How to Grow a Creative Business Without Niching Down

Why “pick one thing” advice isn’t the only path to success.

For 12 years, I’ve been told to niche down.
Pick one thing. Pick a lane. Be known for something.

And for 12 years…I couldn’t do it.

Not because I didn’t try. But every time I attempted to shrink myself into a niche, it felt like I was leaving behind essential parts of me.

I enjoy what I do, and I do a lot. Styling. Photography. Recipe consulting. Author. Project management. Social media and ad strategy. Illustration and pattern design. Teaching. Each one brings me joy in its own season. I didn’t want to pick just one. I wanted a creative business I could love long-term.

When “Niching Down” Feels Like Shrinking

Ever get that dreaded “So, what do you do?” question and feel completely stuck? Not because you don’t know, but because you know too much? Same.

Focusing only on photography? I start craving the quiet rhythm of writing. Deep into writing? Suddenly, I’m itching to style a set and shoot.

Trying to run a creative business that only highlights one of your talents can start to feel like a cage, not a canvas.

Growing a Creative Business as a Multi-Passionate (Even if You Hate That Word)

Here’s the thing: growing your business doesn’t have to mean getting smaller.

It can mean getting clearer about what lights you up, how your skills connect, and how to build a business that reflects the whole you.

All of this is why I created Club CreatingYOU.®, and this is exactly what we focus on. Not forcing yourself into a niche. But discovering how to integrate your creative talents in a way that makes sense. And makes money.

Because when you let your interests coexist, you don’t just stand out. You resonate. You build something that feels honest and sustainable.

You Don’t Have to Be Just One Thing

You can build a profitable creative business without picking just one thing.
You can make money without burning out or scaling a giant team.
You can feel fulfilled without following someone else’s blueprint.

If you’re tired of spinning your wheels trying to fit into a niche that doesn’t fit you, I created something to help.

More Than One Way is a free guide to help you stop second-guessing your creative identity and start building a business around it.

And if you want a space where your creativity isn’t “too much,” come join us inside Club CreatingYOU.® That’s where we grow by embracing everything we are.

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.