Ina Coveney
Today, I can't wait to introduce you to Tiff.

Tiff Cheng
Thank you so much for having me on this podcast. I can't wait to just share knowledge, information, and for us to have an amazing conversation together.

Ina Coveney
I can't wait to get to know you. So you came very highly recommended by our common friend Debbie. By the way, everybody should go and follow Debbie. Go follow her on YouTube—she is “How Debbie Saves,” and she can help you save a whole ton of money. So, Debbie, we love you, Debbie.

Tiff Cheng
Yes, follow her on Instagram, too. Follow her on Instagram, @howdebbiesaves. We're gonna put her in the show notes because now she's a big part of why we're here. She's just amazing.

Ina Coveney
So why don’t we start by you telling us what you do right now and who you serve?

Tiff Cheng
Yeah, that's a really great question. I definitely think we'll get into my story in a little bit as well. But I am now a brand designer and mentor, and I specifically help content creators build an influential brand online so that they can attract visibility and paid opportunities to their business and their brand.

Ina Coveney
Love it! And I like to go way back. You actually have a story that I believe a lot of people can relate to. Can you share with us a little bit of what your story is like? Tell us, where were you born?

Tiff Cheng
Yeah, for sure. So I was born in Hong Kong, and I moved to Canada when I was three. And I would say for the first few years of my life, it was a very kind of picture-perfect life. I'm an only child, too, so it was my mom, my dad, and me living in a nice house, having just moved and immigrated to Canada. It was literally the dream. But when I was eleven years old, my parents got a divorce, and that was a really big, life-altering moment that shaped a lot of things for me.

Ina Coveney
I’d love to hear more. I feel like I’m probing, but feel free to elaborate. You mentioned a family friend who was verbally abusive to you. If you wouldn’t mind, could you share what that experience was like and how it may have shaped who you are today?

Tiff Cheng
Absolutely. The first family friend that I lived with was great, and we’re still close family friends to this day. But when my parents got divorced, my mom had to find another place for us to stay because we were selling the house. We then stayed with another family friend, and they had an entire family. They put their child on a pedestal, and I always felt very dismissed. They would actually call me stupid or not very smart, even in front of my mom.

I was eleven years old, and that experience of living in an environment where I felt inferior really shaped me. It gave me this constant need to prove myself and strive for perfection, which isn’t always a healthy mindset to have.

Ina Coveney
That experience must have made you work even harder once you got into high school. What were you like during that time? What did you think life was going to be like before you even got into college?

Tiff Cheng
That's a great question. I always wanted to be an interior designer because my mom loved looking at interior magazines. Growing up, I was really inspired by that.

Ina Coveney
And you did end up getting a full scholarship to study interior design, right?

Tiff Cheng
I did, yes! I got a full scholarship, and my parents were super happy. But when I got into interior design school, it wasn't as glamorous as I thought it would be. I was the youngest person in my class and the only one who went straight into the program out of high school. Most of my classmates were older, so it was hard to create friendships.

That feeling of being an outsider resurfaced, similar to when I was in elementary school. And the work itself was very intense—design projects could take anywhere from ten to a hundred hours. A lot of the teachers weren’t very supportive; they were actually very belittling and degrading to students. So I didn’t have the best university experience, which soured my passion for interior design.

Ina Coveney
It sounds like a lot of things weren't going the way you wanted them to. What helped you get through those moments? Did you have a light at the end of the tunnel?

Tiff Cheng
Honestly, I think being an only child taught me to be very independent. I built a strong relationship with myself and developed the mindset to work through things on my own. Even when I was twelve years old, I relied a lot on my internal dialogue and self-coaching to get through tough times.

Ina Coveney
When I spoke to Debbie, she mentioned how you provide branding assets for your clients, which sounds different from a typical coaching program. How did you transition from interior design school to now running a business helping coaches with branding?

Tiff Cheng
That’s a great question. I graduated and started working in the interior design field, but my first job was chaotic. My boss was very abusive—she would throw things and have tantrums. It was insane, and I realized that I didn’t want to be part of that kind of corporate life.

At the same time, I started studying digital marketing and found that I really enjoyed it. I landed a job in digital marketing, where I worked for three and a half years. While working that job, I built my coaching business as a side hustle, helping people with social media and their online presence. As I gained more clients, I started teaching them how to sign high-ticket clients as well.

About a year ago, I left my job to go all-in on my business. Since then, I've leaned more into brand design work because it’s what I truly love.

Ina Coveney
It’s amazing how you’ve integrated your passion for design into your business. Can you tell us about the branding container that you’re running right now?

Tiff Cheng
Sure! The program I run now is called “From Side Hustler to Entrepreneur.” The goal is to give people the skills they need to quit their nine-to-five jobs and build sustainable businesses. I put everything I have into it, focusing not just on business strategy, but also on branding, voice, and positioning. I want my clients to build unique brands that stand out and lead to paid opportunities.

Ina Coveney
That’s incredible. You mentioned that you're transitioning away from this program. Can you share what’s next for you?

Tiff Cheng
I’m pivoting to focus more on done-for-you services like brand and web design. I want to create beautiful, well-designed experiences for people. I realized that I want to fully express my creativity and passion for design, and that’s what I’m choosing to do moving forward.

Ina Coveney
That’s really interesting because most people in the coaching space are trying to move away from done-for-you services and scale group programs, but you’re doing the opposite—shifting from coaching to done-for-you services. Can you walk us through your thought process behind that decision?

Tiff Cheng
Yeah, it definitely took a lot of self-coaching to get to this decision. The reality is, I’m probably leaving a lot of money on the table by transitioning into done-for-you services. As a coach, I could easily put out a group coaching offer, fill it up, and have a $20,000 or $30,000 launch.
But when I thought about the longevity of my business and my life, I realized I don’t want to have evergreen programs or be on coaching calls every day. My personality thrives when I can focus and work in my own zone.
So if anyone listening feels like they’re forcing themselves into a business model that doesn’t align with them, I encourage them to ask themselves two things:
What are your true desires?
What are your values for your life and business?
Because you can build a seven-figure coaching business and be miserable, or you can have a multiple six-figure business that brings you joy and fulfillment.

Ina Coveney
That’s such a powerful perspective! Now that you’re shifting your business model, let’s do a little pros-and-cons exercise for anyone on the fence between coaching and done-for-you services. Let’s start with coaching—what are the pros?

Tiff Cheng
Great idea! So, the pros of coaching:
Low barrier to entry. You can wake up one day, call yourself a coach, and start.
Easy to create offers. Most coaching offers follow a simple model—three-month program, weekly calls, etc.
High-ticket potential. You can start charging premium prices early on.
Income stacking. You can build a six-figure business relatively quickly by layering offers.
Not trading time for money. Unlike done-for-you services, where you're actively doing work, coaching mostly involves calls and occasional support.

Ina Coveney
And now, the cons of coaching?

Tiff Cheng
It can feel like an MLM. Sometimes, coaching feels like a pyramid, where coaches are coaching other coaches on how to be coaches.
Lack of differentiation. Many business models look the same, making it easy to copy others.
Blurring the line with therapy. Some coaches cross into therapy territory without proper training.
Burnout potential. Even though you’re not trading time for money directly, the constant emotional energy required can be exhausting.

Ina Coveney
That last one is huge. Coaching is an emotional business, and if you’re not careful, it can drain you. Now, let’s flip the script—what are the pros of done-for-you services?

Tiff Cheng
Customizable offers. You can tailor services to each client instead of fitting them into a structured coaching program.
More creative freedom. Especially for designers, writers, or strategists, you get to create unique work rather than following a coaching script.
Easier to differentiate. Instead of competing with every other coach, you can build a unique style and niche.
Clear, tangible deliverables. Clients get something concrete—a brand identity, website, content strategy—rather than just guidance.

Ina Coveney
And the cons?

Tiff Cheng
Trading time for money. You’re actively doing the work, so your earnings are tied to the hours you put in.
More effort to stand out. The market is saturated, so you need a strong portfolio and unique approach.
Harder to get started. Without testimonials or a portfolio, it’s tough to gain trust.
Scalability challenges. Unlike coaching, where you can serve multiple clients at once, done-for-you services often require one-on-one time.

Ina Coveney
That last one is something I wanted to touch on—scalability. Since done-for-you services are so hands-on, do you see yourself growing a team or agency in the future?

Tiff Cheng
That’s something I’m still thinking about. Coaching businesses can scale with a small team, but done-for-you services typically need more manpower.
Personally, I don’t see myself running a 10- to 20-person agency. Maybe a small team of two to three people. And I’m okay with that—I don’t feel the need to hit seven figures if it means sacrificing the lifestyle I want.
Some people want to scale endlessly, but I’d rather have a multiple six-figure business that I love, where I can treat my team well and still make an impact.

Ina Coveney
I love that perspective! Now, let’s talk about misconceptions. What’s one thing people assume about you as a successful businesswoman that isn’t true?

Tiff Cheng
People assume I’m always this bubbly, high-energy person. And while that’s part of my personality, I have days where I don’t want to get out of bed. Just this morning, I was struggling to get up!
When I’m off the clock, I’m in my onesie, eating potato chips, cuddled up with my dog. I think people forget that entrepreneurs are human, too.

Ina Coveney
That’s so relatable! Okay, final question—if everyone listening had to take action within the next 24 hours, what’s one thing you’d tell them to do?

Tiff Cheng
I would say, whatever your social media platform of choice is, create something that is a full, unfiltered expression of you. Be bold, be honest, and let people see the real you.

Ina Coveney
I love that! Tiff, this has been such an amazing and genuine conversation. Thank you for being so open about your journey. I know so many people will benefit from hearing this.
How can everyone find you, follow you, and see what’s happening next in your business?

Tiff Cheng
You can find me on Instagram @itstiffcheng and on my website, itstiffcheng.com, where you can see all the ways to work with me—coaching, done-for-you services, everything. And I also have a podcast called Become an Entrepreneur as well.

Ina Coveney
Perfect! We’ll put all those links in the show notes so everyone can check them out. Thank you so much for coming on The Global Phenomenon! You’re awesome.

Tiff Cheng
Thank you so much for having me!