Creating stronger businesses by building strong systems and stronger people
At Blue Amber, we’re fortunate to work alongside businesses that create real, lasting impact — not just in numbers, but in people’s lives. Intelligent Directions is one of those businesses. Led by a deeply values-driven founder – Anthea Stevanovic. Intelligent Directions helps business owners build strong, sustainable businesses that support the life they actually want to live. We’re proud to share their story.
Let’s dive into what I know will be an inspiring spotlight….
Welcome, Anthea – first, please tell us about your business and what you do
“Very simply, we are business consultants — but I feel we’re so much more than that.
We primarily work with builders and tradies, and a large proportion of our clients are men. We specialise in helping them design what they would consider their ideal business. What we see time and time again is that once the business is aligned and working properly, every other area of their life improves too.
Business is a direct reflection of who you are and how you are ‘being’ in the world. As a business owner, you directly influence the results you create. The work we do can be confronting at times, because the areas that aren’t working in the business often mirror areas where growth is needed personally. While that can be challenging, it’s also incredibly rewarding.”
And is there a meaning behind your business name?
“Intelligent Directions is literally about creating an intelligent path forward — doing things the right way to achieve the best possible outcomes.
And honestly… I just really liked it.”
How did you get started in your industry?
“I started my career straight out of university, although I did begin uni later than most. Leadership and people management came naturally to me – even as a teenager. I was a manager at McDonald’s at just 15 years old, because I was good with people and getting things done.
I moved into retail management, where I was given a high level of autonomy and trust. I grew a business from a $250k turnover to $1 million within 12 months by building systems, analysing performance, and understanding what was selling, and why. I used that information to promote the right merchandise and made it a profitable business.
During that time, I completed a Bachelor of Business and Commerce, majoring in Management. I’ve always been naturally drawn to systems and helping people perform at their best.
Since I was three years old, I felt a deep sense that I was here to help people live the best possible lives they could live. I was aware at this age that there was a lot of suffering in the world and wanted to help. I wanted to make a meaningful impact. My first aspiration was to become Australia’s first female Prime Minister. I looked at the system and as the Prime Minister is at the top, I thought that was the best position to help the most people so that is the job I wanted. I didn’t understand what politics was.
When I graduated, I didn’t know what I wanted to do.
I acknowledge that business was easy for me, I grew up in a family business and was always surrounded by that. I didn’t believe the corporate world was the right place for me because I wanted to effect actual change and I’m not good with red tape, bureaucracy or rules.
I began working for a small consulting firm – a family business. I was the first person they had hired outside their own circle, and there were a lot of stages to get through before I was offered the job.
After 12 months, I was head of consulting and responsible for 300 clients. I was 24 years old.
A year later I became General Manager. I was really thrown in deep end, given lots of responsibility and learned so much because of the exposure, gaining heaps of experience very quickly.
I thought I would work there forever, but the business later closed, and everyone was made redundant, I found myself at a crossroads. I had the choice to start my own business or join a new company.
After a brief role in construction, I founded Intelligent Directions in 2017.”
What has your journey been like?
I’ve been very fortunate. My husband, Aleks, is incredibly supportive, which has made a huge difference.
When I decide to do something, I commit fully, and make things happen. While I’ve faced challenges, like any business owner, overall, my journey has been smooth, fulfilling, and genuinely beautiful.
What has been your favourite part of your journey?
Without a doubt, my clients.
I have a deep connection with each of them that goes beyond a purely professional relationship. Watching people grow, succeed, and step into who they’re meant to be is incredibly special.
I also love the community aspect. I run a monthly business owners’ forum where the same group regularly comes together to support one another. There’s a real sense of care and belonging.
How would you describe your leadership style?
“I’ve softened a lot over the years, though I still have very high standards and expectations.
I lead with empathy and always put the person first. I’m collaborative by nature – even when I have a clear vision, I bring people along on the journey, because I want to see them succeed.
Ideally, I want everyone I work with to become better than me – more skilled, more capable, and more confident.”
What makes Intelligent Directions stand out in the market?
“Me – my values and my purpose.
The way I do things is very different to a traditional business consultant.
I combine my proprietary proven structure and methodology, delivering results for every client I’ve worked with, with a deeply human, empathetic approach.
I also rely heavily on my intuition. I believe it’s very powerful to trust in what we sense, even when we can’t logically explain it.”
Please share your purpose and aspirations for the business.
“My purpose is to help as many people as possible create their ideal business and life.
I feel business owners are in a unique position to positively impact so many people – their staff, suppliers, clients, and families. When a business owner is strong and fulfilled, that positive ripple effect is powerful. They can then go out into their world and create positive change.
When they’re not, the negative impact can be huge.
I also want to see small and medium businesses remain a strong part of our economy – especially in a climate where it’s becoming increasingly difficult for them to succeed. I want to help as many business owners as possible to create a stable and thriving business.”
How would you describe your core values?
“At our core, we exist to serve others. Authenticity is everything – doing what we say we will do, being honest, open, and genuine in all interactions.”
What drives you every day?
“My clients. The people we are working with and the work that we are doing together.”
What feels most important about the service you provide?
“The impact we have. The results we create.
The work we do literally changes people’s lives. Business and life fundamentally entwined and almost impossible to separate – when a business is struggling, it consumes everything. Sometimes, when a client comes to me, I’m their last resort. They are in a tough spot and don’t know where else to turn. That responsibility is enormous, but it’s also an honour and a privilege to work with people so intimately and be a part of their success. It’s incredibly rewarding.”
What challenges have you faced along the way?
“Like any business owner, I’ve grown and changed significantly over time. I’m a different person today than I was yesterday and definitely different to 10 years ago. My biggest challenge hasn’t been business-related it’s been my health.
Learning how to run a business while managing significant health challenges forced me to surrender control and adapt. I had specific goals and then I was thrown a curve ball. Having to let go of how I thought things should unfold, finding a new way forward, and being ok with things not happening the way I planned has been a big challenge.”
What advice would you give others facing similar challenges?
“If your business relies on you, you have a job and not a business. You can’t deal with anything else that comes up. Not only for managing health, but life, you should get to a point in your business where you don’t need to be there all the time. We do this through systems and documenting processes.
My piece of advice would be to create a business that can run without you. You will have freedom and flexibility.
In 2021, when I was suddenly paralysed, I had just hired my first staff member a few weeks earlier. With no consulting experience, she was able to deliver parts of our program by following our documented systems. That experience reinforced just how powerful good processes are.
I had no heads up this was going to happen to me – the universe aligned with just hiring. I was able to give minimal guidance, and Niki was able to deliver to our clients.”
What’s the best piece of feedback you’ve ever received?
“We get lovely feedback all the time, however, I saw a client at Christmas, and he told me that when we started working together, he thought we’d just be improving his business, but instead, his entire life changed for the better, and he was so thankful. He jokingly asked what kind of “witch” I am.”
How do you define success?
“Success for me is the impact we have, the results we produce for our clients, and the growth of our team.
If I look at Niki, she has grown so much in the time she has been with me and that feels great too. I love watching her evolution. She never wanted to be client facing, just wanted to do admin, and she’s now taking on clients and delivering the program.”
Is there anything else you would like me to include that I have not asked?
“I feel so fortunate that I get to do what I am doing, and that I love what I am doing. I get to meet, and work with such inspiring people through the business. I would not have the life I have now if it wasn’t for the business and I am very thankful for that every day.
I know it is a fortunate place to be, as not everyone feels that way about their work.”
We’d love to ask you a few questions about Blue Amber and the service we provide for you…
Firstly, what were you looking for in a bookkeeping service?
“Someone I could trust. I have seen so many disasters when it comes to business finance functions. Knowing that it would to be done properly and be compliant was a great reassurance. That I would not need to be involved to check things. When I outsource, I expect they will be at the top of their game and not need my input otherwise I may as well do it myself.”
What made you choose Blue Amber Bookkeeping?
“Knowing Lucy and how she operates and her standards. Knowing the values of her business and that Blue Amber was ISO certified, which means processes and standard operating procedures were in place. We share a love of systems and processes, so I knew the results were going to be exactly what I needed.”
How would you describe the value of Blue Amber in one sentence?
“Excellent.”
How has Blue Amber helped you be more successful?
“Your team has taken the entire bookkeeping burden off my plate. It’s freed me to focus my energy where I create the most value – and that has directly contributed to the success of Intelligent Directions.”
Despite Anthea’s health issues that would have put most business owners out of action for the best part of a year, she refused to succumb and her business goes from strength to strength, as does the business of her loyal clients. Anyone looking for a different kind of business advisory would definitely benefit from a conversation with Anthea.
