonna be a much better problem to solve. How to resolve. Something with a client than it is having a problem of how to resolve having no money. Okay? There's a better, there's always a better problem to solve, and there's always ways to solve it. And you know, this is where sustainable six figure businesses are built. This is where we scale. It's always the learning. Never think that you are trying to bring in more than you can handle. Always know that you are becoming the person that creates the structure to handle the responsibilities that come with having the life that you want. That is the key, my friends, and uh, so thanks for being with me. It's always a pleasure. If this has resonated, share it with someone who you think needs to hear this as well, and, uh, reach out. If I can help, I've got a couple of spots open. Reach out to me and do it today. You never know. It could be just the thing that's going to make a huge impact on your 2026. Bye for now. If you love this episode, you can help me get the message out to more people. Simply leave a review and share this episode with someone who'd love to hear it. Thanks for tuning into the Coaching Circle. I'll catch you in the next episode.