Fifteen years after starting my photography business, I can see exactly what I’d do differently, and how I could have built momentum so much faster. Here’s what I’ve learned, and what I want other creatives to know.
Fifteen years ago, I launched my business.
Three years later, I finally left my full-time job in corporate marketing to go all in as a creative entrepreneur.
For those first few years, I was trying to grow my business, build enough confidence, and attract enough clients to make the leap. Looking back now, with everything I’ve learned over the past decade and a half, I can see exactly what I would have done differently to shorten that gap.
If I could go back and restart my business with the knowledge I have today, here’s what I’d change to accelerate that growth from the very beginning.
1. I would niche down sooner
Early on, I almost closed my business because I didn’t have enough work.
I didn’t have an identity as a photographer. I was trying to be everything to everyone, and it wasn’t working. I couldn’t justify the time, energy, or money I was pouring into it.
That changed the moment I niched down. For me, it was into the fitness and sports industries. The more I specialized, the faster things took off. My book of work got stronger, my reputation grew, and suddenly it was hard for anyone to compete with me in that space.
The biggest fear people have about niching is that they’ll lose other opportunities. But the truth? The opposite happens. Once I became known for fitness and sports photography, I still got hired for architecture, portraits, fashion, you name it. But in my niche, I almost never lost.
There are three main ways to differentiate yourself:
- Who you serve (your audience)
- What you offer (your services)
- What outcome you create (your results)
In my early days, I focused on who I served. Later, I evolved by expanding my services and the outcomes I could deliver, such as photo, video, design, PR, and a complete brand marketing experience. That ability to adapt while staying specialized has fueled my business for years.
2. I’d learn business and marketing earlier
When I started, I thought the key to success was simply taking better photos. If I wasn’t making money, I figured my work just wasn’t good enough.
Turns out, my photos were fine. They were commercially viable. Clients were hiring me. The real problem wasn’t my craft, it was my understanding of business.
Most creatives are terrified of marketing. I was lucky that my full-time job happened to be in that field. Without that experience, I’m not sure I’d have built the business I have today. Still, I wish I’d studied marketing earlier, in college, in books, through mentors, rather than assuming my craft alone would carry me.
Your work can be incredible, but if no one knows about it or understands its value, it doesn’t matter. Learning how to communicate that value is everything.
3. I’d focus on relationships, not just a portfolio
For years, I hid behind my computer. I’d redesign my website, update my business cards, tweak my logo, anything to avoid putting myself out there.
As an introvert, networking terrified me. But once I started actually meeting people, introducing myself, showing up at events, flying to New York and LA to meet art directors and photo editors, everything changed.
Every long-term client relationship I’ve ever had started with a real connection, whether that’s a handshake, a conversation, or a follow-up.
If I could go back, I’d start doing that in college. Many of the people I went to school with now run seven-figure businesses or sit in executive roles. Those early relationships can become lifelong collaborations if you nurture them.
4. I’d build systems and processes from day one
When things get busy, it’s easy for details to fall through the cracks. That’s why I eventually built a four-phase system that every project runs through from onboarding to pre-production, production, and post-production.
Now, nothing gets lost. Quality stays consistent and I know my clients feel the difference.
If I were starting over, I’d build those systems right away. They don’t need to be fancy, an Excel sheet is fine at first. What matters is consistency. Systems create trust, and trust creates repeat business.
5. I’d play the long game, not chase vanity wins
I’ve done plenty of projects that looked great on paper but did nothing for my business. TV appearances, low-paying gigs, “great exposure” opportunities…sound familiar?
We convince ourselves these things will lead to something. And sometimes they do. But more often, they just stroke the ego. The dividing line is this: can you clearly see how it helps your business? If you can’t, it probably doesn’t.
I’ve learned to invest my time and energy where the return is tangible, where I can see the growth, the learning, or the direct impact. Everything else doesn’t matter so much.
6. I’d stop letting gatekeepers define my limits
In my early years, I listened too much to people who told me what I couldn’t do:
“Your work isn’t good enough.”
“You should intern longer before charging clients.”
“You’re not ready.”
At the time, those people had more experience than me. I assumed their opinions carried weight. But their advice was often biased: they didn’t want more competition.
Looking back, I wish I’d trusted myself more. Don’t let other people’s limitations become yours. Confidence comes from doing, not waiting for permission.
7. I’d stop undervaluing my work
Even now, fifteen years later, I still catch myself doubting my pricing.
Every time I send a bid, there’s a small panic: “Is this too high?” The only thing that stops me from lowering it is the fear of pricing it too low.
In the beginning, I accepted lowball offers just to gain experience. But experience doesn’t make your work less valuable—it already is valuable. And the sooner you believe that, the sooner your clients will too.
Professional Photography in Phoenix, Arizona
If you’re building your creative business and trying to figure out your next move, I’ve been exactly where you are. Whether you’re looking for mentorship, creative collaboration, or it’s simply time to get in front of the camera yourself, I’d love to help you get there. Let’s connect, share ideas, and create something that moves your brand forward. Contact me today to get started.
