ABOUT
My goal is straightforward – to help serious business owners generate more clients!
Shenard Byrd — The Discernment Coach
Founder of Total Control Consulting and creator of The Discernment Advantage
Shenard Byrd is an experienced business strategist and The Discernment Coach, known for helping leaders and entrepreneurs cut through noise, overcome decision fatigue, and grow with clarity, purpose, and profit.
With over 20 years of experience in banking, executive leadership, marketing, business consulting, and operational risk management, Shenard has guided organizations through the complex challenges of operations, growth, and transformation. His strength lies in blending big-picture strategy with practical execution—helping businesses make decisions that reduce waste, accelerate profit, and unlock sustainable success.
As the founder of Total Control Consulting, Shenard developed The Discernment Advantage—a philosophy and framework that positions wise decision-making as the most significant competitive edge in business. He equips business owners with the tools, systems, and strategies to make fewer but better decisions across the Four C’s of business growth:
Capitalization – Strengthening financial decisions through profit growth, cost control, and access to capital
Capabilities – Developing leadership, skills, and resources to maximize business potential
Capacity – Expanding time and efficiency through AI, automation, and smart outsourcing
Connections – Building the right networks, branding strategies, and marketing channels to grow wisely
Shenard’s proprietary D.I.S.C.E.R.N. Methodology offers a step-by-step approach to decision-making, helping business owners define problems, investigate options, strategize solutions, capitalize with confidence, expand capacity, refine capabilities, and navigate the next steps with clarity.
Unlike traditional coaching models that rely on theory or one-size-fits-all advice, Shenard integrates his faith-based values, corporate expertise, and entrepreneurial experience into a practical system that removes analysis paralysis and empowers leaders to move forward with confidence.
Whether guiding executives to sharpen their leadership, helping small business owners scale profitably, or coaching entrepreneurs through transitions, Shenard’s goal is the same: to help people make the right decisions, at the right time, for the right reasons—so they can lead with clarity, control, and peace of mind.