From Big 4 Director to Freedom Business Owner | Lidia Axe on Courage, Pivoting, and Building a Lifestyle-Centric Business

Many professionals follow the “safe path” — education, corporate career, promotions — only to realize years later they built success but not freedom. They feel stuck in golden handcuffs, working harder every year but living less.

Leaving stability feels terrifying. What if the business fails? What if you choose the wrong niche? Most entrepreneurs either never start… or pivot constantly, chasing trends, platforms, and tactics — and never gain traction. The result? Burnout, confusion, and no clear Freedom Day.

In this episode, Jeff Kikel talks with business coach and former PwC director Lidia Axe, who walked away from a fast-track corporate career after realizing partnership didn’t equal freedom. She shares how courage isn’t the absence of fear — it’s acting despite it — and how building a lifestyle-centric business model, strong habits, and focused execution creates real independence. Lidia explains why most entrepreneurs fail from distraction, how to stay consistent, and why your network — not your niche — may be your most valuable asset.

Key Takeaways:

1. Why corporate success doesn’t always equal personal freedom
2. Courage means acting despite fear — not waiting for confidence
3. The danger of pivoting too quickly instead of improving systems
4. Why solopreneurship still requires a support network
5. How to design a lifestyle-centric business model first — tools second
6. Why execution matters more than ideas in business growth
7. The power of habits in building entrepreneur identity
8. How accountability and focus beat chasing every platform trend
9. Why AI can accelerate creativity instead of replacing it
10. How freedom means choosing what you work on each day

About the Guest:

Lidia Axe helps talented, heart-driven coaches turn inconsistent income into consistent $10K+ months—without sleazy tactics, gimmicks, or cookie-cutter strategies. Instead of telling coaches to “just post more,” they focus on what actually drives results: clear positioning, strong offers, and sales that feel aligned and ethical.

They work with coaches who are stuck juggling a full-time job and a part-time coaching hustle that barely pays the bills, helping them identify the real problem—usually not their skills, but their strategy. Known for honest, constructive tough love, Lidia challenges coaches to stop hiding behind certifications and start building a business that supports the impact they want to make.

Links:

https://www.skool.com/a-zone/about

https://www.youtube.com/@lidiachmel

https://www.linkedin.com/in/lidia-chmel/

Fast Five Questions:

1. If you woke up and your business was gone, you have $500, a laptop, a place to live, and food, what would you do first? “I open my phone book and start contacting people — offer help, ask for projects. Your network is your net worth.”
2. What is the biggest mistake that you have made in business? “Pivoting too quickly instead of improving the same thing. I would abandon it instead of tweaking and experimenting.”
3. What is a book that you would recommend? “Stand the Fuck Out — it gives a practical framework to differentiate yourself in a crowded market.”
4. What is a tool that you use every day that you would recommend? “AI. I really dove into ChatGPT and learned what it can do for me. I’ve uploaded who I am so it speaks my language and writes the way I write.”
5. What is your definition of freedom? “To do what you want, when you want, how you want.”

About Jeff:

Jeff spent the early part of his career working for others. Jeff had started 5 businesses that failed before he had his first success. Since that time he has learned the principles of a successful business and has been able to build and grow multiple seven-figure businesses. Jeff lives in the Austin area and is actively working in his community and supporting the growth of small businesses. He is a board member of the Incubator.Edu program at Vista Ridge High School and is on the board of directors of the Leander Educational Excellence Foundation

Connect with the Freedom Nation podcast at https://freedom-nation-podcast.captivate.fm/

Connect with Jeff:

Instagram: https://www.instagram.com/freedomnationpodcast/

Twitter: https://twitter.com/JeffKikel

LinkedIn: https://www.linkedin.com/in/jeffkikel/

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