Creating the Three Tiers of My Small Business

I’ve always wanted to do a lot of different things. To learn about a lot of different things. To experience a lot of things. To create many different things. 

It’s always been in conflict with the business advice I routinely receive that I should pick one thing and focus only on that. That is the key to success.

It has always felt like an unadventurous decision to me. A recipe for becoming bored with what you do, day in and day out. 

I tried it. And as expected it didn’t work. And fortunately, around that same time, I started to run into more and more people who do a lot of different things. 

What I realized is that I did need a base, a focus. But from there I could branch out - I could create different types of photography, offer different types of courses, do commissioned shoots, and sell prints. 

It just all needed to relate back to my core mission for my business. Which is what I had to spend some time figuring out. 

I created three words or phrases that reflect why I do the work that I do. 

Freedom. Better system. Inspire pause. 

Freedom relates to my time and the flexibility in my schedule. I can work three 10-hour days, seven 5-hour days. Work remotely while I travel. Overwork for 2 weeks to start the month so I can travel the following two weeks. 

I’m not afraid of work and don’t strive to maintain a 20-hour work week or a month of vacation each year. I just enjoy being able to push hard when I want or need to, and pull back when I want or need to. 

Better system relates to who I serve. I enjoy helping those who create a better system for the foods we consume and the goods we buy with the work that I do. Food and drink companies, agriculture boards and councils, and artisans are examples of those I enjoy working with most. 

Inspire pause relates to what I create and what I teach. I have one goal for all of the photos I create, for them to inspire pause. For others to stop for even a split second and think - that’s beautiful, I want to learn more about that, I want to travel there, or even simply, I bet that tastes good. My goal with teaching is to show others how to inspire pause themselves. 

With these three things at the core of my work, it allowed me to categorize the work that I do. 

Commissioned work. Teaching. Affordable stock photography. 

Commissioned photography. Whether it’s recipe shoots, product shoots, or for editorial and books, this type of work through my company Fake Food Free Productions sustains my business so that I can maintain that freedom. It also allows me to work with those creating a better system. 

Courses and workshops. It turns out I’ve always been a teacher, even though I didn’t see myself as one. It started with teaching group exercise and personal training when I was in college. Then I created health curricula and lead trainer-the-trainer events as well as cooking workshops when I was working in public health. I didn’t realize how naturally it came to me until I started my CreatingYOU.® family of courses and workshops by teaching my Confused to Confident: Food and Product Photography for Food Makers, Growers, and Artisan Creators that helps small business owners create their own photos. 

This work leads back to helping those who are creating a better system. It also allows me to focus on my creative work to inspire pause and to help others do the same. 

Affordable stock photography. My third tier is something I created to help those who don’t fall into the first two categories. My Farm Fresh Photos monthly membership is intended to help those who can’t yet afford to hire someone like me for a commissioned shoot and who also don’t want to take their own photos. I get to stay creative and true to my inspire pause mission with my photos and help those creating a better system with affordable photos that they can use for digitally marketing their businesses. 

Doing a lot of different things can definitely feel disorganized and overwhelming. But it’s settling in on the key things within your mission that’s important. Who do you serve or want to serve and why are you doing this work? Once you have that, outline the things you want to do in a way that ensures they push that mission forward. 

When each thing you do leads back to your overall mission, then you know that each has value and the time you put towards each is worth it. 

Essentially this how you give your work focus without feeling forced to do only on one thing.

Product Photography on the Product Powerhouse Podcast

There is nothing better than when you get to be on a podcast and during the interview you realize just how much you click with the host. That was my exact experience talking about product photography with Erin Alexander on the Product Powerhouse Podcast. 

The episode is Using Product Photography (and more) to Grow Your Product Shop and I’m thrilled with what a resource it has turned out to be! There is so much valuable information inside this 36 minutes. 

We talk about:

• A short intro about how I went from a nutritional scientist working in academia and public health to being a food and product photographer and stylist.
  

• Why it’s okay not to outsource everything. Photographing your own products can serve as a creative outlet you enjoy.
  

• Why narrowing in on your style is important whether you take your own photos or hire someone else to do it for you.
  

• Types of photos that are important for your small business beyond individual product photos.
  

• How it’s possible to create beautiful photos and not be that into expensive gear.

• Time management and tips for making the time to build your skills for photographing your own products. 

Head over to the Product Powerhouse Podcast to listen or find it on your favorite podcast platform such as Spotify. 

Even if you don’t listen to this one, I highly recommend checking out Erin, Product Powerhouse, and the valuable resources she has for creative product-based businesses.

Finding Where You Fit With Photography and Styling

The other day, I watched a photographer I admire pack her gear for an on-site commercial shoot. There was so much stuff. All I could think was - no thanks.

Yes, all of that stuff was necessary for her. But do I want to photograph for billboards? It turns out that I’m pretty happy photographing for trade show displays, websites, food media, and the occasional supermarket promotion. 

On the flip side of this, someone commented on a past YouTube video of mine where my props were visible behind me - Oh, wow. You have so much stuff! Do I have to have that many props to create food photos? I don’t want that many props!

Not at all. High-quality print campaign photos can be created with a number of different professional cameras and lenses that you know how to use well. Beautiful food photos can be created with only a handful of props. 

The point is that viewing my process from the first photographer - I use way too little. 

Viewing from the perspective of the commenter on my video - I use way too much.

What’s important is that I’m super happy where I am. I know where I fit. 

Finding this spot took a lot of time, a lot of moments of feeling inferior. 

You don’t have to go through that. Do what I didn’t have the knowledge to do when I first started out, and give some thought to where you want to be. Where do you fit? Grow your skills there and the confidence in your work will follow. 

These are a few things I know about myself and my work as a photographer and stylist:

I don’t use a lot of gear.

I’ve encountered plenty of outstanding photographers who use minimal gear for many different reasons. They want to travel light. They can create what they what to create with what they have, there’s no reason to use more stuff. On the other hand, there are plenty of markets and types of photography that require advanced gear. 

The beauty of it is that you get to choose what category you fit into and how you want to pursue your own work. No one else. 

I prefer natural light and use it 95% of the time. 

This is a hot topic, specifically in food photography. I’ve read comments on photography message boards saying you’re not a professional food photographer if you don’t use artificial light. I’ve seen Instagram ads promising me that using artificial light will make my life so much easier. 

Can I use artificial light? Yes, in a minimal way. Do I want to? No. Not unless it’s absolutely necessary. I like the patience, challenge, and truly unique style natural light gives to my photos. I also get to work in a brightly lit, mood-boosting studio all day instead of a dark room. 

You can do either or both. Lots of types of photography that use natural light - on-farm, outdoor events, landscape, travel, weddings, branding, some interiors, street, architecture… 

Whatever you choose to use and excel at does not make you any less of a photographer. Don’t let anyone make you feel that way.

I am a stylist and photographer.

Many photographers are not stylists. You don’t have to be both. Most commercial and advertising shoots have teams of professionals all with a very specific role. 

I love styling and I prefer to style my own shoots. I love working alone at my own pace. At the same time, it can also be fun to work with others. All my client work requires some type of team effort, whether it’s art direction, campaign playbooks, color schemes, mood boards, or final photo decisions being made via phone calls, emails, or Zoom video calls. But personally, I do my very best work when I have the freedom to create alone based on what my client needs. 

Not everyone is like this. Others prefer to be around a team at all times. Again, the best part is you can choose how you work. 

I know my limits.

I like working alone and that means I have to know my limits. Intricately decorated cakes and pastry art are not my strengths. I’ve taken them on before and it led to more frustration than it was worth. I usually turn them down. If it’s a shoot I don’t want to pass up, I’d hire someone to help create or style the cake. Same with ice cream. It’s a tough subject alone (speaking from experience) so now I usually avoid it. 

Limits are something you can only learn with time. You have to step out of your comfort zone and even fail from time to time to find what is right for you. I feel like when I turned that point where I could say this is what I can do, and no, I don’t do that, my confidence in my work grew even more. 

Your turn. What are four things you can say about your photography and how you work? Say them with confidence and pursue them. Also, be flexible. They may change over time.