The conversation explores the strategic approach to building a business from scratch in 2026, focusing on intentional planning, portfolio building, online presence, pricing strategy, and marketing. It provides insights into the challenges and strategies for new artists and small business owners, emphasizing the importance of client experience, networking, and brand alignment with personal values.

Takeaways

• Building a business from scratch in 2026
• Strategic and intentional business planning

Chapters

• 00:00 Starting a Business in 2012
• 10:12 Establishing Online Presence
• 16:29 Marketing and Networking

The conversation explores the establishment of a referral partnership between Lydia and Nicole, addressing the challenges in the photography industry, formalizing the partnership, pricing, mentorship, logistics, trust, the difference between referral partnership and associate photographer, conversion rate, and client interaction. The key takeaways emphasize the success and importance of referral partnerships, as well as the significance of effective communication and trust in such collaborations.

Takeaways

• Referral partnerships can be a successful and mutually beneficial collaboration
• Effective communication and trust are essential in referral partnerships Referral partnerships can be a form of customer service and trust is essential in such collaborations.
• Adobe Camera Raw is a preferred editing tool for some photographers, offering a streamlined workflow without the need for catalogs.

Chapters

• 00:00 Establishing the Partnership
• 05:50 Challenges in the Photography Industry
• 12:07 Pricing and Mentorship
• 16:51 Logistics and Trust
• 21:52 Referral Partnership vs. Associate Photographer
• 30:30 Vetting and Sussing Out Leads
• 37:46 Client Acquisition Cost and Referral Fees
• 47:24 Photography Gear and Shooting Preferences

The conversation delves into the challenges of running a luxury photography business in a rural area, addressing the conundrum of defining luxury in a non-luxury environment. It explores marketing strategies, high-touch customer experiences, business models, pricing challenges, and the gradual pivot to a luxury business. The discussion also touches on the realities of client loss and the gradual transition to higher pricing. The conversation delves into the value of the photography experience and the challenges of marketing to a luxury target in a rural area. It also explores the perception of higher price service providers in the local industry and the transition to a higher price point.

Takeaways

• Rural luxury business challenges
• Pricing and positioning in a rural area Value of the photography experience
• Navigating client preferences

Chapters

• 00:00 Introduction to Rural Luxury Business
• 06:06 Marketing and SEO Strategies
• 17:04 Challenges and Realities of Pricing
• 26:08 Pivoting to a Luxury Business
• 32:20 The Value of the Photography Experience
• 48:04 Perception of Higher Price Service Providers in Local Industry
• 55:18 Transitioning to a Higher Price Point

Guest: Aislinn McKenna, former luxury wedding photographer turned multiple six figure coach (Colorado based)

We Discuss:

• Why “more money in the hands of good people” matters
• The difference between money mindset and financial literacy (and why you need both)
• Weekly money dates and “normalizing” the number in your bank account
• Redefining what “zero” means so you move differently
• Why photographers get stuck in industry narratives (feast or famine, “booking is weird,” etc.)
• The unsexy basics that create confidence: cost of doing business, cost per client, projections, CAC
• Practicing your numbers out loud so you can say them without flinching
• How to raise prices with repeat clients without creating resentment
• How to make more money without simply raising prices (offer suite shifts, tiers, client exclusive days)

TLDR:

• If you don’t know your numbers, it’s hard to stand behind your prices.
• If you do know your numbers, confidence becomes a skill you can practice.
• You don’t have to burn down your business to make it more profitable. You can restructure your offer suite so it’s a win for you and a win for your clients.

Links + Resources:

• Find Aislinn: Instagram @aislinneileencoaching
• Website: aislinneileen.com

Guest:
Hayley Fisk, Beauty and Product Photographer and Videographer, LA
Founder of The Anxious Photog
Represented by Rebel Brand Management

We Discuss:

• Hayley’s path from art school to commercial photography
• How retouching shaped her shooting career and helped her become an all in one creative
• Why she pivoted away from fashion clients and built a home studio right before the pandemic
• How remote shooting became a scalable business model for product and beauty work
• Budget reality in commercial photography and why “a big budget” disappears fast
• Talent sourcing, production partners, and how inclusive casting actually works with brands
• The importance of being calm and grounded on set
• Life coaching vs therapy and how mindset impacts marketing and outreach
• Spec work and portfolio alignment as the fastest path to better clients
• AI fears, real world usage by brands, and how photographers can respond without denial
• What success looks like now, including retainers and long term partnerships

TLDR:

• Hayley built her business by creating the work first, then pitching it like it was already real client work
• Remote product photography can work almost anywhere if you have systems and can earn trust
• A calm, confident presence is part of the product when brands are spending serious money
• Mindset affects everything, especially your ability to market and sell without desperation
• AI is already here, so the move is learning how to use it well and integrating it strategically

Resources:

• Hayley’s photography site: www.hayleyfisk.com
• Hayley’s coaching site: theanxiousphotog.com
• Instagram: @hayleyfiskphoto

Episode Title: The Human Algorithm: Networking as a Photographer with Tiffany Crenshaw

Guest: Tiffany Crenshaw, Animal House Photography, North Alabama

We Discuss:

• Why Tiffany calls networking “the human algorithm” and why it still beats chasing social media trends

• How her background as a second grade teacher shaped her relationship building skills (and her business success)

• Moving to Alabama on March 1, 2020 and building momentum anyway through virtual coffee dates

• The “client adjacent” strategy: building relationships with doulas, small business owners, and other connector people

• How one small market turned into years of high value repeat clients (including a $6,000 family purchase)

• Why people skills matter as much as photo skills, and how client experience starts before the session even happens

• What actually works at booths and vendor events: samples, albums, wall art, and making your setup stop traffic

• Using QR codes and email list tags to track where leads come from and follow up intentionally

• Getting creative with in person visibility: iPhone photo classes, beginner camera workshops, pop ups, and client events

• How Tiffany thinks about quarterly goals for in person networking and how she audits events before committing

• Real talk about confidence dips after price increases and why timing matters (January vs fall)

• Tiffany’s membership model and how repeat clients create predictable income and less work

TLDR:
Tiffany Crenshaw breaks down why in person networking is one of the most underrated marketing strategies for photographers. From coffee dates with “client adjacent” professionals to vendor events, workshops, and client appreciation experiences, Tiffany shares practical ways to become top of mind in your community without relying on algorithms. If you want more aligned clients, better referrals, and a marketing strategy that actually feels sustainable, this one will hit.

Resources:

• Follow Tiffany’s business education on Instagram: @TiffanyCrenshawEdu

• See Tiffany’s photography work: Animal House Photography

• Tiffany’s group coaching program: Booked and Balanced (starts January 8)

Episode Title: How I Built This with Rachel Larsen Weaver

Guest: Rachel Larsen Weaver, Family Photographer (Long-Form Sessions), Washington, DC area

We Discuss:

• Rachel’s early career in restaurants and teaching and how those skills translated into photography

• Starting photography through blogging and realizing “documenting” is different than being hired to lead and create images

• Building a business without a template and why that actually helped her develop a distinct voice

• The 2019 educational turning point that clarified her creative direction

• Why mini sessions flopped for her and how that failure pointed her toward long-form sessions instead

• How long-form sessions took off and became a defining offer in her business

• Navigating mentorship, including a harmful experience that shaped her commitment to inclusive, affirming work

• Choosing educators and coaches wisely and why “great photographer” doesn’t always equal “great teacher”

• The role pricing plays in attracting aligned clients and protecting the experience

• Why she shoots almost exclusively on film now, and how that supports her workflow and profitability

• Hiring an assistant and how that changed her capacity, consistency, and creative energy

• The “loving gaze” concept and how she trains her eye and heart to see people with depth and dignity

• Lightning round topics: systems, film preferences, business decisions, time freedom vs financial freedom

TLDR:

• Rachel built her business by getting her reps in, honing her voice, and making offers that match how she actually likes to work.

• A mini-session flop became a turning point that pushed her toward long-form sessions, which booked fast and fit her clients better.

• Pricing, clarity in marketing, and a values-forward approach helped her attract clients who are invested in the experience.

• Shooting film and outsourcing scanning simplifies her workflow so she can spend more time photographing and marketing.

• The way she sees people is not accidental. It’s practiced, intentional, and foundational to the work.

Resources:

• Learn more about Rachel: https://www.instagram.com/rachel.larsen.weaver/

• Book mentioned: Beauty: The Invisible Embrace by John O’Donohue

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

Episode Title: How I Built This with Becca Lueck

Guest: Becca Lueck, Becca Jean Photography

We Discuss:

• How Becca got started in photography and what her early business looked like

• The decisions that shaped her growth and the ones she would do differently

• How her brand and offers evolved over time

• The behind the scenes systems and boundaries that support her work today

• What sustainability actually looks like at this stage of her business

• Advice Becca would give photographers building their own version of success

TLDR:
Becca Lueck shares the real story behind building Becca Jean Photography. From early experimentation to refining her offers and workflows, this conversation pulls back the curtain on what it actually takes to grow a photography business that works long term. If you love honest conversations about building something steady, intentional, and aligned, this episode is for you.

Website: https://beccajeanphotography.com

Episode Title: How I Built This with Maddie Peschong

Guest: Maddie Peschong, Maddie Peschong Photography & Co-Founder of White Space Studio, Sioux Falls, SD

We Discuss:

• How Maddie transitioned from corporate marketing to full-time photography

• The early mistakes that shaped her business model and the turning points that made it thrive

• Building community and collaboration through White Space Studio, her shared studio concept

• How systems and boundaries became the backbone of her business growth

• Creating educational offers and coaching programs that serve both new and established photographers

• The mindset shifts that allowed her to scale without burnout

• Why Maddie believes every photographer should think like a CEO, not just a creative

TLDR:
Maddie Peschong shares the real story behind building her multifaceted photography business—from her first shoots to leading a thriving studio and education brand. She opens up about the systems, boundaries, and mindset work that helped her turn creative chaos into long-term sustainability. Whether you’re in the messy middle of your business or dreaming about your next pivot, Maddie’s story will leave you inspired to build something that truly fits your life.

Resources:

• Learn more about Maddie’s coaching programs and templates: https://maddiepeschong.com

• Follow Maddie on Instagram: @maddiepeschong

• Explore White Space Studio: https://whitespacesiouxfalls.com