Episode Title: How I Built This with Alan Shapiro

Guest: Alan Shapiro, Food, Portrait & Macro Photographer, New York

We Discuss:

• Alan’s origin story from lifelong storyteller to advertising executive to full-time photographer

• How burnout in a high-pressure creative career led him back to joy through daily photography

• The role of storytelling, transparency, and consistency in building visibility and trust

• Why his most impactful opportunities didn’t come from SEO or email lists, but from showing up in real communities

• The power of documenting what you care about before anyone is paying you

• Working with agencies vs direct clients and how discovery actually happens in 2025

• Pricing with flexibility and integrity instead of rigid formulas

• Why underpricing is almost universal and how Alan navigates it in practice

• The long-term value of relationships over short-term ROI

• Bartering, community support, and “Main Street” marketing as legitimate business strategies

• Imposter syndrome, perfection paralysis, and embracing “perfectly imperfect” work

• Choosing variety over specialization and the tradeoffs that come with that decision

• Why photographers need to stop waiting until they feel “ready” to put work into the world

• Teaching, mentoring, and staying curious as a way to keep growing creatively and professionally

TLDR:

• Alan didn’t build his career by chasing clients. He built it by telling stories consistently and caring deeply about the people and subjects in front of him.

• Visibility came from community, not algorithms.

• Pricing is contextual, relationship-driven, and tied to opportunity, not hours alone.

• Imposter syndrome never fully goes away, but humility and enthusiasm can be strengths.

• Helping others, bartering, and showing up locally still work and often work best.

Resources:

• Website: https://www.alanshapiropho