{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.57,"body":"Way back in"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.57,"body":"episode 38, I introduced the"},{"speaker":"Annemie Tonken","startTime":3.57,"endTime":7.35,"body":"three types of basic business"},{"speaker":"Annemie Tonken","startTime":3.57,"endTime":7.35,"body":"models that are really built to"},{"speaker":"Annemie Tonken","startTime":7.35,"endTime":11.07,"body":"succeed not just in photography,"},{"speaker":"Annemie Tonken","startTime":7.35,"endTime":11.07,"body":"but in pretty much any field."},{"speaker":"Annemie Tonken","startTime":11.52,"endTime":14.52,"body":"And I call those models the"},{"speaker":"Annemie Tonken","startTime":11.52,"endTime":14.52,"body":"donkey, the workhorse and the"},{"speaker":"Annemie Tonken","startTime":14.52,"endTime":18.36,"body":"unicorn. And if you've never"},{"speaker":"Annemie Tonken","startTime":14.52,"endTime":18.36,"body":"listened to that episode, I will"},{"speaker":"Annemie Tonken","startTime":18.39,"endTime":21.27,"body":"link it in the show notes. And I"},{"speaker":"Annemie Tonken","startTime":18.39,"endTime":21.27,"body":"actually recommend that you hit"},{"speaker":"Annemie Tonken","startTime":21.27,"endTime":25.59,"body":"pause right now. And go back and"},{"speaker":"Annemie Tonken","startTime":21.27,"endTime":25.59,"body":"listen to that episode first,"},{"speaker":"Annemie Tonken","startTime":25.59,"endTime":29.7,"body":"because there's a lot to that."},{"speaker":"Annemie Tonken","startTime":25.59,"endTime":29.7,"body":"And I go into a lot of detail"},{"speaker":"Annemie Tonken","startTime":29.73,"endTime":34.92,"body":"about each of those models in"},{"speaker":"Annemie Tonken","startTime":29.73,"endTime":34.92,"body":"Episode 38. But what I want to"},{"speaker":"Annemie Tonken","startTime":34.92,"endTime":37.95,"body":"make sure that you do after you"},{"speaker":"Annemie Tonken","startTime":34.92,"endTime":37.95,"body":"listen to that is, you know,"},{"speaker":"Annemie Tonken","startTime":37.95,"endTime":42.03,"body":"don't forget to come back to"},{"speaker":"Annemie Tonken","startTime":37.95,"endTime":42.03,"body":"this episode, because today I am"},{"speaker":"Annemie Tonken","startTime":42.03,"endTime":45.78,"body":"sharing what I believe is an"},{"speaker":"Annemie Tonken","startTime":42.03,"endTime":45.78,"body":"important point of clarification"},{"speaker":"Annemie Tonken","startTime":46.02,"endTime":50.67,"body":"to that episode that I don't"},{"speaker":"Annemie Tonken","startTime":46.02,"endTime":50.67,"body":"want you to miss. Welcome to"},{"speaker":"Annemie Tonken","startTime":50.67,"endTime":54.33,"body":"this can't be that hard. My name"},{"speaker":"Annemie Tonken","startTime":50.67,"endTime":54.33,"body":"is Annemie Tonken. And I help"},{"speaker":"Annemie Tonken","startTime":54.33,"endTime":57.54,"body":"photographers run profitable,"},{"speaker":"Annemie Tonken","startTime":54.33,"endTime":57.54,"body":"sustainable businesses that they"},{"speaker":"Annemie Tonken","startTime":57.54,"endTime":62.22,"body":"love. Each week on the podcast,"},{"speaker":"Annemie Tonken","startTime":57.54,"endTime":62.22,"body":"I cover simple, actionable"},{"speaker":"Annemie Tonken","startTime":62.22,"endTime":65.4,"body":"strategies and systems that"},{"speaker":"Annemie Tonken","startTime":62.22,"endTime":65.4,"body":"photographers at every level of"},{"speaker":"Annemie Tonken","startTime":65.4,"endTime":69.21,"body":"experience can use to earn more"},{"speaker":"Annemie Tonken","startTime":65.4,"endTime":69.21,"body":"money in a more sustainable way."},{"speaker":"Annemie Tonken","startTime":70.11,"endTime":73.08,"body":"Running a photography business"},{"speaker":"Annemie Tonken","startTime":70.11,"endTime":73.08,"body":"doesn't have to be that hard."},{"speaker":"Annemie Tonken","startTime":73.56,"endTime":75.78,"body":"You can do it. And I can show"},{"speaker":"Annemie Tonken","startTime":73.56,"endTime":75.78,"body":"you how."},{"speaker":"Annemie Tonken","startTime":79.38,"endTime":82.98,"body":"So in case you need a refresher,"},{"speaker":"Annemie Tonken","startTime":79.38,"endTime":82.98,"body":"or perhaps you didn't follow my"},{"speaker":"Annemie Tonken","startTime":82.98,"endTime":85.77,"body":"advice in the intro about"},{"speaker":"Annemie Tonken","startTime":82.98,"endTime":85.77,"body":"hitting pause and listening to"},{"speaker":"Annemie Tonken","startTime":85.77,"endTime":89.07,"body":"that episode. First. Let me just"},{"speaker":"Annemie Tonken","startTime":85.77,"endTime":89.07,"body":"go ahead and give you the"},{"speaker":"Annemie Tonken","startTime":89.07,"endTime":92.37,"body":"Cliff's Notes on those three"},{"speaker":"Annemie Tonken","startTime":89.07,"endTime":92.37,"body":"business models that I was"},{"speaker":"Annemie Tonken","startTime":92.37,"endTime":95.7,"body":"describing. So there's the"},{"speaker":"Annemie Tonken","startTime":92.37,"endTime":95.7,"body":"donkey, and the donkey"},{"speaker":"Annemie Tonken","startTime":95.7,"endTime":100.08,"body":"represents a business that"},{"speaker":"Annemie Tonken","startTime":95.7,"endTime":100.08,"body":"offers lower priced goods at a"},{"speaker":"Annemie Tonken","startTime":100.08,"endTime":104.58,"body":"higher volume, the unicorn sort"},{"speaker":"Annemie Tonken","startTime":100.08,"endTime":104.58,"body":"of on the other end of the"},{"speaker":"Annemie Tonken","startTime":104.58,"endTime":109.53,"body":"spectrum, and that's a business"},{"speaker":"Annemie Tonken","startTime":104.58,"endTime":109.53,"body":"that offers higher priced goods"},{"speaker":"Annemie Tonken","startTime":109.56,"endTime":114.93,"body":"at a low volume. And then the"},{"speaker":"Annemie Tonken","startTime":109.56,"endTime":114.93,"body":"workhorse model falls somewhere"},{"speaker":"Annemie Tonken","startTime":114.93,"endTime":118.59,"body":"in between the donkey and the"},{"speaker":"Annemie Tonken","startTime":114.93,"endTime":118.59,"body":"unicorn and the workhorse is"},{"speaker":"Annemie Tonken","startTime":118.65,"endTime":123.42,"body":"offering moderate prices at a"},{"speaker":"Annemie Tonken","startTime":118.65,"endTime":123.42,"body":"moderate volume. That was how I"},{"speaker":"Annemie Tonken","startTime":123.42,"endTime":128.34,"body":"described those three business"},{"speaker":"Annemie Tonken","startTime":123.42,"endTime":128.34,"body":"models back in episode 38. But"},{"speaker":"Annemie Tonken","startTime":128.34,"endTime":133.29,"body":"in the close to two years since"},{"speaker":"Annemie Tonken","startTime":128.34,"endTime":133.29,"body":"that episode first aired, it has"},{"speaker":"Annemie Tonken","startTime":133.47,"endTime":136.11,"body":"kind of blown up, it's"},{"speaker":"Annemie Tonken","startTime":133.47,"endTime":136.11,"body":"consistently been one of my most"},{"speaker":"Annemie Tonken","startTime":136.11,"endTime":139.59,"body":"popular episodes ever. It's been"},{"speaker":"Annemie Tonken","startTime":136.11,"endTime":139.59,"body":"downloaded more times than"},{"speaker":"Annemie Tonken","startTime":139.62,"endTime":143.88,"body":"almost any other episode, I have"},{"speaker":"Annemie Tonken","startTime":139.62,"endTime":143.88,"body":"been asked to give talks about"},{"speaker":"Annemie Tonken","startTime":143.88,"endTime":147.15,"body":"those three models at"},{"speaker":"Annemie Tonken","startTime":143.88,"endTime":147.15,"body":"conferences. And I've gotten"},{"speaker":"Annemie Tonken","startTime":147.21,"endTime":151.77,"body":"really dozens of emails over the"},{"speaker":"Annemie Tonken","startTime":147.21,"endTime":151.77,"body":"course of that time from people"},{"speaker":"Annemie Tonken","startTime":152.16,"endTime":155.58,"body":"who have said that, that one"},{"speaker":"Annemie Tonken","startTime":152.16,"endTime":155.58,"body":"single episode really changed"},{"speaker":"Annemie Tonken","startTime":155.58,"endTime":159.39,"body":"their whole outlook on their"},{"speaker":"Annemie Tonken","startTime":155.58,"endTime":159.39,"body":"business. And I love that the"},{"speaker":"Annemie Tonken","startTime":159.39,"endTime":164.52,"body":"way that I teach this relatively"},{"speaker":"Annemie Tonken","startTime":159.39,"endTime":164.52,"body":"basic concept really resonates"},{"speaker":"Annemie Tonken","startTime":164.52,"endTime":168.66,"body":"for people because that episode,"},{"speaker":"Annemie Tonken","startTime":164.52,"endTime":168.66,"body":"and those three little mascots"},{"speaker":"Annemie Tonken","startTime":168.66,"endTime":172.68,"body":"that I created, illustrate a"},{"speaker":"Annemie Tonken","startTime":168.66,"endTime":172.68,"body":"concept that took me several"},{"speaker":"Annemie Tonken","startTime":172.68,"endTime":176.91,"body":"years and a lot of unnecessary"},{"speaker":"Annemie Tonken","startTime":172.68,"endTime":176.91,"body":"stress and struggle to kind of"},{"speaker":"Annemie Tonken","startTime":176.91,"endTime":181.23,"body":"figure out in my own life. So"},{"speaker":"Annemie Tonken","startTime":176.91,"endTime":181.23,"body":"back in 2010, when I started my"},{"speaker":"Annemie Tonken","startTime":181.23,"endTime":184.89,"body":"business, I was taught that in"},{"speaker":"Annemie Tonken","startTime":181.23,"endTime":184.89,"body":"order to be profitable, I needed"},{"speaker":"Annemie Tonken","startTime":184.89,"endTime":189.78,"body":"to be running a very high end"},{"speaker":"Annemie Tonken","startTime":184.89,"endTime":189.78,"body":"boutique style business. And"},{"speaker":"Annemie Tonken","startTime":189.78,"endTime":192.24,"body":"that I needed to be doing in"},{"speaker":"Annemie Tonken","startTime":189.78,"endTime":192.24,"body":"person sales and kind of"},{"speaker":"Annemie Tonken","startTime":192.24,"endTime":196.35,"body":"offering all the bells and"},{"speaker":"Annemie Tonken","startTime":192.24,"endTime":196.35,"body":"whistles. So I built what I"},{"speaker":"Annemie Tonken","startTime":196.35,"endTime":200.46,"body":"would now call a unicorn"},{"speaker":"Annemie Tonken","startTime":196.35,"endTime":200.46,"body":"business model. And everything"},{"speaker":"Annemie Tonken","startTime":200.46,"endTime":204.03,"body":"that I did was like high end"},{"speaker":"Annemie Tonken","startTime":200.46,"endTime":204.03,"body":"luxury, all my messaging was"},{"speaker":"Annemie Tonken","startTime":204.03,"endTime":208.44,"body":"around how that was going to be"},{"speaker":"Annemie Tonken","startTime":204.03,"endTime":208.44,"body":"super Luxe, and all that sort of"},{"speaker":"Annemie Tonken","startTime":208.44,"endTime":212.16,"body":"thing. And, you know,"},{"speaker":"Annemie Tonken","startTime":208.44,"endTime":212.16,"body":"thankfully, I was able to step"},{"speaker":"Annemie Tonken","startTime":212.16,"endTime":214.89,"body":"into that role and do it"},{"speaker":"Annemie Tonken","startTime":212.16,"endTime":214.89,"body":"effectively. Because it did"},{"speaker":"Annemie Tonken","startTime":214.89,"endTime":221.94,"body":"work. I was running a legitimate"},{"speaker":"Annemie Tonken","startTime":214.89,"endTime":221.94,"body":"aligned unicorn business. But it"},{"speaker":"Annemie Tonken","startTime":221.94,"endTime":225.93,"body":"didn't take very long before I"},{"speaker":"Annemie Tonken","startTime":221.94,"endTime":225.93,"body":"started to realize that that"},{"speaker":"Annemie Tonken","startTime":225.93,"endTime":230.55,"body":"business model wasn't really the"},{"speaker":"Annemie Tonken","startTime":225.93,"endTime":230.55,"body":"right fit for me. I just didn't"},{"speaker":"Annemie Tonken","startTime":230.55,"endTime":234.48,"body":"know that there were"},{"speaker":"Annemie Tonken","startTime":230.55,"endTime":234.48,"body":"alternatives, right. So there"},{"speaker":"Annemie Tonken","startTime":234.48,"endTime":237.15,"body":"were parts of my business that I"},{"speaker":"Annemie Tonken","startTime":234.48,"endTime":237.15,"body":"loved. There were others that"},{"speaker":"Annemie Tonken","startTime":237.15,"endTime":240.12,"body":"never really felt quite right."},{"speaker":"Annemie Tonken","startTime":237.15,"endTime":240.12,"body":"But for a long time, I just"},{"speaker":"Annemie Tonken","startTime":240.12,"endTime":243.3,"body":"figured that was kind of the"},{"speaker":"Annemie Tonken","startTime":240.12,"endTime":243.3,"body":"trade off that I had to make if"},{"speaker":"Annemie Tonken","startTime":243.3,"endTime":247.53,"body":"I wanted to survive as a"},{"speaker":"Annemie Tonken","startTime":243.3,"endTime":247.53,"body":"photographer. And as many of you"},{"speaker":"Annemie Tonken","startTime":247.53,"endTime":250.92,"body":"know, you know, over the course"},{"speaker":"Annemie Tonken","startTime":247.53,"endTime":250.92,"body":"of time, my personal"},{"speaker":"Annemie Tonken","startTime":250.92,"endTime":255.66,"body":"circumstances changed. And I was"},{"speaker":"Annemie Tonken","startTime":250.92,"endTime":255.66,"body":"no longer in a position where I"},{"speaker":"Annemie Tonken","startTime":255.66,"endTime":260.37,"body":"was able to run a unicorn"},{"speaker":"Annemie Tonken","startTime":255.66,"endTime":260.37,"body":"business, because it was so time"},{"speaker":"Annemie Tonken","startTime":260.37,"endTime":263.01,"body":"consuming that I couldn't scale"},{"speaker":"Annemie Tonken","startTime":260.37,"endTime":263.01,"body":"it up and I needed to make more"},{"speaker":"Annemie Tonken","startTime":263.01,"endTime":268.11,"body":"money. So I ultimately ended up"},{"speaker":"Annemie Tonken","startTime":263.01,"endTime":268.11,"body":"kind of going out on a limb and"},{"speaker":"Annemie Tonken","startTime":268.11,"endTime":271.35,"body":"putting this whole concept that"},{"speaker":"Annemie Tonken","startTime":268.11,"endTime":271.35,"body":"I had been taught to the test."},{"speaker":"Annemie Tonken","startTime":272.43,"endTime":277.35,"body":"Thankfully, what I am here to"},{"speaker":"Annemie Tonken","startTime":272.43,"endTime":277.35,"body":"talk about today, what I found"},{"speaker":"Annemie Tonken","startTime":277.35,"endTime":281.82,"body":"was that as long as certain"},{"speaker":"Annemie Tonken","startTime":277.35,"endTime":281.82,"body":"areas of my business were in"},{"speaker":"Annemie Tonken","startTime":281.82,"endTime":285.69,"body":"alignment with one another, I"},{"speaker":"Annemie Tonken","startTime":281.82,"endTime":285.69,"body":"could still be profitable,"},{"speaker":"Annemie Tonken","startTime":285.78,"endTime":290.46,"body":"actually even more profitable."},{"speaker":"Annemie Tonken","startTime":285.78,"endTime":290.46,"body":"Even though that meant bringing"},{"speaker":"Annemie Tonken","startTime":290.46,"endTime":293.67,"body":"my price point down just a"},{"speaker":"Annemie Tonken","startTime":290.46,"endTime":293.67,"body":"little bit and taking away the"},{"speaker":"Annemie Tonken","startTime":293.67,"endTime":297.66,"body":"fancy bells and whistles that"},{"speaker":"Annemie Tonken","startTime":293.67,"endTime":297.66,"body":"didn't really feel like me. So I"},{"speaker":"Annemie Tonken","startTime":297.87,"endTime":302.85,"body":"flipped everything around. I"},{"speaker":"Annemie Tonken","startTime":297.87,"endTime":302.85,"body":"went from being a unicorn model"},{"speaker":"Annemie Tonken","startTime":302.85,"endTime":307.08,"body":"to what I now call a workhorse"},{"speaker":"Annemie Tonken","startTime":302.85,"endTime":307.08,"body":"model. And in retrospect, that"},{"speaker":"Annemie Tonken","startTime":307.08,"endTime":310.47,"body":"switch was really one of the"},{"speaker":"Annemie Tonken","startTime":307.08,"endTime":310.47,"body":"best changes that I have ever"},{"speaker":"Annemie Tonken","startTime":310.47,"endTime":314.67,"body":"made in my business. Not only do"},{"speaker":"Annemie Tonken","startTime":310.47,"endTime":314.67,"body":"I feel much, much better about"},{"speaker":"Annemie Tonken","startTime":314.67,"endTime":317.22,"body":"the people that I work with, and"},{"speaker":"Annemie Tonken","startTime":314.67,"endTime":317.22,"body":"the kinds of work that I get"},{"speaker":"Annemie Tonken","startTime":317.22,"endTime":321.03,"body":"hired to do, but I've also"},{"speaker":"Annemie Tonken","startTime":317.22,"endTime":321.03,"body":"significantly increased my"},{"speaker":"Annemie Tonken","startTime":321.03,"endTime":324.93,"body":"profit margins, and reduced the"},{"speaker":"Annemie Tonken","startTime":321.03,"endTime":324.93,"body":"amount of time that I spend"},{"speaker":"Annemie Tonken","startTime":326.07,"endTime":330.57,"body":"working on those parts of my"},{"speaker":"Annemie Tonken","startTime":326.07,"endTime":330.57,"body":"business that I don't love. So"},{"speaker":"Annemie Tonken","startTime":330.6,"endTime":334.32,"body":"suffice it to say that I feel"},{"speaker":"Annemie Tonken","startTime":330.6,"endTime":334.32,"body":"like this lesson, this"},{"speaker":"Annemie Tonken","startTime":334.32,"endTime":338.4,"body":"conversation is a really"},{"speaker":"Annemie Tonken","startTime":334.32,"endTime":338.4,"body":"important one for photographers"},{"speaker":"Annemie Tonken","startTime":338.4,"endTime":342.0,"body":"to be having with themselves,"},{"speaker":"Annemie Tonken","startTime":338.4,"endTime":342.0,"body":"you know, to be looking"},{"speaker":"Annemie Tonken","startTime":342.0,"endTime":345.24,"body":"critically at the way that their"},{"speaker":"Annemie Tonken","startTime":342.0,"endTime":345.24,"body":"business is set up, so that they"},{"speaker":"Annemie Tonken","startTime":345.24,"endTime":350.55,"body":"can kind of see where the"},{"speaker":"Annemie Tonken","startTime":345.24,"endTime":350.55,"body":"alignment might not be quite"},{"speaker":"Annemie Tonken","startTime":350.7,"endTime":354.45,"body":"aligned, right. And that brings"},{"speaker":"Annemie Tonken","startTime":350.7,"endTime":354.45,"body":"me to the purpose of this"},{"speaker":"Annemie Tonken","startTime":354.45,"endTime":359.97,"body":"episode. So the donkey work"},{"speaker":"Annemie Tonken","startTime":354.45,"endTime":359.97,"body":"horse and unicorn models get"},{"speaker":"Annemie Tonken","startTime":359.97,"endTime":361.95,"body":"brought up a lot in"},{"speaker":"Annemie Tonken","startTime":359.97,"endTime":361.95,"body":"conversations people love."},{"speaker":"Annemie Tonken","startTime":362.94,"endTime":366.93,"body":"People love a good metaphor, and"},{"speaker":"Annemie Tonken","startTime":362.94,"endTime":366.93,"body":"those little avatars kind of"},{"speaker":"Annemie Tonken","startTime":366.93,"endTime":371.58,"body":"give us something to really kind"},{"speaker":"Annemie Tonken","startTime":366.93,"endTime":371.58,"body":"of hold on to. And so we have"},{"speaker":"Annemie Tonken","startTime":371.58,"endTime":375.93,"body":"lots of conversations about this"},{"speaker":"Annemie Tonken","startTime":371.58,"endTime":375.93,"body":"in my Facebook group, and, and,"},{"speaker":"Annemie Tonken","startTime":375.96,"endTime":379.05,"body":"you know, even in person with"},{"speaker":"Annemie Tonken","startTime":375.96,"endTime":379.05,"body":"other photographers that I've"},{"speaker":"Annemie Tonken","startTime":379.05,"endTime":383.31,"body":"talked to, and what I've noticed"},{"speaker":"Annemie Tonken","startTime":379.05,"endTime":383.31,"body":"is that there are a few common"},{"speaker":"Annemie Tonken","startTime":383.34,"endTime":388.29,"body":"kind of points of confusion or"},{"speaker":"Annemie Tonken","startTime":383.34,"endTime":388.29,"body":"misconceptions about the models"},{"speaker":"Annemie Tonken","startTime":388.32,"endTime":392.16,"body":"that I want to address. Because"},{"speaker":"Annemie Tonken","startTime":388.32,"endTime":392.16,"body":"when I first recorded that"},{"speaker":"Annemie Tonken","startTime":392.16,"endTime":395.04,"body":"episode, when I first was"},{"speaker":"Annemie Tonken","startTime":392.16,"endTime":395.04,"body":"teaching about these three"},{"speaker":"Annemie Tonken","startTime":395.04,"endTime":399.21,"body":"models, even I hadn't really"},{"speaker":"Annemie Tonken","startTime":395.04,"endTime":399.21,"body":"delved into, like, what made"},{"speaker":"Annemie Tonken","startTime":399.21,"endTime":403.17,"body":"them work and what didn't work,"},{"speaker":"Annemie Tonken","startTime":399.21,"endTime":403.17,"body":"you know, what made them not"},{"speaker":"Annemie Tonken","startTime":403.17,"endTime":403.53,"body":"work."},{"speaker":"Annemie Tonken","startTime":404.94,"endTime":407.97,"body":"But in all of this conversation,"},{"speaker":"Annemie Tonken","startTime":404.94,"endTime":407.97,"body":"and in sort of watching this"},{"speaker":"Annemie Tonken","startTime":407.97,"endTime":412.41,"body":"play out with now, lots of"},{"speaker":"Annemie Tonken","startTime":407.97,"endTime":412.41,"body":"people over time, I feel like"},{"speaker":"Annemie Tonken","startTime":412.41,"endTime":414.9,"body":"there are some things that I"},{"speaker":"Annemie Tonken","startTime":412.41,"endTime":414.9,"body":"just want to, I want to get a"},{"speaker":"Annemie Tonken","startTime":414.9,"endTime":419.07,"body":"little bit clearer on. So it"},{"speaker":"Annemie Tonken","startTime":414.9,"endTime":419.07,"body":"seems that when I described the"},{"speaker":"Annemie Tonken","startTime":419.07,"endTime":424.62,"body":"three models, some people, a lot"},{"speaker":"Annemie Tonken","startTime":419.07,"endTime":424.62,"body":"of people get so attached to the"},{"speaker":"Annemie Tonken","startTime":424.8,"endTime":428.85,"body":"price point piece of the puzzle,"},{"speaker":"Annemie Tonken","startTime":424.8,"endTime":428.85,"body":"that they miss some of the other"},{"speaker":"Annemie Tonken","startTime":428.88,"endTime":433.23,"body":"equally important components."},{"speaker":"Annemie Tonken","startTime":428.88,"endTime":433.23,"body":"And again, I want to just kind"},{"speaker":"Annemie Tonken","startTime":433.23,"endTime":438.54,"body":"of dive into that a little bit"},{"speaker":"Annemie Tonken","startTime":433.23,"endTime":438.54,"body":"because the donkey, workhorse"},{"speaker":"Annemie Tonken","startTime":438.54,"endTime":445.65,"body":"and unicorn, do, they are"},{"speaker":"Annemie Tonken","startTime":438.54,"endTime":445.65,"body":"somewhat tied to price point."},{"speaker":"Annemie Tonken","startTime":445.68,"endTime":449.55,"body":"But it's those are blurry lines,"},{"speaker":"Annemie Tonken","startTime":445.68,"endTime":449.55,"body":"they're not hard and fast, kind"},{"speaker":"Annemie Tonken","startTime":449.55,"endTime":454.74,"body":"of delineated rules. So as I was"},{"speaker":"Annemie Tonken","startTime":449.55,"endTime":454.74,"body":"saying before, a donkey business"},{"speaker":"Annemie Tonken","startTime":454.77,"endTime":458.46,"body":"attracts customers with"},{"speaker":"Annemie Tonken","startTime":454.77,"endTime":458.46,"body":"competitive prices. And then"},{"speaker":"Annemie Tonken","startTime":458.46,"endTime":462.69,"body":"they rely on volume, and"},{"speaker":"Annemie Tonken","startTime":458.46,"endTime":462.69,"body":"upsells, and strategy and all"},{"speaker":"Annemie Tonken","startTime":462.69,"endTime":467.16,"body":"that sort of stuff in order to"},{"speaker":"Annemie Tonken","startTime":462.69,"endTime":467.16,"body":"be profitable. Now, obviously,"},{"speaker":"Annemie Tonken","startTime":467.19,"endTime":470.7,"body":"when I say competitive prices,"},{"speaker":"Annemie Tonken","startTime":467.19,"endTime":470.7,"body":"that means different things to"},{"speaker":"Annemie Tonken","startTime":470.7,"endTime":473.01,"body":"different people, right,"},{"speaker":"Annemie Tonken","startTime":470.7,"endTime":473.01,"body":"depending on the market that"},{"speaker":"Annemie Tonken","startTime":473.01,"endTime":477.03,"body":"you're in, depending on the cost"},{"speaker":"Annemie Tonken","startTime":473.01,"endTime":477.03,"body":"of living, all that sort of"},{"speaker":"Annemie Tonken","startTime":477.03,"endTime":482.1,"body":"stuff. Now, I also want to, like"},{"speaker":"Annemie Tonken","startTime":477.03,"endTime":482.1,"body":"make very clear that competitive"},{"speaker":"Annemie Tonken","startTime":482.13,"endTime":487.53,"body":"doesn't need to mean dirt cheap."},{"speaker":"Annemie Tonken","startTime":482.13,"endTime":487.53,"body":"What it does need to mean is"},{"speaker":"Annemie Tonken","startTime":487.53,"endTime":491.25,"body":"that the value of what you're"},{"speaker":"Annemie Tonken","startTime":487.53,"endTime":491.25,"body":"offering is so evident that you"},{"speaker":"Annemie Tonken","startTime":491.25,"endTime":494.61,"body":"don't need to do a whole lot of"},{"speaker":"Annemie Tonken","startTime":491.25,"endTime":494.61,"body":"educating or explaining when"},{"speaker":"Annemie Tonken","startTime":494.61,"endTime":498.9,"body":"people see your prices and your"},{"speaker":"Annemie Tonken","startTime":494.61,"endTime":498.9,"body":"donkey model business, their"},{"speaker":"Annemie Tonken","startTime":498.9,"endTime":502.83,"body":"first thought probably isn't"},{"speaker":"Annemie Tonken","startTime":498.9,"endTime":502.83,"body":"going to be like, Whoa, wow,"},{"speaker":"Annemie Tonken","startTime":502.86,"endTime":506.58,"body":"that's a lot of money. Right?"},{"speaker":"Annemie Tonken","startTime":502.86,"endTime":506.58,"body":"They that's not to say that they"},{"speaker":"Annemie Tonken","startTime":506.58,"endTime":511.71,"body":"won't feel like a twinge. But"},{"speaker":"Annemie Tonken","startTime":506.58,"endTime":511.71,"body":"it's not going to probably be a"},{"speaker":"Annemie Tonken","startTime":511.71,"endTime":516.87,"body":"big point of you know, them"},{"speaker":"Annemie Tonken","startTime":511.71,"endTime":516.87,"body":"deciding to work with someone"},{"speaker":"Annemie Tonken","startTime":516.87,"endTime":520.89,"body":"else. Unless they are truly"},{"speaker":"Annemie Tonken","startTime":516.87,"endTime":520.89,"body":"shopping for the absolute"},{"speaker":"Annemie Tonken","startTime":520.89,"endTime":526.41,"body":"cheapest possible option. So,"},{"speaker":"Annemie Tonken","startTime":520.89,"endTime":526.41,"body":"you think Walmart, you think"},{"speaker":"Annemie Tonken","startTime":526.44,"endTime":531.24,"body":"Amazon, these are obviously"},{"speaker":"Annemie Tonken","startTime":526.44,"endTime":531.24,"body":"donkey model businesses, right?"},{"speaker":"Annemie Tonken","startTime":531.24,"endTime":534.21,"body":"They bring a lot of people in"},{"speaker":"Annemie Tonken","startTime":531.24,"endTime":534.21,"body":"with the opportunity to save"},{"speaker":"Annemie Tonken","startTime":534.21,"endTime":538.62,"body":"money. But they are, in many"},{"speaker":"Annemie Tonken","startTime":534.21,"endTime":538.62,"body":"ways very, very profitable,"},{"speaker":"Annemie Tonken","startTime":538.65,"endTime":541.98,"body":"because they are selling to"},{"speaker":"Annemie Tonken","startTime":538.65,"endTime":541.98,"body":"large, large numbers of people."},{"speaker":"Annemie Tonken","startTime":542.01,"endTime":546.42,"body":"And not everything on Amazon or"},{"speaker":"Annemie Tonken","startTime":542.01,"endTime":546.42,"body":"Walmart is cheap, right? There"},{"speaker":"Annemie Tonken","startTime":546.42,"endTime":549.69,"body":"are plenty of you bring people"},{"speaker":"Annemie Tonken","startTime":546.42,"endTime":549.69,"body":"in with low prices, but then"},{"speaker":"Annemie Tonken","startTime":549.72,"endTime":552.54,"body":"you've got other things and"},{"speaker":"Annemie Tonken","startTime":549.72,"endTime":552.54,"body":"maybe they spend more money than"},{"speaker":"Annemie Tonken","startTime":552.54,"endTime":554.46,"body":"they were planning on when"},{"speaker":"Annemie Tonken","startTime":552.54,"endTime":554.46,"body":"they're walking around Walmart,"},{"speaker":"Annemie Tonken","startTime":554.46,"endTime":559.77,"body":"whatever. And perhaps those are"},{"speaker":"Annemie Tonken","startTime":554.46,"endTime":559.77,"body":"hard companies for us to relate"},{"speaker":"Annemie Tonken","startTime":559.77,"endTime":563.55,"body":"to. I don't imagine that Jeff"},{"speaker":"Annemie Tonken","startTime":559.77,"endTime":563.55,"body":"Bezos is listening today. And"},{"speaker":"Annemie Tonken","startTime":563.61,"endTime":567.24,"body":"you know, large scale"},{"speaker":"Annemie Tonken","startTime":563.61,"endTime":567.24,"body":"corporations are very different"},{"speaker":"Annemie Tonken","startTime":567.24,"endTime":573.27,"body":"from our tiny micro businesses."},{"speaker":"Annemie Tonken","startTime":567.24,"endTime":573.27,"body":"Let's talk instead about like"},{"speaker":"Annemie Tonken","startTime":573.27,"endTime":577.44,"body":"your favorite local restaurant"},{"speaker":"Annemie Tonken","startTime":573.27,"endTime":577.44,"body":"and maybe not like your favorite"},{"speaker":"Annemie Tonken","startTime":577.44,"endTime":580.8,"body":"favorite, but it's your the one"},{"speaker":"Annemie Tonken","startTime":577.44,"endTime":580.8,"body":"that you go to when you just"},{"speaker":"Annemie Tonken","startTime":580.8,"endTime":583.5,"body":"want to grab like a quick bite"},{"speaker":"Annemie Tonken","startTime":580.8,"endTime":583.5,"body":"with a friend. They've got good"},{"speaker":"Annemie Tonken","startTime":583.5,"endTime":587.28,"body":"food. They're, you know,"},{"speaker":"Annemie Tonken","startTime":583.5,"endTime":587.28,"body":"relatively convenient, whatever,"},{"speaker":"Annemie Tonken","startTime":587.28,"endTime":589.77,"body":"but maybe it's not super fancy,"},{"speaker":"Annemie Tonken","startTime":587.28,"endTime":589.77,"body":"right? You don't have to make a"},{"speaker":"Annemie Tonken","startTime":589.77,"endTime":593.79,"body":"reservation. You don't have to"},{"speaker":"Annemie Tonken","startTime":589.77,"endTime":593.79,"body":"get dressed up. And it's"},{"speaker":"Annemie Tonken","startTime":594.3,"endTime":597.69,"body":"inexpensive enough that you"},{"speaker":"Annemie Tonken","startTime":594.3,"endTime":597.69,"body":"don't really have to think too"},{"speaker":"Annemie Tonken","startTime":597.69,"endTime":602.52,"body":"much about working it into your"},{"speaker":"Annemie Tonken","startTime":597.69,"endTime":602.52,"body":"budget. But sometimes you know"},{"speaker":"Annemie Tonken","startTime":602.52,"endTime":605.28,"body":"if that is a really great"},{"speaker":"Annemie Tonken","startTime":602.52,"endTime":605.28,"body":"restaurant and lots of people"},{"speaker":"Annemie Tonken","startTime":605.31,"endTime":608.82,"body":"have that as their, you know, go"},{"speaker":"Annemie Tonken","startTime":605.31,"endTime":608.82,"body":"to place with a for a quick bite"},{"speaker":"Annemie Tonken","startTime":608.82,"endTime":611.58,"body":"with their friend, there are"},{"speaker":"Annemie Tonken","startTime":608.82,"endTime":611.58,"body":"gonna be times that when you"},{"speaker":"Annemie Tonken","startTime":611.58,"endTime":614.67,"body":"show up, there's like a line out"},{"speaker":"Annemie Tonken","startTime":611.58,"endTime":614.67,"body":"the door or they say, Oh, it's a"},{"speaker":"Annemie Tonken","startTime":614.67,"endTime":618.42,"body":"two hour wait or whatever. That"},{"speaker":"Annemie Tonken","startTime":614.67,"endTime":618.42,"body":"is a small business that"},{"speaker":"Annemie Tonken","startTime":618.42,"endTime":621.72,"body":"attracts people with some"},{"speaker":"Annemie Tonken","startTime":618.42,"endTime":621.72,"body":"combination of a good product"},{"speaker":"Annemie Tonken","startTime":621.72,"endTime":625.32,"body":"and low prices. And then they"},{"speaker":"Annemie Tonken","startTime":621.72,"endTime":625.32,"body":"make their money by bringing in"},{"speaker":"Annemie Tonken","startTime":625.35,"endTime":629.19,"body":"large numbers of people and"},{"speaker":"Annemie Tonken","startTime":625.35,"endTime":629.19,"body":"probably doing some upselling on"},{"speaker":"Annemie Tonken","startTime":629.19,"endTime":632.88,"body":"things like hey, do you want to"},{"speaker":"Annemie Tonken","startTime":629.19,"endTime":632.88,"body":"have something to drink with"},{"speaker":"Annemie Tonken","startTime":632.88,"endTime":636.27,"body":"your meal, or can I like offer"},{"speaker":"Annemie Tonken","startTime":632.88,"endTime":636.27,"body":"you guys dessert today are"},{"speaker":"Annemie Tonken","startTime":636.27,"endTime":640.89,"body":"whatever the case may be. So"},{"speaker":"Annemie Tonken","startTime":636.27,"endTime":640.89,"body":"that's the donkey model in all"},{"speaker":"Annemie Tonken","startTime":640.89,"endTime":644.79,"body":"of its all of its glory. On the"},{"speaker":"Annemie Tonken","startTime":640.89,"endTime":644.79,"body":"other end of the spectrum, we've"},{"speaker":"Annemie Tonken","startTime":644.79,"endTime":647.61,"body":"got that unicorn business,"},{"speaker":"Annemie Tonken","startTime":644.79,"endTime":647.61,"body":"right. And the unicorn business"},{"speaker":"Annemie Tonken","startTime":647.64,"endTime":650.97,"body":"attracts customers who are"},{"speaker":"Annemie Tonken","startTime":647.64,"endTime":650.97,"body":"specifically looking for a"},{"speaker":"Annemie Tonken","startTime":650.97,"endTime":652.68,"body":"luxury experience."},{"speaker":"Annemie Tonken","startTime":654.06,"endTime":658.02,"body":"Unicorn businesses sort of do"},{"speaker":"Annemie Tonken","startTime":654.06,"endTime":658.02,"body":"their marketing based on the"},{"speaker":"Annemie Tonken","startTime":658.02,"endTime":661.89,"body":"fact that they offer this high"},{"speaker":"Annemie Tonken","startTime":658.02,"endTime":661.89,"body":"touch experience to a small"},{"speaker":"Annemie Tonken","startTime":661.89,"endTime":667.74,"body":"number of clients at a premium"},{"speaker":"Annemie Tonken","startTime":661.89,"endTime":667.74,"body":"price. And again, let's focus on"},{"speaker":"Annemie Tonken","startTime":667.74,"endTime":671.16,"body":"the fact that there is no single"},{"speaker":"Annemie Tonken","startTime":667.74,"endTime":671.16,"body":"definition of premium price."},{"speaker":"Annemie Tonken","startTime":671.55,"endTime":674.43,"body":"Probably the big biggest"},{"speaker":"Annemie Tonken","startTime":671.55,"endTime":674.43,"body":"misconception that I hear about"},{"speaker":"Annemie Tonken","startTime":674.43,"endTime":678.21,"body":"these models, is the idea that"},{"speaker":"Annemie Tonken","startTime":674.43,"endTime":678.21,"body":"if you charge a certain amount"},{"speaker":"Annemie Tonken","startTime":678.24,"endTime":682.5,"body":"that automatically puts you into"},{"speaker":"Annemie Tonken","startTime":678.24,"endTime":682.5,"body":"one model or another. And the"},{"speaker":"Annemie Tonken","startTime":682.5,"endTime":686.55,"body":"truth is that there are several"},{"speaker":"Annemie Tonken","startTime":682.5,"endTime":686.55,"body":"factors to consider price is"},{"speaker":"Annemie Tonken","startTime":686.58,"endTime":690.87,"body":"just one of them. So with the"},{"speaker":"Annemie Tonken","startTime":686.58,"endTime":690.87,"body":"unicorn model, those high prices"},{"speaker":"Annemie Tonken","startTime":690.9,"endTime":694.53,"body":"are necessary because you're"},{"speaker":"Annemie Tonken","startTime":690.9,"endTime":694.53,"body":"crafting this very high touch"},{"speaker":"Annemie Tonken","startTime":694.53,"endTime":698.25,"body":"luxury experience. And that"},{"speaker":"Annemie Tonken","startTime":694.53,"endTime":698.25,"body":"necessarily reduces the number"},{"speaker":"Annemie Tonken","startTime":698.25,"endTime":701.7,"body":"of total clients you can take on"},{"speaker":"Annemie Tonken","startTime":698.25,"endTime":701.7,"body":"that was why I got painted into"},{"speaker":"Annemie Tonken","startTime":701.7,"endTime":706.47,"body":"this corner, where I ultimately"},{"speaker":"Annemie Tonken","startTime":701.7,"endTime":706.47,"body":"needed to, to switch models,"},{"speaker":"Annemie Tonken","startTime":706.47,"endTime":711.21,"body":"because I could only take on so"},{"speaker":"Annemie Tonken","startTime":706.47,"endTime":711.21,"body":"many clients. So if we go back"},{"speaker":"Annemie Tonken","startTime":711.21,"endTime":715.11,"body":"to the restaurant example. Now,"},{"speaker":"Annemie Tonken","startTime":711.21,"endTime":715.11,"body":"I want you to think of the"},{"speaker":"Annemie Tonken","startTime":715.11,"endTime":718.14,"body":"restaurant that you go to when"},{"speaker":"Annemie Tonken","startTime":715.11,"endTime":718.14,"body":"you want to celebrate something"},{"speaker":"Annemie Tonken","startTime":718.14,"endTime":721.02,"body":"really special like a you know,"},{"speaker":"Annemie Tonken","startTime":718.14,"endTime":721.02,"body":"a birthday or an anniversary or"},{"speaker":"Annemie Tonken","startTime":721.02,"endTime":724.44,"body":"something like that. So you make"},{"speaker":"Annemie Tonken","startTime":721.02,"endTime":724.44,"body":"a reservation weeks or even"},{"speaker":"Annemie Tonken","startTime":724.44,"endTime":728.01,"body":"months ahead of time, you get"},{"speaker":"Annemie Tonken","startTime":724.44,"endTime":728.01,"body":"all dressed up, you arrive, you"},{"speaker":"Annemie Tonken","startTime":728.01,"endTime":729.99,"body":"don't have to wait in line,"},{"speaker":"Annemie Tonken","startTime":728.01,"endTime":729.99,"body":"right, they've got your table"},{"speaker":"Annemie Tonken","startTime":729.99,"endTime":735.15,"body":"waiting for you, the meal lasts"},{"speaker":"Annemie Tonken","startTime":729.99,"endTime":735.15,"body":"a long time. Sometimes they'll"},{"speaker":"Annemie Tonken","startTime":735.18,"endTime":738.36,"body":"you know, greet you with a glass"},{"speaker":"Annemie Tonken","startTime":735.18,"endTime":738.36,"body":"of champagne, or they put a"},{"speaker":"Annemie Tonken","startTime":738.39,"endTime":742.08,"body":"candle and the beautiful dessert"},{"speaker":"Annemie Tonken","startTime":738.39,"endTime":742.08,"body":"that you order. And as you would"},{"speaker":"Annemie Tonken","startTime":742.08,"endTime":746.7,"body":"expect, when the bill comes, the"},{"speaker":"Annemie Tonken","startTime":742.08,"endTime":746.7,"body":"total comes to probably quite a"},{"speaker":"Annemie Tonken","startTime":746.7,"endTime":751.5,"body":"lot more than the one than the"},{"speaker":"Annemie Tonken","startTime":746.7,"endTime":751.5,"body":"bill came to when you grabbed I"},{"speaker":"Annemie Tonken","startTime":751.5,"endTime":754.8,"body":"don't know lunch with your"},{"speaker":"Annemie Tonken","startTime":751.5,"endTime":754.8,"body":"friend after your like workout"},{"speaker":"Annemie Tonken","startTime":754.8,"endTime":759.57,"body":"at the gym last week, right. So"},{"speaker":"Annemie Tonken","startTime":754.8,"endTime":759.57,"body":"if the fancy restaurant were to"},{"speaker":"Annemie Tonken","startTime":759.57,"endTime":764.16,"body":"charge the same as that quick"},{"speaker":"Annemie Tonken","startTime":759.57,"endTime":764.16,"body":"lunch spot that you go to, they"},{"speaker":"Annemie Tonken","startTime":764.16,"endTime":768.03,"body":"would be out of business in like"},{"speaker":"Annemie Tonken","startTime":764.16,"endTime":768.03,"body":"a matter of weeks, because that"},{"speaker":"Annemie Tonken","startTime":768.06,"endTime":772.5,"body":"would not cover their cost of"},{"speaker":"Annemie Tonken","startTime":768.06,"endTime":772.5,"body":"running the business. And if the"},{"speaker":"Annemie Tonken","startTime":772.5,"endTime":776.34,"body":"lunch spot tried to charge the"},{"speaker":"Annemie Tonken","startTime":772.5,"endTime":776.34,"body":"high prices that the fancy"},{"speaker":"Annemie Tonken","startTime":776.34,"endTime":780.66,"body":"restaurant charged, nobody would"},{"speaker":"Annemie Tonken","startTime":776.34,"endTime":780.66,"body":"go. Because you know, you're not"},{"speaker":"Annemie Tonken","startTime":780.66,"endTime":784.35,"body":"looking for the fancy experience"},{"speaker":"Annemie Tonken","startTime":780.66,"endTime":784.35,"body":"when you're just trying to grab"},{"speaker":"Annemie Tonken","startTime":784.89,"endTime":789.12,"body":"a bite with a friend on your way"},{"speaker":"Annemie Tonken","startTime":784.89,"endTime":789.12,"body":"somewhere else, right. And you"},{"speaker":"Annemie Tonken","startTime":789.12,"endTime":793.2,"body":"definitely aren't looking for"},{"speaker":"Annemie Tonken","startTime":789.12,"endTime":793.2,"body":"that fancy price tag, even. And"},{"speaker":"Annemie Tonken","startTime":793.23,"endTime":796.56,"body":"this is important. Even if you"},{"speaker":"Annemie Tonken","startTime":793.23,"endTime":796.56,"body":"are someone who can afford to"},{"speaker":"Annemie Tonken","startTime":796.56,"endTime":800.94,"body":"pay for the fancy restaurant"},{"speaker":"Annemie Tonken","startTime":796.56,"endTime":800.94,"body":"meal at night. That's not what"},{"speaker":"Annemie Tonken","startTime":800.94,"endTime":806.85,"body":"you always want. And that brings"},{"speaker":"Annemie Tonken","startTime":800.94,"endTime":806.85,"body":"me to the workhorse. And this is"},{"speaker":"Annemie Tonken","startTime":806.94,"endTime":812.34,"body":"probably the most common model"},{"speaker":"Annemie Tonken","startTime":806.94,"endTime":812.34,"body":"among photographers in general,"},{"speaker":"Annemie Tonken","startTime":812.73,"endTime":817.05,"body":"because the shared"},{"speaker":"Annemie Tonken","startTime":812.73,"endTime":817.05,"body":"characteristic among workhorse"},{"speaker":"Annemie Tonken","startTime":817.05,"endTime":821.22,"body":"businesses is that they attract"},{"speaker":"Annemie Tonken","startTime":817.05,"endTime":821.22,"body":"clients whose number one"},{"speaker":"Annemie Tonken","startTime":821.22,"endTime":825.09,"body":"priority when they're looking"},{"speaker":"Annemie Tonken","startTime":821.22,"endTime":825.09,"body":"for a photographer is neither"},{"speaker":"Annemie Tonken","startTime":825.18,"endTime":829.89,"body":"the luxury experience, nor is it"},{"speaker":"Annemie Tonken","startTime":825.18,"endTime":829.89,"body":"like I need something fast and"},{"speaker":"Annemie Tonken","startTime":829.89,"endTime":834.33,"body":"cheap. They are looking for some"},{"speaker":"Annemie Tonken","startTime":829.89,"endTime":834.33,"body":"other set of features or"},{"speaker":"Annemie Tonken","startTime":834.33,"endTime":839.01,"body":"benefits or services. And of"},{"speaker":"Annemie Tonken","startTime":834.33,"endTime":839.01,"body":"course, that can mean many"},{"speaker":"Annemie Tonken","startTime":839.01,"endTime":841.65,"body":"different things that might mean"},{"speaker":"Annemie Tonken","startTime":839.01,"endTime":841.65,"body":"that they are looking for"},{"speaker":"Annemie Tonken","startTime":841.65,"endTime":846.48,"body":"someone who specializes in a"},{"speaker":"Annemie Tonken","startTime":841.65,"endTime":846.48,"body":"particular genre who has a"},{"speaker":"Annemie Tonken","startTime":846.48,"endTime":850.23,"body":"particular style, who you know"},{"speaker":"Annemie Tonken","startTime":846.48,"endTime":850.23,"body":"promises really quick"},{"speaker":"Annemie Tonken","startTime":850.23,"endTime":852.9,"body":"turnaround, there's, you know,"},{"speaker":"Annemie Tonken","startTime":850.23,"endTime":852.9,"body":"there are several different"},{"speaker":"Annemie Tonken","startTime":853.29,"endTime":855.33,"body":"priorities that someone might"},{"speaker":"Annemie Tonken","startTime":853.29,"endTime":855.33,"body":"have."},{"speaker":"Annemie Tonken","startTime":856.68,"endTime":861.66,"body":"And the workhorse model can be"},{"speaker":"Annemie Tonken","startTime":856.68,"endTime":861.66,"body":"set up to focus on any number of"},{"speaker":"Annemie Tonken","startTime":861.66,"endTime":865.26,"body":"those things. So I have known"},{"speaker":"Annemie Tonken","startTime":861.66,"endTime":865.26,"body":"photographers whose businesses"},{"speaker":"Annemie Tonken","startTime":865.26,"endTime":869.04,"body":"were priced higher than some of"},{"speaker":"Annemie Tonken","startTime":865.26,"endTime":869.04,"body":"the unicorn businesses in their"},{"speaker":"Annemie Tonken","startTime":869.04,"endTime":873.06,"body":"area. But because they were set"},{"speaker":"Annemie Tonken","startTime":869.04,"endTime":873.06,"body":"up for higher volume, they"},{"speaker":"Annemie Tonken","startTime":873.06,"endTime":877.41,"body":"weren't focusing on that super"},{"speaker":"Annemie Tonken","startTime":873.06,"endTime":877.41,"body":"luxury experience, they would"},{"speaker":"Annemie Tonken","startTime":877.41,"endTime":881.49,"body":"still be considered workhorses."},{"speaker":"Annemie Tonken","startTime":877.41,"endTime":881.49,"body":"I've also known photographers"},{"speaker":"Annemie Tonken","startTime":881.49,"endTime":884.79,"body":"whose price point was so low"},{"speaker":"Annemie Tonken","startTime":881.49,"endTime":884.79,"body":"that you might be tempted to"},{"speaker":"Annemie Tonken","startTime":884.79,"endTime":889.59,"body":"assume that they were set up as"},{"speaker":"Annemie Tonken","startTime":884.79,"endTime":889.59,"body":"a donkey business, except that"},{"speaker":"Annemie Tonken","startTime":889.59,"endTime":892.89,"body":"they're not looking for any kind"},{"speaker":"Annemie Tonken","startTime":889.59,"endTime":892.89,"body":"of volume. They're not built for"},{"speaker":"Annemie Tonken","startTime":892.89,"endTime":895.74,"body":"volume and that's not the way"},{"speaker":"Annemie Tonken","startTime":892.89,"endTime":895.74,"body":"that they set their business up."},{"speaker":"Annemie Tonken","startTime":896.1,"endTime":900.0,"body":"Now, I want to point out that"},{"speaker":"Annemie Tonken","startTime":896.1,"endTime":900.0,"body":"when you see a business with Sue"},{"speaker":"Annemie Tonken","startTime":900.0,"endTime":904.02,"body":"for low prices, that is offering"},{"speaker":"Annemie Tonken","startTime":900.0,"endTime":904.02,"body":"a higher end experience,"},{"speaker":"Annemie Tonken","startTime":904.14,"endTime":907.77,"body":"oftentimes, that is a red flag."},{"speaker":"Annemie Tonken","startTime":904.14,"endTime":907.77,"body":"It suggests that the"},{"speaker":"Annemie Tonken","startTime":907.77,"endTime":911.79,"body":"photographer might be, you know,"},{"speaker":"Annemie Tonken","startTime":907.77,"endTime":911.79,"body":"keen to offer this"},{"speaker":"Annemie Tonken","startTime":911.88,"endTime":914.85,"body":"personalization and this lovely"},{"speaker":"Annemie Tonken","startTime":911.88,"endTime":914.85,"body":"attention, but they haven't"},{"speaker":"Annemie Tonken","startTime":914.85,"endTime":918.63,"body":"really run their numbers and"},{"speaker":"Annemie Tonken","startTime":914.85,"endTime":918.63,"body":"they're underpricing themselves."},{"speaker":"Annemie Tonken","startTime":918.69,"endTime":923.07,"body":"And that leads to a lack of"},{"speaker":"Annemie Tonken","startTime":918.69,"endTime":923.07,"body":"sustainability. However, it is"},{"speaker":"Annemie Tonken","startTime":923.07,"endTime":927.72,"body":"possible in under certain"},{"speaker":"Annemie Tonken","startTime":923.07,"endTime":927.72,"body":"circumstances, that that is done"},{"speaker":"Annemie Tonken","startTime":927.72,"endTime":931.14,"body":"deliberately, and is set up to"},{"speaker":"Annemie Tonken","startTime":927.72,"endTime":931.14,"body":"meet the needs of that"},{"speaker":"Annemie Tonken","startTime":931.14,"endTime":936.27,"body":"particular photographer. It is"},{"speaker":"Annemie Tonken","startTime":931.14,"endTime":936.27,"body":"super important, I think it's"},{"speaker":"Annemie Tonken","startTime":936.27,"endTime":939.06,"body":"very easy to look from the"},{"speaker":"Annemie Tonken","startTime":936.27,"endTime":939.06,"body":"outside of someone's business"},{"speaker":"Annemie Tonken","startTime":939.06,"endTime":942.99,"body":"and judge whether they are set"},{"speaker":"Annemie Tonken","startTime":939.06,"endTime":942.99,"body":"up profit profitably or not. And"},{"speaker":"Annemie Tonken","startTime":942.99,"endTime":947.85,"body":"we often do that just based"},{"speaker":"Annemie Tonken","startTime":942.99,"endTime":947.85,"body":"entirely on what their, like"},{"speaker":"Annemie Tonken","startTime":947.85,"endTime":952.71,"body":"bottom line price is. But again,"},{"speaker":"Annemie Tonken","startTime":947.85,"endTime":952.71,"body":"depending on your costs,"},{"speaker":"Annemie Tonken","startTime":952.71,"endTime":956.31,"body":"depending on what you're trying"},{"speaker":"Annemie Tonken","startTime":952.71,"endTime":956.31,"body":"to pay yourself, you can be"},{"speaker":"Annemie Tonken","startTime":956.31,"endTime":962.46,"body":"profitable, in, you know, in a"},{"speaker":"Annemie Tonken","startTime":956.31,"endTime":962.46,"body":"very wide range of, of numbers."},{"speaker":"Annemie Tonken","startTime":962.49,"endTime":966.33,"body":"So when it comes to pricing,"},{"speaker":"Annemie Tonken","startTime":962.49,"endTime":966.33,"body":"everything is relative. And it's"},{"speaker":"Annemie Tonken","startTime":966.33,"endTime":968.85,"body":"important not to jump to"},{"speaker":"Annemie Tonken","startTime":966.33,"endTime":968.85,"body":"conclusions when you look at"},{"speaker":"Annemie Tonken","startTime":968.85,"endTime":972.96,"body":"someone's numbers. So, again,"},{"speaker":"Annemie Tonken","startTime":968.85,"endTime":972.96,"body":"the important thing to know"},{"speaker":"Annemie Tonken","startTime":972.96,"endTime":976.35,"body":"about being set up as a"},{"speaker":"Annemie Tonken","startTime":972.96,"endTime":976.35,"body":"workhorse is that because you're"},{"speaker":"Annemie Tonken","startTime":976.35,"endTime":981.6,"body":"not offering some kind of super"},{"speaker":"Annemie Tonken","startTime":976.35,"endTime":981.6,"body":"Luxe experience. And because"},{"speaker":"Annemie Tonken","startTime":981.6,"endTime":984.9,"body":"you're not trying to be the"},{"speaker":"Annemie Tonken","startTime":981.6,"endTime":984.9,"body":"cheapest photographer around and"},{"speaker":"Annemie Tonken","startTime":984.9,"endTime":989.82,"body":"compete primarily on price, it"},{"speaker":"Annemie Tonken","startTime":984.9,"endTime":989.82,"body":"is absolutely essential that you"},{"speaker":"Annemie Tonken","startTime":989.82,"endTime":993.24,"body":"decide what you do want your"},{"speaker":"Annemie Tonken","startTime":989.82,"endTime":993.24,"body":"clients to find you for what you"},{"speaker":"Annemie Tonken","startTime":993.24,"endTime":996.09,"body":"want, you know, you want to be"},{"speaker":"Annemie Tonken","startTime":993.24,"endTime":996.09,"body":"known as like the go to"},{"speaker":"Annemie Tonken","startTime":996.09,"endTime":999.24,"body":"photographer for fill in the"},{"speaker":"Annemie Tonken","startTime":996.09,"endTime":999.24,"body":"blank, whatever that thing may"},{"speaker":"Annemie Tonken","startTime":999.24,"endTime":1004.25,"body":"be. And then you need to make"},{"speaker":"Annemie Tonken","startTime":999.24,"endTime":1004.25,"body":"that super, super crystal clear."},{"speaker":"Annemie Tonken","startTime":1004.4,"endTime":1008.21,"body":"It is way, way, way too easy to"},{"speaker":"Annemie Tonken","startTime":1004.4,"endTime":1008.21,"body":"get lost in the sea of"},{"speaker":"Annemie Tonken","startTime":1008.21,"endTime":1012.17,"body":"competition as a workhorse"},{"speaker":"Annemie Tonken","startTime":1008.21,"endTime":1012.17,"body":"photographer, whose photos and"},{"speaker":"Annemie Tonken","startTime":1012.17,"endTime":1017.48,"body":"messaging are good and fine, but"},{"speaker":"Annemie Tonken","startTime":1012.17,"endTime":1017.48,"body":"like vanilla, and they kind of"},{"speaker":"Annemie Tonken","startTime":1017.48,"endTime":1020.78,"body":"look like everybody else's."},{"speaker":"Annemie Tonken","startTime":1017.48,"endTime":1020.78,"body":"Because if you are not competing"},{"speaker":"Annemie Tonken","startTime":1020.78,"endTime":1025.85,"body":"on price alone, and you are not"},{"speaker":"Annemie Tonken","startTime":1020.78,"endTime":1025.85,"body":"trying to, you know,"},{"speaker":"Annemie Tonken","startTime":1025.88,"endTime":1029.24,"body":"differentiate yourself as this"},{"speaker":"Annemie Tonken","startTime":1025.88,"endTime":1029.24,"body":"photographer who is at the tippy"},{"speaker":"Annemie Tonken","startTime":1029.24,"endTime":1033.29,"body":"top of the market, which does"},{"speaker":"Annemie Tonken","startTime":1029.24,"endTime":1033.29,"body":"appeal to a very specific group"},{"speaker":"Annemie Tonken","startTime":1033.29,"endTime":1037.64,"body":"of people, you're going to have"},{"speaker":"Annemie Tonken","startTime":1033.29,"endTime":1037.64,"body":"to make it really clear to"},{"speaker":"Annemie Tonken","startTime":1037.64,"endTime":1041.12,"body":"somebody that like hey, the"},{"speaker":"Annemie Tonken","startTime":1037.64,"endTime":1041.12,"body":"reason you want to hire me is"},{"speaker":"Annemie Tonken","startTime":1041.12,"endTime":1048.71,"body":"this. And whether that's a genre"},{"speaker":"Annemie Tonken","startTime":1041.12,"endTime":1048.71,"body":"or a personality quirk or a the"},{"speaker":"Annemie Tonken","startTime":1048.71,"endTime":1051.14,"body":"fact that you've got some"},{"speaker":"Annemie Tonken","startTime":1048.71,"endTime":1051.14,"body":"amazing client closet, or"},{"speaker":"Annemie Tonken","startTime":1051.14,"endTime":1053.9,"body":"whatever the case may be, you"},{"speaker":"Annemie Tonken","startTime":1051.14,"endTime":1053.9,"body":"have to separate yourself from"},{"speaker":"Annemie Tonken","startTime":1053.9,"endTime":1058.13,"body":"everyone else. So this is a"},{"speaker":"Annemie Tonken","startTime":1053.9,"endTime":1058.13,"body":"short episode. The reason I"},{"speaker":"Annemie Tonken","startTime":1058.13,"endTime":1062.6,"body":"wanted to clarify some of this"},{"speaker":"Annemie Tonken","startTime":1058.13,"endTime":1062.6,"body":"here today is that I want to be"},{"speaker":"Annemie Tonken","startTime":1062.6,"endTime":1066.29,"body":"sure that when you think about"},{"speaker":"Annemie Tonken","startTime":1062.6,"endTime":1066.29,"body":"your business model and getting"},{"speaker":"Annemie Tonken","startTime":1066.29,"endTime":1070.49,"body":"it aligned properly, you aren't"},{"speaker":"Annemie Tonken","startTime":1066.29,"endTime":1070.49,"body":"limiting yourself or your profit"},{"speaker":"Annemie Tonken","startTime":1070.49,"endTime":1074.81,"body":"margins unnecessarily. A while"},{"speaker":"Annemie Tonken","startTime":1070.49,"endTime":1074.81,"body":"ago, there was this great"},{"speaker":"Annemie Tonken","startTime":1074.81,"endTime":1078.02,"body":"conversation in my Facebook"},{"speaker":"Annemie Tonken","startTime":1074.81,"endTime":1078.02,"body":"group, which, by the way, if you"},{"speaker":"Annemie Tonken","startTime":1078.02,"endTime":1080.18,"body":"haven't yet joined the this"},{"speaker":"Annemie Tonken","startTime":1078.02,"endTime":1080.18,"body":"can't be that hard Facebook"},{"speaker":"Annemie Tonken","startTime":1080.18,"endTime":1084.77,"body":"group, go join it's"},{"speaker":"Annemie Tonken","startTime":1080.18,"endTime":1084.77,"body":"facebook.com/groups/this can't"},{"speaker":"Annemie Tonken","startTime":1084.77,"endTime":1088.94,"body":"be that hard. It's amazing."},{"speaker":"Annemie Tonken","startTime":1084.77,"endTime":1088.94,"body":"We've got 1000s of photographers"},{"speaker":"Annemie Tonken","startTime":1088.94,"endTime":1094.94,"body":"in there now. And it's a very,"},{"speaker":"Annemie Tonken","startTime":1088.94,"endTime":1094.94,"body":"it's a great sort of place to go"},{"speaker":"Annemie Tonken","startTime":1094.94,"endTime":1097.61,"body":"with business questions and"},{"speaker":"Annemie Tonken","startTime":1094.94,"endTime":1097.61,"body":"things like that. But anyway,"},{"speaker":"Annemie Tonken","startTime":1097.61,"endTime":1101.24,"body":"there was this conversation"},{"speaker":"Annemie Tonken","startTime":1097.61,"endTime":1101.24,"body":"going on about pricing, and one"},{"speaker":"Annemie Tonken","startTime":1101.24,"endTime":1106.19,"body":"of the people posted about how"},{"speaker":"Annemie Tonken","startTime":1101.24,"endTime":1106.19,"body":"she had run her numbers, she"},{"speaker":"Annemie Tonken","startTime":1106.19,"endTime":1109.19,"body":"knew she needed to charge a"},{"speaker":"Annemie Tonken","startTime":1106.19,"endTime":1109.19,"body":"relatively high premium for her"},{"speaker":"Annemie Tonken","startTime":1109.19,"endTime":1112.07,"body":"services. But she was feeling"},{"speaker":"Annemie Tonken","startTime":1109.19,"endTime":1112.07,"body":"stuck because she didn't want to"},{"speaker":"Annemie Tonken","startTime":1112.07,"endTime":1114.68,"body":"set her business up as a"},{"speaker":"Annemie Tonken","startTime":1112.07,"endTime":1114.68,"body":"unicorn. She said she would"},{"speaker":"Annemie Tonken","startTime":1114.68,"endTime":1118.22,"body":"rather set herself up as a"},{"speaker":"Annemie Tonken","startTime":1114.68,"endTime":1118.22,"body":"sophisticated workforce. And"},{"speaker":"Annemie Tonken","startTime":1118.22,"endTime":1121.91,"body":"that was awesome, because I got"},{"speaker":"Annemie Tonken","startTime":1118.22,"endTime":1121.91,"body":"to talk to her and the people"},{"speaker":"Annemie Tonken","startTime":1121.91,"endTime":1126.26,"body":"who were part of this thread,"},{"speaker":"Annemie Tonken","startTime":1121.91,"endTime":1126.26,"body":"about the fact that there are no"},{"speaker":"Annemie Tonken","startTime":1126.26,"endTime":1130.28,"body":"hard and fast lines when it"},{"speaker":"Annemie Tonken","startTime":1126.26,"endTime":1130.28,"body":"comes to your business business"},{"speaker":"Annemie Tonken","startTime":1130.28,"endTime":1134.27,"body":"model and your pricing. First of"},{"speaker":"Annemie Tonken","startTime":1130.28,"endTime":1134.27,"body":"all, obviously, what's expensive"},{"speaker":"Annemie Tonken","startTime":1134.27,"endTime":1138.56,"body":"in one community or to one"},{"speaker":"Annemie Tonken","startTime":1134.27,"endTime":1138.56,"body":"person may very well seem pretty"},{"speaker":"Annemie Tonken","startTime":1138.56,"endTime":1143.45,"body":"reasonable to another person or"},{"speaker":"Annemie Tonken","startTime":1138.56,"endTime":1143.45,"body":"in another location. And you"},{"speaker":"Annemie Tonken","startTime":1145.07,"endTime":1148.55,"body":"are very much included in those"},{"speaker":"Annemie Tonken","startTime":1145.07,"endTime":1148.55,"body":"people that I'm talking about"},{"speaker":"Annemie Tonken","startTime":1148.55,"endTime":1152.12,"body":"when I say something may seem"},{"speaker":"Annemie Tonken","startTime":1148.55,"endTime":1152.12,"body":"reasonable or not. It's always"},{"speaker":"Annemie Tonken","startTime":1152.12,"endTime":1156.05,"body":"important to remember that your"},{"speaker":"Annemie Tonken","startTime":1152.12,"endTime":1156.05,"body":"money mindset, your scarcity"},{"speaker":"Annemie Tonken","startTime":1156.05,"endTime":1159.38,"body":"mindset, or your abundance"},{"speaker":"Annemie Tonken","startTime":1156.05,"endTime":1159.38,"body":"mindset, or the stress that you"},{"speaker":"Annemie Tonken","startTime":1159.38,"endTime":1163.28,"body":"feel around money or what it is"},{"speaker":"Annemie Tonken","startTime":1159.38,"endTime":1163.28,"body":"that you're used to. All of that"},{"speaker":"Annemie Tonken","startTime":1163.28,"endTime":1167.42,"body":"color's your perception of what"},{"speaker":"Annemie Tonken","startTime":1163.28,"endTime":1167.42,"body":"is expensive or cheap. Those are"},{"speaker":"Annemie Tonken","startTime":1167.42,"endTime":1172.88,"body":"relative terms. Reasonable and"},{"speaker":"Annemie Tonken","startTime":1167.42,"endTime":1172.88,"body":"unreasonable also relative, you"},{"speaker":"Annemie Tonken","startTime":1172.88,"endTime":1176.87,"body":"have to realize that that does"},{"speaker":"Annemie Tonken","startTime":1172.88,"endTime":1176.87,"body":"not color everyone's view the"},{"speaker":"Annemie Tonken","startTime":1176.87,"endTime":1181.49,"body":"same way. And so when you set up"},{"speaker":"Annemie Tonken","startTime":1176.87,"endTime":1181.49,"body":"a business, you run your"},{"speaker":"Annemie Tonken","startTime":1181.49,"endTime":1185.84,"body":"numbers. You well first you"},{"speaker":"Annemie Tonken","startTime":1181.49,"endTime":1185.84,"body":"think about your preferences and"},{"speaker":"Annemie Tonken","startTime":1185.84,"endTime":1188.54,"body":"your parameters, right? What you"},{"speaker":"Annemie Tonken","startTime":1185.84,"endTime":1188.54,"body":"the way that you want to run"},{"speaker":"Annemie Tonken","startTime":1188.54,"endTime":1191.0,"body":"your business, the number of"},{"speaker":"Annemie Tonken","startTime":1188.54,"endTime":1191.0,"body":"clients you want to take on the"},{"speaker":"Annemie Tonken","startTime":1191.0,"endTime":1193.55,"body":"kind of service you want to give"},{"speaker":"Annemie Tonken","startTime":1191.0,"endTime":1193.55,"body":"all of those kinds of things."},{"speaker":"Annemie Tonken","startTime":1194.18,"endTime":1196.64,"body":"And then you run your numbers"},{"speaker":"Annemie Tonken","startTime":1194.18,"endTime":1196.64,"body":"and you figure out how much"},{"speaker":"Annemie Tonken","startTime":1196.64,"endTime":1200.6,"body":"money you need to make and want"},{"speaker":"Annemie Tonken","startTime":1196.64,"endTime":1200.6,"body":"to make an order or to pay"},{"speaker":"Annemie Tonken","startTime":1200.6,"endTime":1203.69,"body":"yourself well pay all of your"},{"speaker":"Annemie Tonken","startTime":1200.6,"endTime":1203.69,"body":"bills, set aside money for taxes"},{"speaker":"Annemie Tonken","startTime":1203.69,"endTime":1207.98,"body":"and retirement and all that sort"},{"speaker":"Annemie Tonken","startTime":1203.69,"endTime":1207.98,"body":"of thing. And then all it is, is"},{"speaker":"Annemie Tonken","startTime":1208.1,"endTime":1211.91,"body":"connecting those two, you build"},{"speaker":"Annemie Tonken","startTime":1208.1,"endTime":1211.91,"body":"an aligned business that puts"},{"speaker":"Annemie Tonken","startTime":1211.91,"endTime":1216.68,"body":"you in the position to make that"},{"speaker":"Annemie Tonken","startTime":1211.91,"endTime":1216.68,"body":"all happen, you attract to the"},{"speaker":"Annemie Tonken","startTime":1216.68,"endTime":1221.03,"body":"right people who are not"},{"speaker":"Annemie Tonken","startTime":1216.68,"endTime":1221.03,"body":"sensitive at the price point"},{"speaker":"Annemie Tonken","startTime":1221.03,"endTime":1224.63,"body":"that you need to set, and you"},{"speaker":"Annemie Tonken","startTime":1221.03,"endTime":1224.63,"body":"create a service that brings"},{"speaker":"Annemie Tonken","startTime":1224.63,"endTime":1228.17,"body":"them in. So hopefully this"},{"speaker":"Annemie Tonken","startTime":1224.63,"endTime":1228.17,"body":"little bit of clarification was"},{"speaker":"Annemie Tonken","startTime":1228.17,"endTime":1233.12,"body":"helpful. I just wanted to get in"},{"speaker":"Annemie Tonken","startTime":1228.17,"endTime":1233.12,"body":"here, but let me know. You know,"},{"speaker":"Annemie Tonken","startTime":1233.15,"endTime":1237.08,"body":"send me a DM or put comments in"},{"speaker":"Annemie Tonken","startTime":1233.15,"endTime":1237.08,"body":"the Instagram feed this week. I"},{"speaker":"Annemie Tonken","startTime":1237.08,"endTime":1240.23,"body":"would love to hear your feedback"},{"speaker":"Annemie Tonken","startTime":1237.08,"endTime":1240.23,"body":"on this. And I hope you have a"},{"speaker":"Annemie Tonken","startTime":1240.23,"endTime":1244.76,"body":"really good day. Well, that's it"},{"speaker":"Annemie Tonken","startTime":1240.23,"endTime":1244.76,"body":"for this week's episode of This"},{"speaker":"Annemie Tonken","startTime":1244.76,"endTime":1248.54,"body":"can't be that hard. I'll be back"},{"speaker":"Annemie Tonken","startTime":1244.76,"endTime":1248.54,"body":"Same time, same place next week."},{"speaker":"Annemie Tonken","startTime":1248.99,"endTime":1251.72,"body":"In the meantime, you can find"},{"speaker":"Annemie Tonken","startTime":1248.99,"endTime":1251.72,"body":"more information about this"},{"speaker":"Annemie Tonken","startTime":1251.72,"endTime":1254.66,"body":"episode, along with all the"},{"speaker":"Annemie Tonken","startTime":1251.72,"endTime":1254.66,"body":"relevant links, notes and"},{"speaker":"Annemie Tonken","startTime":1254.66,"endTime":1259.52,"body":"downloads at this can't be that"},{"speaker":"Annemie Tonken","startTime":1254.66,"endTime":1259.52,"body":"hard.com/learn If you liked the"},{"speaker":"Annemie Tonken","startTime":1259.52,"endTime":1263.06,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":1259.52,"endTime":1263.06,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":1263.24,"endTime":1266.9,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":1263.24,"endTime":1266.9,"body":"review in iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":1267.08,"endTime":1270.59,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":1267.08,"endTime":1270.59,"body":"hope you have a fantastic week."}]}