My brother owns a talent company in Los Angeles, and I once asked him what he did for his clients. He thought for a while, then said, “I manage their expectations.” 

He went on to explain that a lot of writers and directors - the types of clients he represented at the time - go to Hollywood with big dreams. They have talent, ideas, and are willing to work hard to get where they want to go.

Unfortunately, so do thousands of others - and studios only have so many shows they’ll produce each year, which means the spots at the top of success are few and far between. It takes time to earn one. In my brother’s line of work, that means years, maybe even decades of putting in your dues before you get the rewards you want.

That’s a tough sell, because Americans love an overnight success story. We think it happens all the time (which it doesn’t). Most people worked their way up the ladder for years before getting any recognition. Years.

Just because you (or some journalist or influencer) found out about them only recently doesn’t mean they started recently. 

I see this all the time in the wedding industry. The need for immediate gratification. Short-term thinking. A general lack of patience. I get it: We all want to win with our businesses. But this is an infinite game that takes years to even learn the rules.

I remember hearing Bryan Rafanelli on the main stage at my first Engage back in 2013. He said he took every opportunity that came his way for the first 10 years, till he was full. Ten years. That’s how long it took him to fill his calendar with a steady stream of clients at luxury levels.

For the record, I was listening to him 17 years after he started his company. 17 years.

When I first heard Bryan talk in 2013, he was three years past his biggest break, which was planning the wedding of Chelsea Clinton and Marc Mezvinsky. You know who else worked with him on that wedding? Today’s guest for my podcast, Gigi de Manio. 

For the record, she had been photographing for 20 years - 14 of those in the wedding industry - before she became a household name. 

Today, Gigi and I talk about hitting singles instead of home runs with your business. Swing for the fences every time and you’ll end up striking out. Success in the wedding industry is a long game, one that takes time to develop talent and hone your skills and put yourself in a position to win big when it matters most.

I hope you find as much inspiration and information on how to build a career in the wedding industry as I did in this conversation with Gigi.