{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.66,"endTime":4.14,"body":"So you know,"},{"speaker":"Annemie Tonken","startTime":0.66,"endTime":4.14,"body":"that show the bachelor? I guess"},{"speaker":"Annemie Tonken","startTime":4.14,"endTime":7.2,"body":"I should admit, I don't really"},{"speaker":"Annemie Tonken","startTime":4.14,"endTime":7.2,"body":"know that show very well, I've"},{"speaker":"Annemie Tonken","startTime":7.2,"endTime":10.98,"body":"never watched it. I kind of"},{"speaker":"Annemie Tonken","startTime":7.2,"endTime":10.98,"body":"understand the premise. But more"},{"speaker":"Annemie Tonken","startTime":10.98,"endTime":14.37,"body":"than anything, I understand it,"},{"speaker":"Annemie Tonken","startTime":10.98,"endTime":14.37,"body":"because it's just out there in"},{"speaker":"Annemie Tonken","startTime":14.37,"endTime":17.67,"body":"the world these days, right?"},{"speaker":"Annemie Tonken","startTime":14.37,"endTime":17.67,"body":"There's the single guy. And then"},{"speaker":"Annemie Tonken","startTime":17.67,"endTime":20.16,"body":"there's a whole bunch of women"},{"speaker":"Annemie Tonken","startTime":17.67,"endTime":20.16,"body":"who are competing to marry him."},{"speaker":"Annemie Tonken","startTime":20.19,"endTime":24.36,"body":"That's basically the idea,"},{"speaker":"Annemie Tonken","startTime":20.19,"endTime":24.36,"body":"right? Well, I realized that the"},{"speaker":"Annemie Tonken","startTime":24.36,"endTime":29.25,"body":"Bachelor is just a show. But the"},{"speaker":"Annemie Tonken","startTime":24.36,"endTime":29.25,"body":"whole idea of that show just"},{"speaker":"Annemie Tonken","startTime":29.25,"endTime":33.42,"body":"totally weirds me out. Like,"},{"speaker":"Annemie Tonken","startTime":29.25,"endTime":33.42,"body":"what if this guy's a douchebag?"},{"speaker":"Annemie Tonken","startTime":33.45,"endTime":37.53,"body":"Right? In fact, I essentially"},{"speaker":"Annemie Tonken","startTime":33.45,"endTime":37.53,"body":"assume that he has to be one,"},{"speaker":"Annemie Tonken","startTime":37.56,"endTime":41.7,"body":"given that he has voluntarily"},{"speaker":"Annemie Tonken","startTime":37.56,"endTime":41.7,"body":"gone on a show where the whole"},{"speaker":"Annemie Tonken","startTime":41.7,"endTime":44.01,"body":"thing is that a bunch of women"},{"speaker":"Annemie Tonken","startTime":41.7,"endTime":44.01,"body":"are going to compete for his"},{"speaker":"Annemie Tonken","startTime":44.01,"endTime":47.13,"body":"attention. I just feel like"},{"speaker":"Annemie Tonken","startTime":44.01,"endTime":47.13,"body":"that. It attracts a very"},{"speaker":"Annemie Tonken","startTime":47.13,"endTime":51.06,"body":"particular kind of person. But I"},{"speaker":"Annemie Tonken","startTime":47.13,"endTime":51.06,"body":"think about what must go into"},{"speaker":"Annemie Tonken","startTime":51.06,"endTime":54.66,"body":"the minds of these women who"},{"speaker":"Annemie Tonken","startTime":51.06,"endTime":54.66,"body":"sign up for the show, you know,"},{"speaker":"Annemie Tonken","startTime":54.66,"endTime":58.05,"body":"how many of them go in thinking"},{"speaker":"Annemie Tonken","startTime":54.66,"endTime":58.05,"body":"like, oh, this will be fun? Or"},{"speaker":"Annemie Tonken","startTime":58.05,"endTime":61.26,"body":"maybe I'll win some money? Or"},{"speaker":"Annemie Tonken","startTime":58.05,"endTime":61.26,"body":"maybe this guy will turn out to"},{"speaker":"Annemie Tonken","startTime":61.26,"endTime":65.16,"body":"be great, who knows what's going"},{"speaker":"Annemie Tonken","startTime":61.26,"endTime":65.16,"body":"through their minds, right? But"},{"speaker":"Annemie Tonken","startTime":65.31,"endTime":69.63,"body":"what are the chances and what"},{"speaker":"Annemie Tonken","startTime":65.31,"endTime":69.63,"body":"must they think the chances are,"},{"speaker":"Annemie Tonken","startTime":69.66,"endTime":73.53,"body":"that they will actually fall in"},{"speaker":"Annemie Tonken","startTime":69.66,"endTime":73.53,"body":"love? Given that setup, the"},{"speaker":"Annemie Tonken","startTime":73.53,"endTime":78.15,"body":"whole goal of the show is that"},{"speaker":"Annemie Tonken","startTime":73.53,"endTime":78.15,"body":"you are there to compete for"},{"speaker":"Annemie Tonken","startTime":78.15,"endTime":82.56,"body":"some predetermined dude you've"},{"speaker":"Annemie Tonken","startTime":78.15,"endTime":82.56,"body":"never met? Like, you have no say"},{"speaker":"Annemie Tonken","startTime":82.56,"endTime":85.89,"body":"in the matter in terms of who it"},{"speaker":"Annemie Tonken","startTime":82.56,"endTime":85.89,"body":"is you're competing for. Right?"},{"speaker":"Annemie Tonken","startTime":86.19,"endTime":89.31,"body":"So what if you hate him? I"},{"speaker":"Annemie Tonken","startTime":86.19,"endTime":89.31,"body":"promise that there's a reason"},{"speaker":"Annemie Tonken","startTime":89.31,"endTime":91.95,"body":"that I'm talking about the"},{"speaker":"Annemie Tonken","startTime":89.31,"endTime":91.95,"body":"bachelor. And I'm gonna get back"},{"speaker":"Annemie Tonken","startTime":91.95,"endTime":95.37,"body":"to that at the end of this short"},{"speaker":"Annemie Tonken","startTime":91.95,"endTime":95.37,"body":"show. But in the meantime, let's"},{"speaker":"Annemie Tonken","startTime":95.37,"endTime":99.48,"body":"Cue the music. And then we'll"},{"speaker":"Annemie Tonken","startTime":95.37,"endTime":99.48,"body":"get started. Welcome to this"},{"speaker":"Annemie Tonken","startTime":99.48,"endTime":102.9,"body":"can't be that hard. My name is"},{"speaker":"Annemie Tonken","startTime":99.48,"endTime":102.9,"body":"Annemie Tonken. And I help"},{"speaker":"Annemie Tonken","startTime":102.9,"endTime":106.14,"body":"photographers run profitable,"},{"speaker":"Annemie Tonken","startTime":102.9,"endTime":106.14,"body":"sustainable businesses that they"},{"speaker":"Annemie Tonken","startTime":106.14,"endTime":110.82,"body":"love. Each week on the podcast,"},{"speaker":"Annemie Tonken","startTime":106.14,"endTime":110.82,"body":"I cover simple, actionable"},{"speaker":"Annemie Tonken","startTime":110.82,"endTime":114.0,"body":"strategies and systems that"},{"speaker":"Annemie Tonken","startTime":110.82,"endTime":114.0,"body":"photographers at every level of"},{"speaker":"Annemie Tonken","startTime":114.0,"endTime":117.81,"body":"experience can use to earn more"},{"speaker":"Annemie Tonken","startTime":114.0,"endTime":117.81,"body":"money in a more sustainable way."},{"speaker":"Annemie Tonken","startTime":118.71,"endTime":121.68,"body":"Running a photography business"},{"speaker":"Annemie Tonken","startTime":118.71,"endTime":121.68,"body":"doesn't have to be that hard."},{"speaker":"Annemie Tonken","startTime":122.13,"endTime":124.38,"body":"You can do it. And I can show"},{"speaker":"Annemie Tonken","startTime":122.13,"endTime":124.38,"body":"you how."},{"speaker":"Annemie Tonken","startTime":128.699,"endTime":132.359,"body":"So if you're listening to this"},{"speaker":"Annemie Tonken","startTime":128.699,"endTime":132.359,"body":"one, it drops Happy Valentine's"},{"speaker":"Annemie Tonken","startTime":132.359,"endTime":136.259,"body":"Day, I figured we'd start with"},{"speaker":"Annemie Tonken","startTime":132.359,"endTime":136.259,"body":"something a little silly because"},{"speaker":"Annemie Tonken","startTime":136.289,"endTime":139.979,"body":"love is in the air. It's kind of"},{"speaker":"Annemie Tonken","startTime":136.289,"endTime":139.979,"body":"a silly holiday. And that got me"},{"speaker":"Annemie Tonken","startTime":139.979,"endTime":144.029,"body":"thinking about the tagline of"},{"speaker":"Annemie Tonken","startTime":139.979,"endTime":144.029,"body":"this education business, right?"},{"speaker":"Annemie Tonken","startTime":144.029,"endTime":147.569,"body":"This can't be that hard tagline"},{"speaker":"Annemie Tonken","startTime":144.029,"endTime":147.569,"body":"is helping photographers run"},{"speaker":"Annemie Tonken","startTime":147.569,"endTime":151.679,"body":"profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":147.569,"endTime":151.679,"body":"businesses they love. There's"},{"speaker":"Annemie Tonken","startTime":151.679,"endTime":154.889,"body":"that L Word. And no matter if"},{"speaker":"Annemie Tonken","startTime":151.679,"endTime":154.889,"body":"you're listening to this, while"},{"speaker":"Annemie Tonken","startTime":154.889,"endTime":158.099,"body":"you're you know, snacking on"},{"speaker":"Annemie Tonken","startTime":154.889,"endTime":158.099,"body":"chocolates from your boo on"},{"speaker":"Annemie Tonken","startTime":158.099,"endTime":161.309,"body":"February 14, or maybe you're"},{"speaker":"Annemie Tonken","startTime":158.099,"endTime":161.309,"body":"catching it some other day of"},{"speaker":"Annemie Tonken","startTime":161.309,"endTime":165.449,"body":"the year, no problem. But I"},{"speaker":"Annemie Tonken","startTime":161.309,"endTime":165.449,"body":"figured that it's as good a day"},{"speaker":"Annemie Tonken","startTime":165.449,"endTime":168.599,"body":"as any to talk about that last"},{"speaker":"Annemie Tonken","startTime":165.449,"endTime":168.599,"body":"little bit of the tagline."},{"speaker":"Annemie Tonken","startTime":168.659,"endTime":172.469,"body":"Because I think that when people"},{"speaker":"Annemie Tonken","startTime":168.659,"endTime":172.469,"body":"find this podcast, and they hear"},{"speaker":"Annemie Tonken","startTime":172.469,"endTime":176.159,"body":"the tagline, and they know that"},{"speaker":"Annemie Tonken","startTime":172.469,"endTime":176.159,"body":"it's a business podcast, they"},{"speaker":"Annemie Tonken","startTime":176.159,"endTime":180.089,"body":"figure like the profitable and"},{"speaker":"Annemie Tonken","startTime":176.159,"endTime":180.089,"body":"sustainable parts are the"},{"speaker":"Annemie Tonken","startTime":180.089,"endTime":182.999,"body":"important parts, right? They"},{"speaker":"Annemie Tonken","startTime":180.089,"endTime":182.999,"body":"they seem like the more"},{"speaker":"Annemie Tonken","startTime":182.999,"endTime":186.929,"body":"important aspects to running a"},{"speaker":"Annemie Tonken","startTime":182.999,"endTime":186.929,"body":"business, I would actually argue"},{"speaker":"Annemie Tonken","startTime":186.929,"endTime":190.589,"body":"that that's wrong. And if it"},{"speaker":"Annemie Tonken","startTime":186.929,"endTime":190.589,"body":"didn't sound so awkward, I"},{"speaker":"Annemie Tonken","startTime":190.589,"endTime":194.489,"body":"probably would have written the"},{"speaker":"Annemie Tonken","startTime":190.589,"endTime":194.489,"body":"tagline to be, you know, helping"},{"speaker":"Annemie Tonken","startTime":194.489,"endTime":198.209,"body":"photographers build a business"},{"speaker":"Annemie Tonken","startTime":194.489,"endTime":198.209,"body":"they love that's also profitable"},{"speaker":"Annemie Tonken","startTime":198.239,"endTime":201.089,"body":"and sustainable. That just does"},{"speaker":"Annemie Tonken","startTime":198.239,"endTime":201.089,"body":"not roll off the tongue. But the"},{"speaker":"Annemie Tonken","startTime":201.089,"endTime":203.939,"body":"fact of the matter is most of us"},{"speaker":"Annemie Tonken","startTime":201.089,"endTime":203.939,"body":"get into photography for the"},{"speaker":"Annemie Tonken","startTime":203.939,"endTime":208.799,"body":"first time, like into the"},{"speaker":"Annemie Tonken","startTime":203.939,"endTime":208.799,"body":"business of photography for our"},{"speaker":"Annemie Tonken","startTime":208.799,"endTime":212.939,"body":"love of the art form. I mean,"},{"speaker":"Annemie Tonken","startTime":208.799,"endTime":212.939,"body":"you know, there are those people"},{"speaker":"Annemie Tonken","startTime":212.939,"endTime":216.749,"body":"out there who look at what a"},{"speaker":"Annemie Tonken","startTime":212.939,"endTime":216.749,"body":"photographer does, they like"},{"speaker":"Annemie Tonken","startTime":216.749,"endTime":218.429,"body":"taking pictures, and they're"},{"speaker":"Annemie Tonken","startTime":216.749,"endTime":218.429,"body":"like, Oh, that looks like an"},{"speaker":"Annemie Tonken","startTime":218.429,"endTime":221.279,"body":"easy way to make a quick buck."},{"speaker":"Annemie Tonken","startTime":218.429,"endTime":221.279,"body":"Those people are out of business"},{"speaker":"Annemie Tonken","startTime":221.279,"endTime":224.549,"body":"very quickly, because they get"},{"speaker":"Annemie Tonken","startTime":221.279,"endTime":224.549,"body":"into business, they go through a"},{"speaker":"Annemie Tonken","startTime":224.549,"endTime":227.609,"body":"couple of, you know, weeks or"},{"speaker":"Annemie Tonken","startTime":224.549,"endTime":227.609,"body":"months, then they realize"},{"speaker":"Annemie Tonken","startTime":227.609,"endTime":232.169,"body":"there's a lot more to it than"},{"speaker":"Annemie Tonken","startTime":227.609,"endTime":232.169,"body":"just fistfuls of cash. So you"},{"speaker":"Annemie Tonken","startTime":232.169,"endTime":236.219,"body":"know, they're out. The rest of"},{"speaker":"Annemie Tonken","startTime":232.169,"endTime":236.219,"body":"us are just hoping to build a"},{"speaker":"Annemie Tonken","startTime":236.219,"endTime":238.949,"body":"small business that earns us a"},{"speaker":"Annemie Tonken","startTime":236.219,"endTime":238.949,"body":"reasonable living doing"},{"speaker":"Annemie Tonken","startTime":238.949,"endTime":242.759,"body":"something that we love a lot."},{"speaker":"Annemie Tonken","startTime":238.949,"endTime":242.759,"body":"And that is an absolutely"},{"speaker":"Annemie Tonken","startTime":243.089,"endTime":246.779,"body":"wonderful goal. I think the fact"},{"speaker":"Annemie Tonken","startTime":243.089,"endTime":246.779,"body":"that I have been able to do that"},{"speaker":"Annemie Tonken","startTime":246.779,"endTime":251.009,"body":"in my own life for the last 13"},{"speaker":"Annemie Tonken","startTime":246.779,"endTime":251.009,"body":"years, gives me a lot of joy. I"},{"speaker":"Annemie Tonken","startTime":251.009,"endTime":256.109,"body":"talk to my kids a lot about how"},{"speaker":"Annemie Tonken","startTime":251.009,"endTime":256.109,"body":"fortunate I feel, and how I"},{"speaker":"Annemie Tonken","startTime":256.109,"endTime":259.829,"body":"encourage them to try to find"},{"speaker":"Annemie Tonken","startTime":256.109,"endTime":259.829,"body":"that kind of balance in their"},{"speaker":"Annemie Tonken","startTime":259.829,"endTime":262.889,"body":"adult lives. Because there are a"},{"speaker":"Annemie Tonken","startTime":259.829,"endTime":262.889,"body":"lot of people out there making"},{"speaker":"Annemie Tonken","startTime":262.889,"endTime":265.559,"body":"their living doing something"},{"speaker":"Annemie Tonken","startTime":262.889,"endTime":265.559,"body":"that they hate if you can make"},{"speaker":"Annemie Tonken","startTime":265.559,"endTime":269.819,"body":"it work profitably such that you"},{"speaker":"Annemie Tonken","startTime":265.559,"endTime":269.819,"body":"can do this as your job. It's"},{"speaker":"Annemie Tonken","startTime":269.819,"endTime":272.849,"body":"like winning at life as far as"},{"speaker":"Annemie Tonken","startTime":269.819,"endTime":272.849,"body":"I'm concerned. But what I've"},{"speaker":"Annemie Tonken","startTime":272.849,"endTime":275.759,"body":"seen over and over in the"},{"speaker":"Annemie Tonken","startTime":272.849,"endTime":275.759,"body":"photography industry and"},{"speaker":"Annemie Tonken","startTime":275.759,"endTime":279.269,"body":"actually what I have experienced"},{"speaker":"Annemie Tonken","startTime":275.759,"endTime":279.269,"body":"myself at various times in my"},{"speaker":"Annemie Tonken","startTime":279.269,"endTime":283.379,"body":"own career is that when you are"},{"speaker":"Annemie Tonken","startTime":279.269,"endTime":283.379,"body":"in business, right once you move"},{"speaker":"Annemie Tonken","startTime":283.409,"endTime":288.239,"body":"from hobbyist to business owner"},{"speaker":"Annemie Tonken","startTime":283.409,"endTime":288.239,"body":"and actually sometimes even"},{"speaker":"Annemie Tonken","startTime":288.239,"endTime":292.499,"body":"before you get into owning your"},{"speaker":"Annemie Tonken","startTime":288.239,"endTime":292.499,"body":"business, unless everything is"},{"speaker":"Annemie Tonken","startTime":292.499,"endTime":297.899,"body":"going like 1,000% Perfectly you"},{"speaker":"Annemie Tonken","startTime":292.499,"endTime":297.899,"body":"feel super confident about every"},{"speaker":"Annemie Tonken","startTime":297.899,"endTime":300.809,"body":"aspect of your business which"},{"speaker":"Annemie Tonken","startTime":297.899,"endTime":300.809,"body":"does not actually happen all"},{"speaker":"Annemie Tonken","startTime":300.809,"endTime":304.739,"body":"that often, right? When you have"},{"speaker":"Annemie Tonken","startTime":300.809,"endTime":304.739,"body":"those points of vulnerability,"},{"speaker":"Annemie Tonken","startTime":304.739,"endTime":308.129,"body":"it's really easy to look around"},{"speaker":"Annemie Tonken","startTime":304.739,"endTime":308.129,"body":"at what other photographers are"},{"speaker":"Annemie Tonken","startTime":308.129,"endTime":311.639,"body":"doing, and what other"},{"speaker":"Annemie Tonken","startTime":308.129,"endTime":311.639,"body":"photographers are saying and"},{"speaker":"Annemie Tonken","startTime":311.669,"endTime":316.049,"body":"listening to them and starting"},{"speaker":"Annemie Tonken","startTime":311.669,"endTime":316.049,"body":"to lose sight of your own goals."},{"speaker":"Annemie Tonken","startTime":316.36,"endTime":319.18,"body":"So I was talking to one of my"},{"speaker":"Annemie Tonken","startTime":316.36,"endTime":319.18,"body":"students recently, and she"},{"speaker":"Annemie Tonken","startTime":319.18,"endTime":322.69,"body":"mentioned how hard it is, as you"},{"speaker":"Annemie Tonken","startTime":319.18,"endTime":322.69,"body":"grow your business to kind of"},{"speaker":"Annemie Tonken","startTime":322.69,"endTime":325.57,"body":"keep your eyes on your own"},{"speaker":"Annemie Tonken","startTime":322.69,"endTime":325.57,"body":"journey, instead of comparing"},{"speaker":"Annemie Tonken","startTime":325.57,"endTime":329.83,"body":"yourself to other people. And I"},{"speaker":"Annemie Tonken","startTime":325.57,"endTime":329.83,"body":"that resonated so much with me,"},{"speaker":"Annemie Tonken","startTime":329.83,"endTime":332.89,"body":"it was actually the like, seed"},{"speaker":"Annemie Tonken","startTime":329.83,"endTime":332.89,"body":"of inspiration for this entire"},{"speaker":"Annemie Tonken","startTime":332.89,"endTime":336.22,"body":"episode. But her point was like,"},{"speaker":"Annemie Tonken","startTime":332.89,"endTime":336.22,"body":"you look at these other people,"},{"speaker":"Annemie Tonken","startTime":336.22,"endTime":339.52,"body":"and you think, Oh, am I supposed"},{"speaker":"Annemie Tonken","startTime":336.22,"endTime":339.52,"body":"to be doing that too? Is that"},{"speaker":"Annemie Tonken","startTime":339.52,"endTime":342.49,"body":"what success looks like? So you"},{"speaker":"Annemie Tonken","startTime":339.52,"endTime":342.49,"body":"start to make changes, you"},{"speaker":"Annemie Tonken","startTime":342.49,"endTime":347.08,"body":"change maybe your style of"},{"speaker":"Annemie Tonken","startTime":342.49,"endTime":347.08,"body":"either your photography itself,"},{"speaker":"Annemie Tonken","startTime":347.08,"endTime":350.38,"body":"or maybe your editing style, you"},{"speaker":"Annemie Tonken","startTime":347.08,"endTime":350.38,"body":"might start to shift your"},{"speaker":"Annemie Tonken","startTime":350.38,"endTime":354.25,"body":"subject matter a little bit, you"},{"speaker":"Annemie Tonken","startTime":350.38,"endTime":354.25,"body":"redo your offers you redo your"},{"speaker":"Annemie Tonken","startTime":354.25,"endTime":357.85,"body":"pricing, whatever, because you"},{"speaker":"Annemie Tonken","startTime":354.25,"endTime":357.85,"body":"see someone else who appears to"},{"speaker":"Annemie Tonken","startTime":357.85,"endTime":361.87,"body":"be doing well. And your brain"},{"speaker":"Annemie Tonken","startTime":357.85,"endTime":361.87,"body":"says, Go do what they're doing,"},{"speaker":"Annemie Tonken","startTime":361.87,"endTime":365.38,"body":"right? I'll have what she's"},{"speaker":"Annemie Tonken","startTime":361.87,"endTime":365.38,"body":"having. But the fact of the"},{"speaker":"Annemie Tonken","startTime":365.38,"endTime":368.38,"body":"matter is like, what if that"},{"speaker":"Annemie Tonken","startTime":365.38,"endTime":368.38,"body":"person's goals are totally"},{"speaker":"Annemie Tonken","startTime":368.38,"endTime":370.96,"body":"different from yours? What if"},{"speaker":"Annemie Tonken","startTime":368.38,"endTime":370.96,"body":"their market is totally"},{"speaker":"Annemie Tonken","startTime":370.96,"endTime":374.32,"body":"different from yours? What if"},{"speaker":"Annemie Tonken","startTime":370.96,"endTime":374.32,"body":"the thing that they're really,"},{"speaker":"Annemie Tonken","startTime":374.32,"endTime":377.38,"body":"really good at is different from"},{"speaker":"Annemie Tonken","startTime":374.32,"endTime":377.38,"body":"the thing that you're really,"},{"speaker":"Annemie Tonken","startTime":377.38,"endTime":380.44,"body":"really good at, right? Or maybe"},{"speaker":"Annemie Tonken","startTime":377.38,"endTime":380.44,"body":"they work 40 hours a week, and"},{"speaker":"Annemie Tonken","startTime":380.44,"endTime":382.87,"body":"you work 15 hours a week, I"},{"speaker":"Annemie Tonken","startTime":380.44,"endTime":382.87,"body":"mean, there are so many"},{"speaker":"Annemie Tonken","startTime":382.87,"endTime":386.23,"body":"variables that are essentially"},{"speaker":"Annemie Tonken","startTime":382.87,"endTime":386.23,"body":"impossible to see from the"},{"speaker":"Annemie Tonken","startTime":386.23,"endTime":392.2,"body":"surface. And so when you assume"},{"speaker":"Annemie Tonken","startTime":386.23,"endTime":392.2,"body":"based on something, probably"},{"speaker":"Annemie Tonken","startTime":392.2,"endTime":396.07,"body":"pretty arbitrary, that somebody"},{"speaker":"Annemie Tonken","startTime":392.2,"endTime":396.07,"body":"else is doing better than you,"},{"speaker":"Annemie Tonken","startTime":396.19,"endTime":399.46,"body":"there's no way you know that"},{"speaker":"Annemie Tonken","startTime":396.19,"endTime":399.46,"body":"changing one element of your"},{"speaker":"Annemie Tonken","startTime":399.46,"endTime":402.55,"body":"business is going to get you in"},{"speaker":"Annemie Tonken","startTime":399.46,"endTime":402.55,"body":"line and get you the same"},{"speaker":"Annemie Tonken","startTime":402.55,"endTime":403.15,"body":"results."},{"speaker":"Annemie Tonken","startTime":403.18,"endTime":405.82,"body":"You've probably heard me talk on"},{"speaker":"Annemie Tonken","startTime":403.18,"endTime":405.82,"body":"here before about your"},{"speaker":"Annemie Tonken","startTime":405.82,"endTime":410.17,"body":"preferences and your parameters,"},{"speaker":"Annemie Tonken","startTime":405.82,"endTime":410.17,"body":"those things that kind of are"},{"speaker":"Annemie Tonken","startTime":410.17,"endTime":414.4,"body":"the foundational guiding"},{"speaker":"Annemie Tonken","startTime":410.17,"endTime":414.4,"body":"principles of your business?"},{"speaker":"Annemie Tonken","startTime":414.55,"endTime":416.83,"body":"When you're setting it up? You"},{"speaker":"Annemie Tonken","startTime":414.55,"endTime":416.83,"body":"know, what are the things that"},{"speaker":"Annemie Tonken","startTime":416.83,"endTime":420.1,"body":"you want to do with this"},{"speaker":"Annemie Tonken","startTime":416.83,"endTime":420.1,"body":"business? And and what are the"},{"speaker":"Annemie Tonken","startTime":420.1,"endTime":424.21,"body":"things that constrain you"},{"speaker":"Annemie Tonken","startTime":420.1,"endTime":424.21,"body":"whether it's time or money, or"},{"speaker":"Annemie Tonken","startTime":424.21,"endTime":428.05,"body":"anything else, those two things,"},{"speaker":"Annemie Tonken","startTime":424.21,"endTime":428.05,"body":"your preferences and parameters"},{"speaker":"Annemie Tonken","startTime":428.11,"endTime":432.13,"body":"always always need to be your"},{"speaker":"Annemie Tonken","startTime":428.11,"endTime":432.13,"body":"north north star, not only when"},{"speaker":"Annemie Tonken","startTime":432.16,"endTime":434.62,"body":"things are going well in your"},{"speaker":"Annemie Tonken","startTime":432.16,"endTime":434.62,"body":"business, but actually,"},{"speaker":"Annemie Tonken","startTime":434.65,"endTime":438.7,"body":"especially when you have hit a"},{"speaker":"Annemie Tonken","startTime":434.65,"endTime":438.7,"body":"rough patch, it's really easy to"},{"speaker":"Annemie Tonken","startTime":438.7,"endTime":442.36,"body":"start to question your own"},{"speaker":"Annemie Tonken","startTime":438.7,"endTime":442.36,"body":"preferences, or try to push your"},{"speaker":"Annemie Tonken","startTime":442.36,"endTime":445.69,"body":"parameters and say, Well, I"},{"speaker":"Annemie Tonken","startTime":442.36,"endTime":445.69,"body":"don't actually need to make that"},{"speaker":"Annemie Tonken","startTime":445.69,"endTime":448.57,"body":"much money, or like, I can"},{"speaker":"Annemie Tonken","startTime":445.69,"endTime":448.57,"body":"probably stay up until two"},{"speaker":"Annemie Tonken","startTime":448.57,"endTime":453.1,"body":"o'clock in the morning. But that"},{"speaker":"Annemie Tonken","startTime":448.57,"endTime":453.1,"body":"is a recipe for the"},{"speaker":"Annemie Tonken","startTime":453.1,"endTime":455.71,"body":"profitability and the"},{"speaker":"Annemie Tonken","startTime":453.1,"endTime":455.71,"body":"sustainability pieces of your"},{"speaker":"Annemie Tonken","startTime":455.71,"endTime":457.09,"body":"business to disappear."},{"speaker":"Annemie Tonken","startTime":457.0,"endTime":462.58,"body":"So today, I want to invite you"},{"speaker":"Annemie Tonken","startTime":457.0,"endTime":462.58,"body":"to check in with your why why"},{"speaker":"Annemie Tonken","startTime":462.58,"endTime":465.88,"body":"did you get into photography?"},{"speaker":"Annemie Tonken","startTime":462.58,"endTime":465.88,"body":"What did you love most when you"},{"speaker":"Annemie Tonken","startTime":465.88,"endTime":468.61,"body":"got into photography? And if"},{"speaker":"Annemie Tonken","startTime":465.88,"endTime":468.61,"body":"that wasn't, you know, in the"},{"speaker":"Annemie Tonken","startTime":468.61,"endTime":472.48,"body":"last year or so, what is it that"},{"speaker":"Annemie Tonken","startTime":468.61,"endTime":472.48,"body":"you love most? Now? What would"},{"speaker":"Annemie Tonken","startTime":472.48,"endTime":475.42,"body":"you love to be able to offer to"},{"speaker":"Annemie Tonken","startTime":472.48,"endTime":475.42,"body":"your clients? How much would you"},{"speaker":"Annemie Tonken","startTime":475.42,"endTime":479.38,"body":"love to work? Right? Not how"},{"speaker":"Annemie Tonken","startTime":475.42,"endTime":479.38,"body":"much do you have to work in"},{"speaker":"Annemie Tonken","startTime":479.38,"endTime":482.65,"body":"order to make your I don't know"},{"speaker":"Annemie Tonken","startTime":479.38,"endTime":482.65,"body":"your rent at the end of the"},{"speaker":"Annemie Tonken","startTime":482.65,"endTime":485.83,"body":"month? But like, how much work"},{"speaker":"Annemie Tonken","startTime":482.65,"endTime":485.83,"body":"would you do? If you didn't have"},{"speaker":"Annemie Tonken","startTime":485.83,"endTime":488.71,"body":"to worry about the rest of it?"},{"speaker":"Annemie Tonken","startTime":485.83,"endTime":488.71,"body":"And how much money would you"},{"speaker":"Annemie Tonken","startTime":488.71,"endTime":491.56,"body":"make? If you got to pick."},{"speaker":"Annemie Tonken","startTime":491.62,"endTime":494.65,"body":"I'll say like, keep it"},{"speaker":"Annemie Tonken","startTime":491.62,"endTime":494.65,"body":"reasonable because I don't want"},{"speaker":"Annemie Tonken","startTime":494.65,"endTime":497.98,"body":"to I want this to be an"},{"speaker":"Annemie Tonken","startTime":494.65,"endTime":497.98,"body":"attainable goal. Because I think"},{"speaker":"Annemie Tonken","startTime":497.98,"endTime":501.13,"body":"that there are most"},{"speaker":"Annemie Tonken","startTime":497.98,"endTime":501.13,"body":"photographers have absolutely"},{"speaker":"Annemie Tonken","startTime":501.13,"endTime":505.0,"body":"have the capacity to build a"},{"speaker":"Annemie Tonken","startTime":501.13,"endTime":505.0,"body":"business that pays their bills,"},{"speaker":"Annemie Tonken","startTime":505.03,"endTime":507.43,"body":"pays them a reasonable salary"},{"speaker":"Annemie Tonken","startTime":505.03,"endTime":507.43,"body":"allows them to save for"},{"speaker":"Annemie Tonken","startTime":507.43,"endTime":510.52,"body":"retirement, all of those kinds"},{"speaker":"Annemie Tonken","startTime":507.43,"endTime":510.52,"body":"of things if they set themselves"},{"speaker":"Annemie Tonken","startTime":510.52,"endTime":513.73,"body":"up correctly. So I want you to"},{"speaker":"Annemie Tonken","startTime":510.52,"endTime":513.73,"body":"aim high, but also aim"},{"speaker":"Annemie Tonken","startTime":513.73,"endTime":518.08,"body":"reasonably. And then once you"},{"speaker":"Annemie Tonken","startTime":513.73,"endTime":518.08,"body":"get those things set in your"},{"speaker":"Annemie Tonken","startTime":518.08,"endTime":521.68,"body":"mind, I want you to look around"},{"speaker":"Annemie Tonken","startTime":518.08,"endTime":521.68,"body":"your business and do a check in"},{"speaker":"Annemie Tonken","startTime":521.68,"endTime":525.88,"body":"with yourself. Are you"},{"speaker":"Annemie Tonken","startTime":521.68,"endTime":525.88,"body":"allocating your resources, your"},{"speaker":"Annemie Tonken","startTime":525.88,"endTime":529.3,"body":"time, your money, your energy,"},{"speaker":"Annemie Tonken","startTime":525.88,"endTime":529.3,"body":"all those kinds of things in"},{"speaker":"Annemie Tonken","startTime":529.3,"endTime":533.83,"body":"service of your goals? Or are"},{"speaker":"Annemie Tonken","startTime":529.3,"endTime":533.83,"body":"you chasing someone else's"},{"speaker":"Annemie Tonken","startTime":533.83,"endTime":538.69,"body":"dream? Are you out there"},{"speaker":"Annemie Tonken","startTime":533.83,"endTime":538.69,"body":"searching for your true love? Or"},{"speaker":"Annemie Tonken","startTime":538.69,"endTime":542.26,"body":"are you competing with a bunch"},{"speaker":"Annemie Tonken","startTime":538.69,"endTime":542.26,"body":"of you know, other photographers"},{"speaker":"Annemie Tonken","startTime":542.26,"endTime":546.04,"body":"hoping that somebody else's"},{"speaker":"Annemie Tonken","startTime":542.26,"endTime":546.04,"body":"definition of like a hunky dude"},{"speaker":"Annemie Tonken","startTime":546.46,"endTime":550.09,"body":"gets down on one knee and asks"},{"speaker":"Annemie Tonken","startTime":546.46,"endTime":550.09,"body":"you to marry him? Because"},{"speaker":"Annemie Tonken","startTime":550.12,"endTime":553.33,"body":"honestly, what if he does? What"},{"speaker":"Annemie Tonken","startTime":550.12,"endTime":553.33,"body":"if you go building somebody"},{"speaker":"Annemie Tonken","startTime":553.33,"endTime":557.29,"body":"else's dream business, and you"},{"speaker":"Annemie Tonken","startTime":553.33,"endTime":557.29,"body":"hate it? Right, who wins then?"},{"speaker":"Annemie Tonken","startTime":558.4,"endTime":562.57,"body":"All right, everybody. I hope you"},{"speaker":"Annemie Tonken","startTime":558.4,"endTime":562.57,"body":"enjoyed this short and very"},{"speaker":"Annemie Tonken","startTime":562.57,"endTime":565.03,"body":"silly episode, if it's"},{"speaker":"Annemie Tonken","startTime":562.57,"endTime":565.03,"body":"Valentine's Day when you're"},{"speaker":"Annemie Tonken","startTime":565.03,"endTime":568.45,"body":"listening to this happy holiday,"},{"speaker":"Annemie Tonken","startTime":565.03,"endTime":568.45,"body":"and I will see you guys next"},{"speaker":"Annemie Tonken","startTime":568.45,"endTime":572.35,"body":"week. Well, that's it for this"},{"speaker":"Annemie Tonken","startTime":568.45,"endTime":572.35,"body":"week's episode of This can't be"},{"speaker":"Annemie Tonken","startTime":572.35,"endTime":576.43,"body":"that hard. I'll be back Same"},{"speaker":"Annemie Tonken","startTime":572.35,"endTime":576.43,"body":"time, same place next week. In"},{"speaker":"Annemie Tonken","startTime":576.43,"endTime":579.52,"body":"the meantime, you can find more"},{"speaker":"Annemie Tonken","startTime":576.43,"endTime":579.52,"body":"information about this episode"},{"speaker":"Annemie Tonken","startTime":579.58,"endTime":583.06,"body":"along with all the relevant"},{"speaker":"Annemie Tonken","startTime":579.58,"endTime":583.06,"body":"links, notes and downloads at"},{"speaker":"Annemie Tonken","startTime":583.06,"endTime":586.78,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":583.06,"endTime":586.78,"body":"hard.com/learn If you liked the"},{"speaker":"Annemie Tonken","startTime":586.78,"endTime":590.32,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":586.78,"endTime":590.32,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":590.5,"endTime":594.16,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":590.5,"endTime":594.16,"body":"review in iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":594.34,"endTime":597.85,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":594.34,"endTime":597.85,"body":"hope you have a fantastic week."}]}