{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":1.98,"body":"There's a lot of"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":1.98,"body":"talk in the photo community"},{"speaker":"Annemie Tonken","startTime":1.98,"endTime":5.55,"body":"these days about inquiries being"},{"speaker":"Annemie Tonken","startTime":1.98,"endTime":5.55,"body":"down. And inevitably, that leads"},{"speaker":"Annemie Tonken","startTime":5.55,"endTime":9.45,"body":"to a conversation about pricing."},{"speaker":"Annemie Tonken","startTime":5.55,"endTime":9.45,"body":"Some people will tell you, you"},{"speaker":"Annemie Tonken","startTime":9.45,"endTime":12.36,"body":"should raise your prices when"},{"speaker":"Annemie Tonken","startTime":9.45,"endTime":12.36,"body":"things are quiet. And then"},{"speaker":"Annemie Tonken","startTime":12.36,"endTime":15.39,"body":"although that may seem"},{"speaker":"Annemie Tonken","startTime":12.36,"endTime":15.39,"body":"counterintuitive, there's"},{"speaker":"Annemie Tonken","startTime":15.39,"endTime":18.96,"body":"actually some validity to that"},{"speaker":"Annemie Tonken","startTime":15.39,"endTime":18.96,"body":"argument, right? Higher prices"},{"speaker":"Annemie Tonken","startTime":18.99,"endTime":22.35,"body":"may attract less price sensitive"},{"speaker":"Annemie Tonken","startTime":18.99,"endTime":22.35,"body":"buyers, and it may help your"},{"speaker":"Annemie Tonken","startTime":22.35,"endTime":26.07,"body":"brand be seen as more valuable."},{"speaker":"Annemie Tonken","startTime":22.35,"endTime":26.07,"body":"On the other hand, if you raise"},{"speaker":"Annemie Tonken","startTime":26.07,"endTime":29.19,"body":"your prices, you may lose the"},{"speaker":"Annemie Tonken","startTime":26.07,"endTime":29.19,"body":"clients you currently have."},{"speaker":"Annemie Tonken","startTime":30.03,"endTime":32.97,"body":"Other people and probably like"},{"speaker":"Annemie Tonken","startTime":30.03,"endTime":32.97,"body":"the little devil on your"},{"speaker":"Annemie Tonken","startTime":32.97,"endTime":36.24,"body":"shoulder, will tell you to lower"},{"speaker":"Annemie Tonken","startTime":32.97,"endTime":36.24,"body":"your prices when things are"},{"speaker":"Annemie Tonken","startTime":36.24,"endTime":39.3,"body":"quiet, maybe some people have"},{"speaker":"Annemie Tonken","startTime":36.24,"endTime":39.3,"body":"told you that they can't afford"},{"speaker":"Annemie Tonken","startTime":39.3,"endTime":43.02,"body":"you. So it stands to reason that"},{"speaker":"Annemie Tonken","startTime":39.3,"endTime":43.02,"body":"lower prices would reduce the"},{"speaker":"Annemie Tonken","startTime":43.02,"endTime":47.16,"body":"barrier to entry. Then again,"},{"speaker":"Annemie Tonken","startTime":43.02,"endTime":47.16,"body":"you might worry that lowering"},{"speaker":"Annemie Tonken","startTime":47.16,"endTime":50.46,"body":"your prices might tarnish your"},{"speaker":"Annemie Tonken","startTime":47.16,"endTime":50.46,"body":"brand, or make the clients who"},{"speaker":"Annemie Tonken","startTime":50.46,"endTime":55.83,"body":"paid your regular prices angry."},{"speaker":"Annemie Tonken","startTime":50.46,"endTime":55.83,"body":"Then there's the fact that none"},{"speaker":"Annemie Tonken","startTime":55.83,"endTime":59.76,"body":"of these changes are as easy as"},{"speaker":"Annemie Tonken","startTime":55.83,"endTime":59.76,"body":"they seem to implement."},{"speaker":"Annemie Tonken","startTime":59.82,"endTime":63.3,"body":"Obviously, you can just quote,"},{"speaker":"Annemie Tonken","startTime":59.82,"endTime":63.3,"body":"you know, the next inquiry a"},{"speaker":"Annemie Tonken","startTime":63.3,"endTime":66.69,"body":"different price. But when you"},{"speaker":"Annemie Tonken","startTime":63.3,"endTime":66.69,"body":"start doing that over and over"},{"speaker":"Annemie Tonken","startTime":66.69,"endTime":70.29,"body":"again, it gets complicated,"},{"speaker":"Annemie Tonken","startTime":66.69,"endTime":70.29,"body":"fast, right. And if you've got"},{"speaker":"Annemie Tonken","startTime":70.32,"endTime":73.71,"body":"your prices on your website, or"},{"speaker":"Annemie Tonken","startTime":70.32,"endTime":73.71,"body":"if you have them in proposals or"},{"speaker":"Annemie Tonken","startTime":73.71,"endTime":76.98,"body":"anything like that, then there's"},{"speaker":"Annemie Tonken","startTime":73.71,"endTime":76.98,"body":"a lot of admin that can"},{"speaker":"Annemie Tonken","startTime":77.01,"endTime":80.82,"body":"accompany even just a minor"},{"speaker":"Annemie Tonken","startTime":77.01,"endTime":80.82,"body":"change. So if your inquiries"},{"speaker":"Annemie Tonken","startTime":80.82,"endTime":83.37,"body":"have been down lately, and"},{"speaker":"Annemie Tonken","startTime":80.82,"endTime":83.37,"body":"you've been considering a shift"},{"speaker":"Annemie Tonken","startTime":83.37,"endTime":87.21,"body":"in your prices, or any other"},{"speaker":"Annemie Tonken","startTime":83.37,"endTime":87.21,"body":"major shift in your business,"},{"speaker":"Annemie Tonken","startTime":87.51,"endTime":91.53,"body":"today's episode is for you. I'm"},{"speaker":"Annemie Tonken","startTime":87.51,"endTime":91.53,"body":"covering how pricing is just one"},{"speaker":"Annemie Tonken","startTime":91.53,"endTime":95.19,"body":"piece of the bigger business"},{"speaker":"Annemie Tonken","startTime":91.53,"endTime":95.19,"body":"model puzzle, and how having a"},{"speaker":"Annemie Tonken","startTime":95.19,"endTime":98.67,"body":"well aligned business model is"},{"speaker":"Annemie Tonken","startTime":95.19,"endTime":98.67,"body":"vital to running a successful"},{"speaker":"Annemie Tonken","startTime":98.67,"endTime":102.21,"body":"business, especially when there"},{"speaker":"Annemie Tonken","startTime":98.67,"endTime":102.21,"body":"are fewer jobs to go around."},{"speaker":"Annemie Tonken","startTime":103.2,"endTime":106.86,"body":"Welcome to this can't be that"},{"speaker":"Annemie Tonken","startTime":103.2,"endTime":106.86,"body":"hard. My name is Annemie Tonken."},{"speaker":"Annemie Tonken","startTime":106.86,"endTime":109.83,"body":"And I help photographers run"},{"speaker":"Annemie Tonken","startTime":106.86,"endTime":109.83,"body":"profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":109.83,"endTime":113.97,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":109.83,"endTime":113.97,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":113.97,"endTime":117.72,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":113.97,"endTime":117.72,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":117.72,"endTime":121.53,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":117.72,"endTime":121.53,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":121.53,"endTime":125.22,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":121.53,"endTime":125.22,"body":"photography business doesn't"},{"speaker":"Annemie Tonken","startTime":125.22,"endTime":132.9,"body":"have to be that hard, you can do"},{"speaker":"Annemie Tonken","startTime":125.22,"endTime":132.9,"body":"it. And I can show you how. So I"},{"speaker":"Annemie Tonken","startTime":132.9,"endTime":136.56,"body":"want to start this episode by"},{"speaker":"Annemie Tonken","startTime":132.9,"endTime":136.56,"body":"having you think of three"},{"speaker":"Annemie Tonken","startTime":136.59,"endTime":140.37,"body":"different hotels, maybe it's"},{"speaker":"Annemie Tonken","startTime":136.59,"endTime":140.37,"body":"three that you've stayed at. Or"},{"speaker":"Annemie Tonken","startTime":140.37,"endTime":143.4,"body":"maybe you can just think of, you"},{"speaker":"Annemie Tonken","startTime":140.37,"endTime":143.4,"body":"know, three hotels that you've"},{"speaker":"Annemie Tonken","startTime":143.4,"endTime":148.26,"body":"seen in the movies. The first"},{"speaker":"Annemie Tonken","startTime":143.4,"endTime":148.26,"body":"hotel I want you to think of is"},{"speaker":"Annemie Tonken","startTime":148.26,"endTime":151.89,"body":"like the budget airport hotel,"},{"speaker":"Annemie Tonken","startTime":148.26,"endTime":151.89,"body":"it's all about convenience,"},{"speaker":"Annemie Tonken","startTime":151.89,"endTime":155.16,"body":"right? It's nothing fancy, but"},{"speaker":"Annemie Tonken","startTime":151.89,"endTime":155.16,"body":"it's clean. It's a place to"},{"speaker":"Annemie Tonken","startTime":155.16,"endTime":160.17,"body":"sleep, it's there when you need"},{"speaker":"Annemie Tonken","startTime":155.16,"endTime":160.17,"body":"it. The second hotel is a fun"},{"speaker":"Annemie Tonken","startTime":160.17,"endTime":163.59,"body":"little boutique that you you"},{"speaker":"Annemie Tonken","startTime":160.17,"endTime":163.59,"body":"know, have pinned on Pinterest"},{"speaker":"Annemie Tonken","startTime":163.59,"endTime":167.79,"body":"as a super cute option. When"},{"speaker":"Annemie Tonken","startTime":163.59,"endTime":167.79,"body":"maybe you want a romantic"},{"speaker":"Annemie Tonken","startTime":167.79,"endTime":170.7,"body":"getaway or your girlfriends are"},{"speaker":"Annemie Tonken","startTime":167.79,"endTime":170.7,"body":"getting together something like"},{"speaker":"Annemie Tonken","startTime":170.7,"endTime":174.48,"body":"that. The decor is on point,"},{"speaker":"Annemie Tonken","startTime":170.7,"endTime":174.48,"body":"it's very Instagrammable, it"},{"speaker":"Annemie Tonken","startTime":174.48,"endTime":179.22,"body":"looks really cozy, whatever it's"},{"speaker":"Annemie Tonken","startTime":174.48,"endTime":179.22,"body":"you know, thing maybe. And then"},{"speaker":"Annemie Tonken","startTime":179.25,"endTime":182.97,"body":"the last hotel I want you to"},{"speaker":"Annemie Tonken","startTime":179.25,"endTime":182.97,"body":"think of is like that five star"},{"speaker":"Annemie Tonken","startTime":182.97,"endTime":187.08,"body":"resort that you save for, maybe"},{"speaker":"Annemie Tonken","startTime":182.97,"endTime":187.08,"body":"you take your honeymoon there or"},{"speaker":"Annemie Tonken","startTime":187.14,"endTime":190.14,"body":"a big anniversary trip or"},{"speaker":"Annemie Tonken","startTime":187.14,"endTime":190.14,"body":"something special, it's an"},{"speaker":"Annemie Tonken","startTime":190.14,"endTime":193.8,"body":"event, they've pulled out all"},{"speaker":"Annemie Tonken","startTime":190.14,"endTime":193.8,"body":"the stops. This is like a once"},{"speaker":"Annemie Tonken","startTime":193.8,"endTime":199.14,"body":"in a lifetime thing for many of"},{"speaker":"Annemie Tonken","startTime":193.8,"endTime":199.14,"body":"us. So all three of those hotels"},{"speaker":"Annemie Tonken","startTime":199.2,"endTime":203.25,"body":"exist out there. Not just one,"},{"speaker":"Annemie Tonken","startTime":199.2,"endTime":203.25,"body":"but many of them, right. And"},{"speaker":"Annemie Tonken","startTime":203.25,"endTime":207.39,"body":"they all attract customers, but"},{"speaker":"Annemie Tonken","startTime":203.25,"endTime":207.39,"body":"they attract them for different"},{"speaker":"Annemie Tonken","startTime":207.39,"endTime":213.06,"body":"reasons. The first attracts"},{"speaker":"Annemie Tonken","startTime":207.39,"endTime":213.06,"body":"customers specifically based on"},{"speaker":"Annemie Tonken","startTime":213.06,"endTime":218.46,"body":"convenience and price. The"},{"speaker":"Annemie Tonken","startTime":213.06,"endTime":218.46,"body":"second kind of leans into either"},{"speaker":"Annemie Tonken","startTime":218.46,"endTime":223.41,"body":"that fun cute factor or the cozy"},{"speaker":"Annemie Tonken","startTime":218.46,"endTime":223.41,"body":"factor. Or maybe there's a theme"},{"speaker":"Annemie Tonken","startTime":223.44,"endTime":227.67,"body":"for a particular hotel or Airbnb"},{"speaker":"Annemie Tonken","startTime":223.44,"endTime":227.67,"body":"or something like that. And then"},{"speaker":"Annemie Tonken","startTime":227.7,"endTime":232.89,"body":"that last hotel really attracts"},{"speaker":"Annemie Tonken","startTime":227.7,"endTime":232.89,"body":"people based on this luxury"},{"speaker":"Annemie Tonken","startTime":232.89,"endTime":237.39,"body":"experience. The you know, it's"},{"speaker":"Annemie Tonken","startTime":232.89,"endTime":237.39,"body":"it's sort of an aspirational"},{"speaker":"Annemie Tonken","startTime":237.42,"endTime":243.69,"body":"Hotel. So if I were to ask you"},{"speaker":"Annemie Tonken","startTime":237.42,"endTime":243.69,"body":"to book a hotel for tonight, if"},{"speaker":"Annemie Tonken","startTime":243.69,"endTime":247.62,"body":"you needed to book hotel for"},{"speaker":"Annemie Tonken","startTime":243.69,"endTime":247.62,"body":"tonight, which one of those"},{"speaker":"Annemie Tonken","startTime":247.62,"endTime":249.15,"body":"three would you choose?"},{"speaker":"Annemie Tonken","startTime":250.89,"endTime":254.88,"body":"Okay, you got it. I really want"},{"speaker":"Annemie Tonken","startTime":250.89,"endTime":254.88,"body":"you to answer that question for"},{"speaker":"Annemie Tonken","startTime":254.88,"endTime":257.64,"body":"yourself. If I were like you"},{"speaker":"Annemie Tonken","startTime":254.88,"endTime":257.64,"body":"need a hotel tonight, which one"},{"speaker":"Annemie Tonken","startTime":257.64,"endTime":261.27,"body":"of those three kind of general"},{"speaker":"Annemie Tonken","startTime":257.64,"endTime":261.27,"body":"versions of a hotel would you"},{"speaker":"Annemie Tonken","startTime":261.27,"endTime":265.98,"body":"book? All right, and now let's"},{"speaker":"Annemie Tonken","startTime":261.27,"endTime":265.98,"body":"modify that question to ask if"},{"speaker":"Annemie Tonken","startTime":265.98,"endTime":269.76,"body":"price were no object, then which"},{"speaker":"Annemie Tonken","startTime":265.98,"endTime":269.76,"body":"one of the three would you"},{"speaker":"Annemie Tonken","startTime":269.76,"endTime":275.46,"body":"choose? So chances are your"},{"speaker":"Annemie Tonken","startTime":269.76,"endTime":275.46,"body":"answer to the first question was"},{"speaker":"Annemie Tonken","startTime":275.49,"endTime":279.81,"body":"either the cheapest option or"},{"speaker":"Annemie Tonken","startTime":275.49,"endTime":279.81,"body":"maybe like the cute boutique,"},{"speaker":"Annemie Tonken","startTime":279.81,"endTime":282.15,"body":"maybe you've got a little bit"},{"speaker":"Annemie Tonken","startTime":279.81,"endTime":282.15,"body":"more money in the budget and"},{"speaker":"Annemie Tonken","startTime":282.15,"endTime":284.61,"body":"you're like, yeah, if I'm gonna"},{"speaker":"Annemie Tonken","startTime":282.15,"endTime":284.61,"body":"stay somewhere, I'm gonna go"},{"speaker":"Annemie Tonken","startTime":284.61,"endTime":289.65,"body":"find someplace cute whatever."},{"speaker":"Annemie Tonken","startTime":284.61,"endTime":289.65,"body":"And then chances are your answer"},{"speaker":"Annemie Tonken","startTime":289.65,"endTime":293.01,"body":"to the second question when I"},{"speaker":"Annemie Tonken","startTime":289.65,"endTime":293.01,"body":"took money out of the equation"},{"speaker":"Annemie Tonken","startTime":293.04,"endTime":298.14,"body":"was either the cute place or you"},{"speaker":"Annemie Tonken","startTime":293.04,"endTime":298.14,"body":"know maybe you were like, Screw"},{"speaker":"Annemie Tonken","startTime":298.14,"endTime":303.33,"body":"it if I'm you know, If money is"},{"speaker":"Annemie Tonken","startTime":298.14,"endTime":303.33,"body":"no object I'm going all in"},{"speaker":"Annemie Tonken","startTime":303.33,"endTime":308.37,"body":"right? Now, there are people in"},{"speaker":"Annemie Tonken","startTime":303.33,"endTime":308.37,"body":"the world who will never stay at"},{"speaker":"Annemie Tonken","startTime":308.37,"endTime":311.82,"body":"anything but the cheapest"},{"speaker":"Annemie Tonken","startTime":308.37,"endTime":311.82,"body":"possible hotel that they can"},{"speaker":"Annemie Tonken","startTime":311.82,"endTime":316.38,"body":"find. My uncle is one of them."},{"speaker":"Annemie Tonken","startTime":311.82,"endTime":316.38,"body":"He has money, like he's not on a"},{"speaker":"Annemie Tonken","startTime":316.38,"endTime":320.85,"body":"budget about everything. But he"},{"speaker":"Annemie Tonken","startTime":316.38,"endTime":320.85,"body":"has this like, you know, Duggan"},{"speaker":"Annemie Tonken","startTime":320.94,"endTime":324.54,"body":"opinion about why would you"},{"speaker":"Annemie Tonken","startTime":320.94,"endTime":324.54,"body":"spend any more money than"},{"speaker":"Annemie Tonken","startTime":324.54,"endTime":328.08,"body":"absolutely necessary on a hotel,"},{"speaker":"Annemie Tonken","startTime":324.54,"endTime":328.08,"body":"when all you're going to do is"},{"speaker":"Annemie Tonken","startTime":328.08,"endTime":331.32,"body":"show up there and sleep as long"},{"speaker":"Annemie Tonken","startTime":328.08,"endTime":331.32,"body":"as it's clean, like, that's good"},{"speaker":"Annemie Tonken","startTime":331.32,"endTime":336.33,"body":"enough. And so he's he's one of"},{"speaker":"Annemie Tonken","startTime":331.32,"endTime":336.33,"body":"those people. And then there are"},{"speaker":"Annemie Tonken","startTime":336.33,"endTime":339.51,"body":"people on the other end of the"},{"speaker":"Annemie Tonken","startTime":336.33,"endTime":339.51,"body":"spectrum, who have the budget,"},{"speaker":"Annemie Tonken","startTime":339.51,"endTime":343.59,"body":"and will never stay anywhere,"},{"speaker":"Annemie Tonken","startTime":339.51,"endTime":343.59,"body":"but you know, the Ritz or"},{"speaker":"Annemie Tonken","startTime":343.59,"endTime":348.96,"body":"whatever super fancy hotel they,"},{"speaker":"Annemie Tonken","startTime":343.59,"endTime":348.96,"body":"they can find. Because that has"},{"speaker":"Annemie Tonken","startTime":348.96,"endTime":352.2,"body":"become sort of part of their"},{"speaker":"Annemie Tonken","startTime":348.96,"endTime":352.2,"body":"identity, right? They are people"},{"speaker":"Annemie Tonken","startTime":352.2,"endTime":357.24,"body":"who stay at fancy hotels, but"},{"speaker":"Annemie Tonken","startTime":352.2,"endTime":357.24,"body":"most of us fall somewhere in the"},{"speaker":"Annemie Tonken","startTime":357.24,"endTime":360.42,"body":"middle, right? If we have the"},{"speaker":"Annemie Tonken","startTime":357.24,"endTime":360.42,"body":"budget, we might splurge for"},{"speaker":"Annemie Tonken","startTime":360.42,"endTime":364.44,"body":"something different. If we've"},{"speaker":"Annemie Tonken","startTime":360.42,"endTime":364.44,"body":"got an occasion or whatever,"},{"speaker":"Annemie Tonken","startTime":364.44,"endTime":367.08,"body":"then we're going to spend more"},{"speaker":"Annemie Tonken","startTime":364.44,"endTime":367.08,"body":"money. But if we're literally at"},{"speaker":"Annemie Tonken","startTime":367.08,"endTime":369.69,"body":"the airport, and we need a place"},{"speaker":"Annemie Tonken","startTime":367.08,"endTime":369.69,"body":"to stay because our flight got"},{"speaker":"Annemie Tonken","startTime":369.69,"endTime":372.42,"body":"canceled, we're just going to"},{"speaker":"Annemie Tonken","startTime":369.69,"endTime":372.42,"body":"look for a cheap, clean place"},{"speaker":"Annemie Tonken","startTime":372.42,"endTime":377.91,"body":"that we can sleep. So back in"},{"speaker":"Annemie Tonken","startTime":372.42,"endTime":377.91,"body":"2018, I was asked to give a talk"},{"speaker":"Annemie Tonken","startTime":377.91,"endTime":382.14,"body":"about pricing to a group of"},{"speaker":"Annemie Tonken","startTime":377.91,"endTime":382.14,"body":"photographers in Australia. And"},{"speaker":"Annemie Tonken","startTime":382.14,"endTime":385.89,"body":"the harder I tried to come up"},{"speaker":"Annemie Tonken","startTime":382.14,"endTime":385.89,"body":"with kind of a formula that I"},{"speaker":"Annemie Tonken","startTime":385.89,"endTime":389.58,"body":"could give to everyone for"},{"speaker":"Annemie Tonken","startTime":385.89,"endTime":389.58,"body":"pricing, the more I realized"},{"speaker":"Annemie Tonken","startTime":389.61,"endTime":393.99,"body":"that pricing is just one piece"},{"speaker":"Annemie Tonken","startTime":389.61,"endTime":393.99,"body":"of this bigger business model"},{"speaker":"Annemie Tonken","startTime":394.02,"endTime":400.98,"body":"puzzle, right? No matter what"},{"speaker":"Annemie Tonken","startTime":394.02,"endTime":400.98,"body":"happens the same the hotel by"},{"speaker":"Annemie Tonken","startTime":400.98,"endTime":404.61,"body":"the airport, the you know,"},{"speaker":"Annemie Tonken","startTime":400.98,"endTime":404.61,"body":"budget hotel is not going to be"},{"speaker":"Annemie Tonken","startTime":404.61,"endTime":408.81,"body":"priced the same as the five star"},{"speaker":"Annemie Tonken","startTime":404.61,"endTime":408.81,"body":"resort. And nor should it be"},{"speaker":"Annemie Tonken","startTime":408.81,"endTime":412.62,"body":"those are two completely"},{"speaker":"Annemie Tonken","startTime":408.81,"endTime":412.62,"body":"different things. So I ended up"},{"speaker":"Annemie Tonken","startTime":413.01,"endTime":415.26,"body":"when I was putting this talk"},{"speaker":"Annemie Tonken","startTime":413.01,"endTime":415.26,"body":"together, I ended up writing a"},{"speaker":"Annemie Tonken","startTime":415.26,"endTime":418.98,"body":"talk that was really more about"},{"speaker":"Annemie Tonken","startTime":415.26,"endTime":418.98,"body":"business models, and how that"},{"speaker":"Annemie Tonken","startTime":418.98,"endTime":423.84,"body":"informs your pricing than it was"},{"speaker":"Annemie Tonken","startTime":418.98,"endTime":423.84,"body":"about the pricing part itself."},{"speaker":"Annemie Tonken","startTime":424.74,"endTime":430.08,"body":"And as part of creating this"},{"speaker":"Annemie Tonken","startTime":424.74,"endTime":430.08,"body":"talk, I actually named the three"},{"speaker":"Annemie Tonken","startTime":430.08,"endTime":433.35,"body":"basic business models that I see"},{"speaker":"Annemie Tonken","startTime":430.08,"endTime":433.35,"body":"out there in the world, not just"},{"speaker":"Annemie Tonken","startTime":433.35,"endTime":436.23,"body":"in hotels, not just in"},{"speaker":"Annemie Tonken","startTime":433.35,"endTime":436.23,"body":"photography, but in all kinds of"},{"speaker":"Annemie Tonken","startTime":436.23,"endTime":440.31,"body":"sectors. I named them the"},{"speaker":"Annemie Tonken","startTime":436.23,"endTime":440.31,"body":"donkey, the workhorse and the"},{"speaker":"Annemie Tonken","startTime":440.31,"endTime":445.35,"body":"unicorn. So the donkey model of"},{"speaker":"Annemie Tonken","startTime":440.31,"endTime":445.35,"body":"business. And don't be fooled by"},{"speaker":"Annemie Tonken","startTime":445.35,"endTime":448.59,"body":"the name. This is nothing"},{"speaker":"Annemie Tonken","startTime":445.35,"endTime":448.59,"body":"against the donkey model. That"},{"speaker":"Annemie Tonken","startTime":448.59,"endTime":453.48,"body":"is like the airport hotel."},{"speaker":"Annemie Tonken","startTime":448.59,"endTime":453.48,"body":"Right? This is a business that"},{"speaker":"Annemie Tonken","startTime":453.51,"endTime":457.35,"body":"at least the successful versions"},{"speaker":"Annemie Tonken","startTime":453.51,"endTime":457.35,"body":"of these businesses provide the"},{"speaker":"Annemie Tonken","startTime":457.35,"endTime":460.62,"body":"basic service that they're"},{"speaker":"Annemie Tonken","startTime":457.35,"endTime":460.62,"body":"selling. And they do that well."},{"speaker":"Annemie Tonken","startTime":460.8,"endTime":465.36,"body":"But they do it without a lot of"},{"speaker":"Annemie Tonken","startTime":460.8,"endTime":465.36,"body":"frills. Instead, they are very"},{"speaker":"Annemie Tonken","startTime":465.36,"endTime":469.5,"body":"specifically deciding to market"},{"speaker":"Annemie Tonken","startTime":465.36,"endTime":469.5,"body":"their business on some"},{"speaker":"Annemie Tonken","startTime":469.5,"endTime":473.79,"body":"combination of cost. And you"},{"speaker":"Annemie Tonken","startTime":469.5,"endTime":473.79,"body":"know, in the hotel case, it's"},{"speaker":"Annemie Tonken","startTime":473.79,"endTime":477.36,"body":"like convenience or location,"},{"speaker":"Annemie Tonken","startTime":473.79,"endTime":477.36,"body":"but they really do kind of go in"},{"speaker":"Annemie Tonken","startTime":477.36,"endTime":482.82,"body":"on we're here when you need us."},{"speaker":"Annemie Tonken","startTime":477.36,"endTime":482.82,"body":"This is for everyone. And it is"},{"speaker":"Annemie Tonken","startTime":482.85,"endTime":488.13,"body":"this broad appeal. Because we"},{"speaker":"Annemie Tonken","startTime":482.85,"endTime":488.13,"body":"all need that sometimes the"},{"speaker":"Annemie Tonken","startTime":488.13,"endTime":492.78,"body":"unicorn model is like the luxury"},{"speaker":"Annemie Tonken","startTime":488.13,"endTime":492.78,"body":"resort, right? There's no"},{"speaker":"Annemie Tonken","startTime":492.78,"endTime":498.39,"body":"expense spared, it is all about"},{"speaker":"Annemie Tonken","startTime":492.78,"endTime":498.39,"body":"luxury and sort of exclusivity"},{"speaker":"Annemie Tonken","startTime":498.39,"endTime":501.93,"body":"and feeling fancy and all this."},{"speaker":"Annemie Tonken","startTime":498.39,"endTime":501.93,"body":"It's the way a small percent of"},{"speaker":"Annemie Tonken","startTime":501.93,"endTime":505.86,"body":"people can afford to live all"},{"speaker":"Annemie Tonken","startTime":501.93,"endTime":505.86,"body":"parts of their lives. And for"},{"speaker":"Annemie Tonken","startTime":505.86,"endTime":509.64,"body":"the rest of the world, it's an"},{"speaker":"Annemie Tonken","startTime":505.86,"endTime":509.64,"body":"opportunity to potentially taste"},{"speaker":"Annemie Tonken","startTime":509.64,"endTime":513.54,"body":"that right. Again, it's this"},{"speaker":"Annemie Tonken","startTime":509.64,"endTime":513.54,"body":"aspirational thing where if we"},{"speaker":"Annemie Tonken","startTime":513.54,"endTime":516.51,"body":"value that, and we save up"},{"speaker":"Annemie Tonken","startTime":513.54,"endTime":516.51,"body":"enough and decide that that's"},{"speaker":"Annemie Tonken","startTime":516.51,"endTime":519.57,"body":"how we want to spend our"},{"speaker":"Annemie Tonken","startTime":516.51,"endTime":519.57,"body":"savings, it's there for us."},{"speaker":"Annemie Tonken","startTime":520.2,"endTime":524.94,"body":"Finally, the workhorse model is"},{"speaker":"Annemie Tonken","startTime":520.2,"endTime":524.94,"body":"like the cute boutique, right?"},{"speaker":"Annemie Tonken","startTime":525.15,"endTime":528.18,"body":"And I'm saying cute boutique,"},{"speaker":"Annemie Tonken","startTime":525.15,"endTime":528.18,"body":"because I think we can all"},{"speaker":"Annemie Tonken","startTime":528.18,"endTime":531.42,"body":"relate to that. But there are"},{"speaker":"Annemie Tonken","startTime":528.18,"endTime":531.42,"body":"different versions of this."},{"speaker":"Annemie Tonken","startTime":531.42,"endTime":534.69,"body":"Basically, this is not the"},{"speaker":"Annemie Tonken","startTime":531.42,"endTime":534.69,"body":"cheapest option, it's not the"},{"speaker":"Annemie Tonken","startTime":534.69,"endTime":539.01,"body":"most expensive option. It's"},{"speaker":"Annemie Tonken","startTime":534.69,"endTime":539.01,"body":"somewhat exclusive, because"},{"speaker":"Annemie Tonken","startTime":539.04,"endTime":542.67,"body":"obviously not everyone can"},{"speaker":"Annemie Tonken","startTime":539.04,"endTime":542.67,"body":"afford anything other than the"},{"speaker":"Annemie Tonken","startTime":542.67,"endTime":544.92,"body":"cheapest. There are people who"},{"speaker":"Annemie Tonken","startTime":542.67,"endTime":544.92,"body":"can't even afford the cheapest"},{"speaker":"Annemie Tonken","startTime":544.92,"endTime":547.92,"body":"option out there. But this fall"},{"speaker":"Annemie Tonken","startTime":544.92,"endTime":547.92,"body":"somewhere in the middle. And"},{"speaker":"Annemie Tonken","startTime":547.92,"endTime":551.52,"body":"because it falls somewhere in"},{"speaker":"Annemie Tonken","startTime":547.92,"endTime":551.52,"body":"the middle, it has to attract"},{"speaker":"Annemie Tonken","startTime":551.52,"endTime":556.05,"body":"people based on something other"},{"speaker":"Annemie Tonken","startTime":551.52,"endTime":556.05,"body":"than price, right? So maybe it's"},{"speaker":"Annemie Tonken","startTime":556.05,"endTime":559.5,"body":"not that it's Instagrammable."},{"speaker":"Annemie Tonken","startTime":556.05,"endTime":559.5,"body":"Maybe it's not the cute factor."},{"speaker":"Annemie Tonken","startTime":559.53,"endTime":563.73,"body":"Maybe someone is traveling with"},{"speaker":"Annemie Tonken","startTime":559.53,"endTime":563.73,"body":"a dog and they need a pet"},{"speaker":"Annemie Tonken","startTime":563.73,"endTime":567.84,"body":"friendly Hotel. Or maybe they're"},{"speaker":"Annemie Tonken","startTime":563.73,"endTime":567.84,"body":"on like a surfing vacation."},{"speaker":"Annemie Tonken","startTime":567.84,"endTime":570.63,"body":"They're a big surfer and they"},{"speaker":"Annemie Tonken","startTime":567.84,"endTime":570.63,"body":"find a hotel that caters"},{"speaker":"Annemie Tonken","startTime":570.66,"endTime":575.01,"body":"specifically to people with, you"},{"speaker":"Annemie Tonken","startTime":570.66,"endTime":575.01,"body":"know, wetsuits and surfboards"},{"speaker":"Annemie Tonken","startTime":575.01,"endTime":577.89,"body":"that they need to store and dry"},{"speaker":"Annemie Tonken","startTime":575.01,"endTime":577.89,"body":"and all that sort of thing."},{"speaker":"Annemie Tonken","startTime":578.73,"endTime":582.99,"body":"Whatever the case may be. There"},{"speaker":"Annemie Tonken","startTime":578.73,"endTime":582.99,"body":"are businesses out there again,"},{"speaker":"Annemie Tonken","startTime":582.99,"endTime":586.02,"body":"in every sector, not just"},{"speaker":"Annemie Tonken","startTime":582.99,"endTime":586.02,"body":"hotels, not just photography,"},{"speaker":"Annemie Tonken","startTime":586.26,"endTime":591.72,"body":"but that find some sort of"},{"speaker":"Annemie Tonken","startTime":586.26,"endTime":591.72,"body":"specific niche that they are"},{"speaker":"Annemie Tonken","startTime":591.75,"endTime":595.56,"body":"kind of talking to that is what"},{"speaker":"Annemie Tonken","startTime":591.75,"endTime":595.56,"body":"they differentiate themselves"},{"speaker":"Annemie Tonken","startTime":595.56,"endTime":599.1,"body":"on. That's how they attract the"},{"speaker":"Annemie Tonken","startTime":595.56,"endTime":599.1,"body":"right people. So that sort of"},{"speaker":"Annemie Tonken","startTime":599.1,"endTime":602.91,"body":"falls into the work. Horse"},{"speaker":"Annemie Tonken","startTime":599.1,"endTime":602.91,"body":"model. Now, it's important to"},{"speaker":"Annemie Tonken","startTime":602.91,"endTime":606.81,"body":"note that none of these models"},{"speaker":"Annemie Tonken","startTime":602.91,"endTime":606.81,"body":"are good or bad, they're not"},{"speaker":"Annemie Tonken","startTime":606.81,"endTime":609.57,"body":"right or wrong, they're not"},{"speaker":"Annemie Tonken","startTime":606.81,"endTime":609.57,"body":"better, they're not worse. In"},{"speaker":"Annemie Tonken","startTime":609.57,"endTime":612.57,"body":"fact, I get a lot of pushback"},{"speaker":"Annemie Tonken","startTime":609.57,"endTime":612.57,"body":"from people being like, Oh, I"},{"speaker":"Annemie Tonken","startTime":612.57,"endTime":615.09,"body":"would never be a donkey model"},{"speaker":"Annemie Tonken","startTime":612.57,"endTime":615.09,"body":"business as though there's"},{"speaker":"Annemie Tonken","startTime":615.09,"endTime":618.81,"body":"something wrong with that. But I"},{"speaker":"Annemie Tonken","startTime":615.09,"endTime":618.81,"body":"can point to so many donkey"},{"speaker":"Annemie Tonken","startTime":618.81,"endTime":621.39,"body":"model businesses out there in"},{"speaker":"Annemie Tonken","startTime":618.81,"endTime":621.39,"body":"the world that are actually the"},{"speaker":"Annemie Tonken","startTime":621.39,"endTime":625.08,"body":"most successful businesses,"},{"speaker":"Annemie Tonken","startTime":621.39,"endTime":625.08,"body":"because they have the broadest"},{"speaker":"Annemie Tonken","startTime":625.08,"endTime":629.37,"body":"appeal, right? So no right or"},{"speaker":"Annemie Tonken","startTime":625.08,"endTime":629.37,"body":"wrong just right or wrong for"},{"speaker":"Annemie Tonken","startTime":629.37,"endTime":633.33,"body":"you. There is no one way to run"},{"speaker":"Annemie Tonken","startTime":629.37,"endTime":633.33,"body":"a successful small business,"},{"speaker":"Annemie Tonken","startTime":633.63,"endTime":637.35,"body":"photography or otherwise, people"},{"speaker":"Annemie Tonken","startTime":633.63,"endTime":637.35,"body":"purchase all kinds of products"},{"speaker":"Annemie Tonken","startTime":637.35,"endTime":640.62,"body":"and services at all kinds of"},{"speaker":"Annemie Tonken","startTime":637.35,"endTime":640.62,"body":"prices, and for all kinds of"},{"speaker":"Annemie Tonken","startTime":640.62,"endTime":646.89,"body":"reasons. So that said, every"},{"speaker":"Annemie Tonken","startTime":640.62,"endTime":646.89,"body":"business is going to have some"},{"speaker":"Annemie Tonken","startTime":646.89,"endTime":650.46,"body":"kind of thing that they want to"},{"speaker":"Annemie Tonken","startTime":646.89,"endTime":650.46,"body":"be known for. But at the very"},{"speaker":"Annemie Tonken","startTime":650.46,"endTime":655.26,"body":"high, and the very low ends of"},{"speaker":"Annemie Tonken","startTime":650.46,"endTime":655.26,"body":"the pricing spectrum, often"},{"speaker":"Annemie Tonken","startTime":655.38,"endTime":658.62,"body":"price becomes what they're known"},{"speaker":"Annemie Tonken","startTime":655.38,"endTime":658.62,"body":"for, right? It's sort of built"},{"speaker":"Annemie Tonken","startTime":658.62,"endTime":662.61,"body":"into their identity. So again,"},{"speaker":"Annemie Tonken","startTime":658.62,"endTime":662.61,"body":"for the businesses in the"},{"speaker":"Annemie Tonken","startTime":662.61,"endTime":665.91,"body":"middle, that means that they"},{"speaker":"Annemie Tonken","startTime":662.61,"endTime":665.91,"body":"just have to lean even harder"},{"speaker":"Annemie Tonken","startTime":665.94,"endTime":670.02,"body":"into whatever that thing is, in"},{"speaker":"Annemie Tonken","startTime":665.94,"endTime":670.02,"body":"order to stand out. Back in"},{"speaker":"Annemie Tonken","startTime":670.02,"endTime":673.98,"body":"2010. When I started my"},{"speaker":"Annemie Tonken","startTime":670.02,"endTime":673.98,"body":"photography business, I was"},{"speaker":"Annemie Tonken","startTime":673.98,"endTime":676.53,"body":"coming from a healthcare"},{"speaker":"Annemie Tonken","startTime":673.98,"endTime":676.53,"body":"background, and I had very"},{"speaker":"Annemie Tonken","startTime":676.53,"endTime":679.23,"body":"little idea of what I was doing"},{"speaker":"Annemie Tonken","startTime":676.53,"endTime":679.23,"body":"when it came to running a"},{"speaker":"Annemie Tonken","startTime":679.23,"endTime":683.46,"body":"business. So I, you know, knew"},{"speaker":"Annemie Tonken","startTime":679.23,"endTime":683.46,"body":"that about myself. And I spent a"},{"speaker":"Annemie Tonken","startTime":683.46,"endTime":685.83,"body":"lot of time and money at the"},{"speaker":"Annemie Tonken","startTime":683.46,"endTime":685.83,"body":"beginning, in particular,"},{"speaker":"Annemie Tonken","startTime":686.04,"endTime":689.22,"body":"learning from educators in the"},{"speaker":"Annemie Tonken","startTime":686.04,"endTime":689.22,"body":"industry about how to be"},{"speaker":"Annemie Tonken","startTime":689.22,"endTime":692.79,"body":"successful in my business, I"},{"speaker":"Annemie Tonken","startTime":689.22,"endTime":692.79,"body":"wanted to quit my job, and go"},{"speaker":"Annemie Tonken","startTime":692.79,"endTime":695.97,"body":"full time with photography, and"},{"speaker":"Annemie Tonken","startTime":692.79,"endTime":695.97,"body":"I was like, I need help tell me"},{"speaker":"Annemie Tonken","startTime":695.97,"endTime":701.43,"body":"what to do. But almost everyone"},{"speaker":"Annemie Tonken","startTime":695.97,"endTime":701.43,"body":"who was teaching at the time was"},{"speaker":"Annemie Tonken","startTime":701.43,"endTime":705.24,"body":"kind of saying the same thing,"},{"speaker":"Annemie Tonken","startTime":701.43,"endTime":705.24,"body":"which was that the only way to"},{"speaker":"Annemie Tonken","startTime":705.24,"endTime":709.74,"body":"succeed in photography"},{"speaker":"Annemie Tonken","startTime":705.24,"endTime":709.74,"body":"financially, was to create one"},{"speaker":"Annemie Tonken","startTime":709.74,"endTime":713.13,"body":"of these unicorn businesses,"},{"speaker":"Annemie Tonken","startTime":709.74,"endTime":713.13,"body":"right, basically to be the"},{"speaker":"Annemie Tonken","startTime":713.13,"endTime":718.89,"body":"photography equivalent of like"},{"speaker":"Annemie Tonken","startTime":713.13,"endTime":718.89,"body":"the Ritz Carlton. So that meant"},{"speaker":"Annemie Tonken","startTime":718.92,"endTime":723.15,"body":"at the time having a studio"},{"speaker":"Annemie Tonken","startTime":718.92,"endTime":723.15,"body":"doing in person sales, you know,"},{"speaker":"Annemie Tonken","startTime":723.15,"endTime":726.69,"body":"creating custom albums and"},{"speaker":"Annemie Tonken","startTime":723.15,"endTime":726.69,"body":"custom wall galleries, building"},{"speaker":"Annemie Tonken","startTime":726.69,"endTime":733.53,"body":"this roster of clients who was"},{"speaker":"Annemie Tonken","startTime":726.69,"endTime":733.53,"body":"all about luxury. And it wasn't"},{"speaker":"Annemie Tonken","startTime":733.86,"endTime":736.74,"body":"the thing that I really felt"},{"speaker":"Annemie Tonken","startTime":733.86,"endTime":736.74,"body":"like I wanted to do, but I was"},{"speaker":"Annemie Tonken","startTime":736.74,"endTime":741.27,"body":"like, Okay, I'm going all in, I"},{"speaker":"Annemie Tonken","startTime":736.74,"endTime":741.27,"body":"really want to make this work."},{"speaker":"Annemie Tonken","startTime":741.63,"endTime":745.83,"body":"And I did, I learned how to do"},{"speaker":"Annemie Tonken","startTime":741.63,"endTime":745.83,"body":"that I built a business. And I"},{"speaker":"Annemie Tonken","startTime":745.83,"endTime":748.5,"body":"built what turned out to be a"},{"speaker":"Annemie Tonken","startTime":745.83,"endTime":748.5,"body":"pretty profitable, thriving"},{"speaker":"Annemie Tonken","startTime":748.5,"endTime":753.09,"body":"business. But the fact of the"},{"speaker":"Annemie Tonken","startTime":748.5,"endTime":753.09,"body":"matter was several years into"},{"speaker":"Annemie Tonken","startTime":753.09,"endTime":756.39,"body":"it, I could tell that there were"},{"speaker":"Annemie Tonken","startTime":753.09,"endTime":756.39,"body":"parts of my business that I"},{"speaker":"Annemie Tonken","startTime":756.39,"endTime":762.78,"body":"actively didn't love. And then"},{"speaker":"Annemie Tonken","startTime":756.39,"endTime":762.78,"body":"not very much time went by after"},{"speaker":"Annemie Tonken","startTime":762.78,"endTime":767.43,"body":"that, before I got into a"},{"speaker":"Annemie Tonken","startTime":762.78,"endTime":767.43,"body":"situation where I was getting"},{"speaker":"Annemie Tonken","startTime":767.43,"endTime":771.51,"body":"divorced. And my business model,"},{"speaker":"Annemie Tonken","startTime":767.43,"endTime":771.51,"body":"the way that it was set up was"},{"speaker":"Annemie Tonken","startTime":771.51,"endTime":774.69,"body":"not going to continue to work in"},{"speaker":"Annemie Tonken","startTime":771.51,"endTime":774.69,"body":"my life, I needed more money, I"},{"speaker":"Annemie Tonken","startTime":774.69,"endTime":777.51,"body":"needed to make that money in"},{"speaker":"Annemie Tonken","startTime":774.69,"endTime":777.51,"body":"less time. And I had to kind of"},{"speaker":"Annemie Tonken","startTime":777.51,"endTime":781.89,"body":"figure out how to either"},{"speaker":"Annemie Tonken","startTime":777.51,"endTime":781.89,"body":"reconfigure my whole business,"},{"speaker":"Annemie Tonken","startTime":782.1,"endTime":785.67,"body":"or just kind of give up"},{"speaker":"Annemie Tonken","startTime":782.1,"endTime":785.67,"body":"photography altogether, which I"},{"speaker":"Annemie Tonken","startTime":785.67,"endTime":789.72,"body":"didn't want to do. So at this"},{"speaker":"Annemie Tonken","startTime":785.67,"endTime":789.72,"body":"point, you know, my mind is wide"},{"speaker":"Annemie Tonken","startTime":789.72,"endTime":792.54,"body":"open, I'm just like, everything"},{"speaker":"Annemie Tonken","startTime":789.72,"endTime":792.54,"body":"is burned to the ground. So I"},{"speaker":"Annemie Tonken","startTime":792.54,"endTime":797.67,"body":"have to like figure everything"},{"speaker":"Annemie Tonken","startTime":792.54,"endTime":797.67,"body":"out. And in that moment of sort"},{"speaker":"Annemie Tonken","startTime":797.67,"endTime":802.95,"body":"of eyes wide open, I looked"},{"speaker":"Annemie Tonken","startTime":797.67,"endTime":802.95,"body":"around, and I realized that if"},{"speaker":"Annemie Tonken","startTime":803.01,"endTime":806.43,"body":"other businesses in the world,"},{"speaker":"Annemie Tonken","startTime":803.01,"endTime":806.43,"body":"you know, not photography, but"},{"speaker":"Annemie Tonken","startTime":806.43,"endTime":811.08,"body":"other things, if they had"},{"speaker":"Annemie Tonken","startTime":806.43,"endTime":811.08,"body":"successful businesses that"},{"speaker":"Annemie Tonken","startTime":811.08,"endTime":815.52,"body":"worked not as luxury businesses."},{"speaker":"Annemie Tonken","startTime":811.08,"endTime":815.52,"body":"So again, not just talking about"},{"speaker":"Annemie Tonken","startTime":815.52,"endTime":819.84,"body":"photography, not just hotels,"},{"speaker":"Annemie Tonken","startTime":815.52,"endTime":819.84,"body":"everything restaurants, cars,"},{"speaker":"Annemie Tonken","startTime":819.87,"endTime":824.49,"body":"clothing, jewelry, services,"},{"speaker":"Annemie Tonken","startTime":819.87,"endTime":824.49,"body":"things like meal delivery"},{"speaker":"Annemie Tonken","startTime":824.49,"endTime":829.11,"body":"services, or spa treatments, you"},{"speaker":"Annemie Tonken","startTime":824.49,"endTime":829.11,"body":"can even find evidence of these"},{"speaker":"Annemie Tonken","startTime":829.11,"endTime":832.47,"body":"business models in what you"},{"speaker":"Annemie Tonken","startTime":829.11,"endTime":832.47,"body":"would think would be kind of"},{"speaker":"Annemie Tonken","startTime":832.5,"endTime":836.16,"body":"unlikely places my kids,"},{"speaker":"Annemie Tonken","startTime":832.5,"endTime":836.16,"body":"orthodontists office, our"},{"speaker":"Annemie Tonken","startTime":836.16,"endTime":842.01,"body":"veterinarians office, those do"},{"speaker":"Annemie Tonken","startTime":836.16,"endTime":842.01,"body":"cater to specific kinds of"},{"speaker":"Annemie Tonken","startTime":842.01,"endTime":845.16,"body":"people. Are they marketing"},{"speaker":"Annemie Tonken","startTime":842.01,"endTime":845.16,"body":"themselves as like, this is the"},{"speaker":"Annemie Tonken","startTime":845.19,"endTime":848.64,"body":"budget option? Are we talking"},{"speaker":"Annemie Tonken","startTime":845.19,"endTime":848.64,"body":"about like this is where you"},{"speaker":"Annemie Tonken","startTime":848.64,"endTime":852.63,"body":"take your dog, if there's"},{"speaker":"Annemie Tonken","startTime":848.64,"endTime":852.63,"body":"nothing too good for Fifi like,"},{"speaker":"Annemie Tonken","startTime":852.96,"endTime":856.53,"body":"they're all out there. So if"},{"speaker":"Annemie Tonken","startTime":852.96,"endTime":856.53,"body":"other business models in the"},{"speaker":"Annemie Tonken","startTime":856.53,"endTime":861.09,"body":"world work well, in these other"},{"speaker":"Annemie Tonken","startTime":856.53,"endTime":861.09,"body":"fields, why can't they work in"},{"speaker":"Annemie Tonken","startTime":861.09,"endTime":865.23,"body":"photography? Why are we stuck,"},{"speaker":"Annemie Tonken","startTime":861.09,"endTime":865.23,"body":"either going the super cheap"},{"speaker":"Annemie Tonken","startTime":865.23,"endTime":870.21,"body":"route, or like the super luxury"},{"speaker":"Annemie Tonken","startTime":865.23,"endTime":870.21,"body":"business model? And the answer"},{"speaker":"Annemie Tonken","startTime":870.21,"endTime":873.6,"body":"is, and this is what I came to,"},{"speaker":"Annemie Tonken","startTime":870.21,"endTime":873.6,"body":"like, it doesn't have to be that"},{"speaker":"Annemie Tonken","startTime":873.6,"endTime":877.71,"body":"way. You know, we can succeed at"},{"speaker":"Annemie Tonken","startTime":873.6,"endTime":877.71,"body":"all different kinds of levels."},{"speaker":"Annemie Tonken","startTime":878.22,"endTime":881.88,"body":"There is certainly a market for"},{"speaker":"Annemie Tonken","startTime":878.22,"endTime":881.88,"body":"all three business models and"},{"speaker":"Annemie Tonken","startTime":881.88,"endTime":886.32,"body":"photography. But as I started to"},{"speaker":"Annemie Tonken","startTime":881.88,"endTime":886.32,"body":"explore this, what I realized"},{"speaker":"Annemie Tonken","startTime":886.32,"endTime":890.55,"body":"was in order for any of those,"},{"speaker":"Annemie Tonken","startTime":886.32,"endTime":890.55,"body":"like different options, there's"},{"speaker":"Annemie Tonken","startTime":890.55,"endTime":894.54,"body":"different models to work"},{"speaker":"Annemie Tonken","startTime":890.55,"endTime":894.54,"body":"properly. The key was that all"},{"speaker":"Annemie Tonken","startTime":894.54,"endTime":899.76,"body":"the parts of the business needed"},{"speaker":"Annemie Tonken","startTime":894.54,"endTime":899.76,"body":"to be in alignment. So for"},{"speaker":"Annemie Tonken","startTime":899.76,"endTime":902.82,"body":"exiting Simple. Imagine if you"},{"speaker":"Annemie Tonken","startTime":899.76,"endTime":902.82,"body":"went to book a stay at this"},{"speaker":"Annemie Tonken","startTime":902.82,"endTime":906.48,"body":"fancy resort, and you get to"},{"speaker":"Annemie Tonken","startTime":902.82,"endTime":906.48,"body":"their website. And it's like,"},{"speaker":"Annemie Tonken","startTime":906.51,"endTime":911.52,"body":"really bad, right? pixelated"},{"speaker":"Annemie Tonken","startTime":906.51,"endTime":911.52,"body":"photos, broken links. And then,"},{"speaker":"Annemie Tonken","startTime":911.55,"endTime":914.58,"body":"you know, it's but they're"},{"speaker":"Annemie Tonken","startTime":911.55,"endTime":914.58,"body":"saying it's $1,200 a night or"},{"speaker":"Annemie Tonken","startTime":914.58,"endTime":918.36,"body":"something for the room, it would"},{"speaker":"Annemie Tonken","startTime":914.58,"endTime":918.36,"body":"be weird. If that didn't give"},{"speaker":"Annemie Tonken","startTime":918.36,"endTime":921.39,"body":"you pause, right? You're about"},{"speaker":"Annemie Tonken","startTime":918.36,"endTime":921.39,"body":"to fork over a whole bunch of"},{"speaker":"Annemie Tonken","startTime":921.39,"endTime":924.99,"body":"money. And this is a company"},{"speaker":"Annemie Tonken","startTime":921.39,"endTime":924.99,"body":"that can't even get their"},{"speaker":"Annemie Tonken","startTime":924.99,"endTime":929.31,"body":"website, right? Like, would you"},{"speaker":"Annemie Tonken","startTime":924.99,"endTime":929.31,"body":"think, Oh, I'm sure it's just"},{"speaker":"Annemie Tonken","startTime":929.31,"endTime":931.62,"body":"the website, everything else is"},{"speaker":"Annemie Tonken","startTime":929.31,"endTime":931.62,"body":"going to be fine. You may not go"},{"speaker":"Annemie Tonken","startTime":931.62,"endTime":933.99,"body":"through a whole lot of thought"},{"speaker":"Annemie Tonken","startTime":931.62,"endTime":933.99,"body":"process about it. But somewhere"},{"speaker":"Annemie Tonken","startTime":933.99,"endTime":938.22,"body":"in your brain, it would say, Ah,"},{"speaker":"Annemie Tonken","startTime":933.99,"endTime":938.22,"body":"that's a red flag. You know,"},{"speaker":"Annemie Tonken","startTime":938.22,"endTime":943.32,"body":"let's look for the next luxury"},{"speaker":"Annemie Tonken","startTime":938.22,"endTime":943.32,"body":"hotel. Similarly, if you went to"},{"speaker":"Annemie Tonken","startTime":943.32,"endTime":947.43,"body":"book, a last minute hotel by the"},{"speaker":"Annemie Tonken","startTime":943.32,"endTime":947.43,"body":"airport, because your flight got"},{"speaker":"Annemie Tonken","startTime":947.43,"endTime":950.07,"body":"canceled, and you were in a"},{"speaker":"Annemie Tonken","startTime":947.43,"endTime":950.07,"body":"desperate situation, and you"},{"speaker":"Annemie Tonken","startTime":950.07,"endTime":952.95,"body":"were like, I need a place to"},{"speaker":"Annemie Tonken","startTime":950.07,"endTime":952.95,"body":"stay tonight, and then you get"},{"speaker":"Annemie Tonken","startTime":952.95,"endTime":956.22,"body":"to the website of the airport"},{"speaker":"Annemie Tonken","startTime":952.95,"endTime":956.22,"body":"hotel, and it talks about how"},{"speaker":"Annemie Tonken","startTime":956.22,"endTime":960.42,"body":"they give a complimentary bottle"},{"speaker":"Annemie Tonken","startTime":956.22,"endTime":960.42,"body":"of Dom Perignon to all of their"},{"speaker":"Annemie Tonken","startTime":960.42,"endTime":963.45,"body":"guests on check in, you'd be"},{"speaker":"Annemie Tonken","startTime":960.42,"endTime":963.45,"body":"like, wait a minute, what,"},{"speaker":"Annemie Tonken","startTime":964.44,"endTime":966.75,"body":"what's the room rate, what's"},{"speaker":"Annemie Tonken","startTime":964.44,"endTime":966.75,"body":"happening here, you're gonna,"},{"speaker":"Annemie Tonken","startTime":966.78,"endTime":970.44,"body":"you know, there, you're going to"},{"speaker":"Annemie Tonken","startTime":966.78,"endTime":970.44,"body":"give me a multi $100 bottle of"},{"speaker":"Annemie Tonken","startTime":970.44,"endTime":974.94,"body":"champagne at a cheap hotel, that"},{"speaker":"Annemie Tonken","startTime":970.44,"endTime":974.94,"body":"doesn't make any sense. And even"},{"speaker":"Annemie Tonken","startTime":974.94,"endTime":978.0,"body":"though that might sound"},{"speaker":"Annemie Tonken","startTime":974.94,"endTime":978.0,"body":"appealing, it would also sound"},{"speaker":"Annemie Tonken","startTime":978.0,"endTime":981.72,"body":"like oh, what's like the hidden"},{"speaker":"Annemie Tonken","startTime":978.0,"endTime":981.72,"body":"fee that I'm missing here. And"},{"speaker":"Annemie Tonken","startTime":981.72,"endTime":985.95,"body":"it may cause you to go book a"},{"speaker":"Annemie Tonken","startTime":981.72,"endTime":985.95,"body":"different hotel just to be safe,"},{"speaker":"Annemie Tonken","startTime":985.95,"endTime":992.4,"body":"right. So in order to avoid that"},{"speaker":"Annemie Tonken","startTime":985.95,"endTime":992.4,"body":"kind of brand confusion, as"},{"speaker":"Annemie Tonken","startTime":992.4,"endTime":997.5,"body":"photographers, there are five"},{"speaker":"Annemie Tonken","startTime":992.4,"endTime":997.5,"body":"factors that we need to focus on"},{"speaker":"Annemie Tonken","startTime":997.5,"endTime":1001.58,"body":"making sure are all aligned in"},{"speaker":"Annemie Tonken","startTime":997.5,"endTime":1001.58,"body":"our businesses. And again, this"},{"speaker":"Annemie Tonken","startTime":1001.58,"endTime":1004.1,"body":"isn't restricted to photography."},{"speaker":"Annemie Tonken","startTime":1001.58,"endTime":1004.1,"body":"But I've been talking a lot"},{"speaker":"Annemie Tonken","startTime":1004.1,"endTime":1008.12,"body":"about other industries. So I"},{"speaker":"Annemie Tonken","startTime":1004.1,"endTime":1008.12,"body":"want to bring it back to us. So"},{"speaker":"Annemie Tonken","startTime":1008.63,"endTime":1014.12,"body":"let's talk about how these five"},{"speaker":"Annemie Tonken","startTime":1008.63,"endTime":1014.12,"body":"factors sort of build your"},{"speaker":"Annemie Tonken","startTime":1014.12,"endTime":1018.26,"body":"business. The first two, and I"},{"speaker":"Annemie Tonken","startTime":1014.12,"endTime":1018.26,"body":"call these the five P's, just to"},{"speaker":"Annemie Tonken","startTime":1018.26,"endTime":1021.44,"body":"make them easy to remember. So"},{"speaker":"Annemie Tonken","startTime":1018.26,"endTime":1021.44,"body":"the first two P's are your"},{"speaker":"Annemie Tonken","startTime":1021.44,"endTime":1026.36,"body":"preferences and your parameters."},{"speaker":"Annemie Tonken","startTime":1021.44,"endTime":1026.36,"body":"Now, preferences are all about"},{"speaker":"Annemie Tonken","startTime":1026.57,"endTime":1031.31,"body":"how you would run your business,"},{"speaker":"Annemie Tonken","startTime":1026.57,"endTime":1031.31,"body":"if there were no limits, right?"},{"speaker":"Annemie Tonken","startTime":1031.31,"endTime":1034.43,"body":"Like this is your ideal"},{"speaker":"Annemie Tonken","startTime":1031.31,"endTime":1034.43,"body":"business. It's what you were"},{"speaker":"Annemie Tonken","startTime":1034.43,"endTime":1036.86,"body":"dreaming about. When you were"},{"speaker":"Annemie Tonken","startTime":1034.43,"endTime":1036.86,"body":"thinking about starting a"},{"speaker":"Annemie Tonken","startTime":1036.86,"endTime":1039.83,"body":"photography business. It's the"},{"speaker":"Annemie Tonken","startTime":1036.86,"endTime":1039.83,"body":"vision you start out with,"},{"speaker":"Annemie Tonken","startTime":1039.83,"endTime":1041.99,"body":"right? So what kind of work do"},{"speaker":"Annemie Tonken","startTime":1039.83,"endTime":1041.99,"body":"you want to do? What kind of"},{"speaker":"Annemie Tonken","startTime":1041.99,"endTime":1045.32,"body":"people do you want to work with?"},{"speaker":"Annemie Tonken","startTime":1041.99,"endTime":1045.32,"body":"What kind of niche or market do"},{"speaker":"Annemie Tonken","startTime":1045.32,"endTime":1048.44,"body":"you want to be known for? What"},{"speaker":"Annemie Tonken","startTime":1045.32,"endTime":1048.44,"body":"kind of hours do you want to"},{"speaker":"Annemie Tonken","startTime":1048.44,"endTime":1052.19,"body":"work? Like, you know, what space"},{"speaker":"Annemie Tonken","startTime":1048.44,"endTime":1052.19,"body":"do you work in? Are you working"},{"speaker":"Annemie Tonken","startTime":1052.19,"endTime":1055.07,"body":"in people's homes? Or you are a"},{"speaker":"Annemie Tonken","startTime":1052.19,"endTime":1055.07,"body":"wedding photographer? So"},{"speaker":"Annemie Tonken","startTime":1055.07,"endTime":1058.07,"body":"obviously, you're doing wedding"},{"speaker":"Annemie Tonken","startTime":1055.07,"endTime":1058.07,"body":"venues? But do you have a"},{"speaker":"Annemie Tonken","startTime":1058.07,"endTime":1061.19,"body":"specific kind of wedding that"},{"speaker":"Annemie Tonken","startTime":1058.07,"endTime":1061.19,"body":"you see yourself photographing?"},{"speaker":"Annemie Tonken","startTime":1061.22,"endTime":1064.79,"body":"Or do you have a studio like,"},{"speaker":"Annemie Tonken","startTime":1061.22,"endTime":1064.79,"body":"you know, what's, what's your"},{"speaker":"Annemie Tonken","startTime":1064.91,"endTime":1069.59,"body":"ideal scenario. So preferences"},{"speaker":"Annemie Tonken","startTime":1064.91,"endTime":1069.59,"body":"are a fun thing to check in"},{"speaker":"Annemie Tonken","startTime":1069.59,"endTime":1072.26,"body":"with. And there's something that"},{"speaker":"Annemie Tonken","startTime":1069.59,"endTime":1072.26,"body":"I very strongly recommend that"},{"speaker":"Annemie Tonken","startTime":1072.26,"endTime":1075.05,"body":"you check in with regularly,"},{"speaker":"Annemie Tonken","startTime":1072.26,"endTime":1075.05,"body":"because they do change over"},{"speaker":"Annemie Tonken","startTime":1075.05,"endTime":1079.91,"body":"time. But the important thing is"},{"speaker":"Annemie Tonken","startTime":1075.05,"endTime":1079.91,"body":"that, you know, we at least pay"},{"speaker":"Annemie Tonken","startTime":1079.91,"endTime":1084.62,"body":"attention to those, because that"},{"speaker":"Annemie Tonken","startTime":1079.91,"endTime":1084.62,"body":"really should be the North Star"},{"speaker":"Annemie Tonken","startTime":1084.68,"endTime":1088.58,"body":"that you are building toward"},{"speaker":"Annemie Tonken","startTime":1084.68,"endTime":1088.58,"body":"that you're working toward, even"},{"speaker":"Annemie Tonken","startTime":1088.58,"endTime":1091.79,"body":"if you're not quite there yet,"},{"speaker":"Annemie Tonken","startTime":1088.58,"endTime":1091.79,"body":"or even if your circumstances"},{"speaker":"Annemie Tonken","startTime":1091.79,"endTime":1094.88,"body":"kind of dictate that right now,"},{"speaker":"Annemie Tonken","startTime":1091.79,"endTime":1094.88,"body":"you can't have the pie in the"},{"speaker":"Annemie Tonken","startTime":1094.88,"endTime":1098.3,"body":"sky version. But we know what"},{"speaker":"Annemie Tonken","startTime":1094.88,"endTime":1098.3,"body":"that is. And so we're working"},{"speaker":"Annemie Tonken","startTime":1098.3,"endTime":1104.57,"body":"toward that. And in terms of"},{"speaker":"Annemie Tonken","startTime":1098.3,"endTime":1104.57,"body":"your like, the things that keep"},{"speaker":"Annemie Tonken","startTime":1104.57,"endTime":1107.45,"body":"you from achieving that, then"},{"speaker":"Annemie Tonken","startTime":1104.57,"endTime":1107.45,"body":"we're going to introduce the"},{"speaker":"Annemie Tonken","startTime":1107.45,"endTime":1110.93,"body":"second P, which is your"},{"speaker":"Annemie Tonken","startTime":1107.45,"endTime":1110.93,"body":"parameters, right. So parameters"},{"speaker":"Annemie Tonken","startTime":1110.93,"endTime":1113.6,"body":"are kind of the facts of your"},{"speaker":"Annemie Tonken","startTime":1110.93,"endTime":1113.6,"body":"life, they are your"},{"speaker":"Annemie Tonken","startTime":1113.6,"endTime":1117.5,"body":"circumstances, I often say that"},{"speaker":"Annemie Tonken","startTime":1113.6,"endTime":1117.5,"body":"they are, you know, there's like"},{"speaker":"Annemie Tonken","startTime":1117.5,"endTime":1120.11,"body":"a good side and a bad side to"},{"speaker":"Annemie Tonken","startTime":1117.5,"endTime":1120.11,"body":"parameter. So you've got your"},{"speaker":"Annemie Tonken","startTime":1120.14,"endTime":1123.41,"body":"restrictions, the things that,"},{"speaker":"Annemie Tonken","startTime":1120.14,"endTime":1123.41,"body":"you know, it's like you've got"},{"speaker":"Annemie Tonken","startTime":1123.41,"endTime":1126.68,"body":"time restrictions, you've got"},{"speaker":"Annemie Tonken","startTime":1123.41,"endTime":1126.68,"body":"monetary restrictions, money"},{"speaker":"Annemie Tonken","startTime":1126.68,"endTime":1129.38,"body":"that you do, or don't have to"},{"speaker":"Annemie Tonken","startTime":1126.68,"endTime":1129.38,"body":"invest in your business money"},{"speaker":"Annemie Tonken","startTime":1129.38,"endTime":1132.98,"body":"that you do or don't need to"},{"speaker":"Annemie Tonken","startTime":1129.38,"endTime":1132.98,"body":"make in your business. But then"},{"speaker":"Annemie Tonken","startTime":1132.98,"endTime":1136.85,"body":"you also have your resources and"},{"speaker":"Annemie Tonken","startTime":1132.98,"endTime":1136.85,"body":"parameters have to do with your"},{"speaker":"Annemie Tonken","startTime":1136.85,"endTime":1140.72,"body":"resources as well. Like maybe"},{"speaker":"Annemie Tonken","startTime":1136.85,"endTime":1140.72,"body":"your pie in the sky idea of a"},{"speaker":"Annemie Tonken","startTime":1140.72,"endTime":1143.81,"body":"business means that you have"},{"speaker":"Annemie Tonken","startTime":1140.72,"endTime":1143.81,"body":"this like fancy studio, but"},{"speaker":"Annemie Tonken","startTime":1143.81,"endTime":1146.51,"body":"currently you don't have the"},{"speaker":"Annemie Tonken","startTime":1143.81,"endTime":1146.51,"body":"equipment for that, like you"},{"speaker":"Annemie Tonken","startTime":1146.51,"endTime":1150.17,"body":"don't have the resources for"},{"speaker":"Annemie Tonken","startTime":1146.51,"endTime":1150.17,"body":"that. But resources come down to"},{"speaker":"Annemie Tonken","startTime":1150.17,"endTime":1153.02,"body":"all kinds of other things too,"},{"speaker":"Annemie Tonken","startTime":1150.17,"endTime":1153.02,"body":"right? Maybe you have the"},{"speaker":"Annemie Tonken","startTime":1153.02,"endTime":1157.4,"body":"special resource of a partner"},{"speaker":"Annemie Tonken","startTime":1153.02,"endTime":1157.4,"body":"who is a an SEO whiz or"},{"speaker":"Annemie Tonken","startTime":1157.4,"endTime":1160.19,"body":"something like that, that's a"},{"speaker":"Annemie Tonken","startTime":1157.4,"endTime":1160.19,"body":"resource that you have that"},{"speaker":"Annemie Tonken","startTime":1160.19,"endTime":1163.34,"body":"other photographers probably"},{"speaker":"Annemie Tonken","startTime":1160.19,"endTime":1163.34,"body":"don't have, or not all of them"},{"speaker":"Annemie Tonken","startTime":1163.34,"endTime":1167.66,"body":"have. Other parameters include"},{"speaker":"Annemie Tonken","startTime":1163.34,"endTime":1167.66,"body":"things like the the hours you're"},{"speaker":"Annemie Tonken","startTime":1167.66,"endTime":1170.93,"body":"available to work, the specific"},{"speaker":"Annemie Tonken","startTime":1167.66,"endTime":1170.93,"body":"tools and talents that you can"},{"speaker":"Annemie Tonken","startTime":1170.93,"endTime":1174.89,"body":"use in service of your business,"},{"speaker":"Annemie Tonken","startTime":1170.93,"endTime":1174.89,"body":"all those kinds of things. So,"},{"speaker":"Annemie Tonken","startTime":1175.34,"endTime":1179.87,"body":"when you sit down and catalogue"},{"speaker":"Annemie Tonken","startTime":1175.34,"endTime":1179.87,"body":"your preferences and parameters,"},{"speaker":"Annemie Tonken","startTime":1179.87,"endTime":1183.41,"body":"and I mentioned like you should"},{"speaker":"Annemie Tonken","startTime":1179.87,"endTime":1183.41,"body":"check in on your preferences,"},{"speaker":"Annemie Tonken","startTime":1183.41,"endTime":1185.99,"body":"you should also check in on your"},{"speaker":"Annemie Tonken","startTime":1183.41,"endTime":1185.99,"body":"parameters because those change"},{"speaker":"Annemie Tonken","startTime":1185.99,"endTime":1191.75,"body":"over time too. So I try and do"},{"speaker":"Annemie Tonken","startTime":1185.99,"endTime":1191.75,"body":"this once a year and I say okay,"},{"speaker":"Annemie Tonken","startTime":1191.75,"endTime":1194.78,"body":"what do I have at my you know,"},{"speaker":"Annemie Tonken","startTime":1191.75,"endTime":1194.78,"body":"what are what's, what's the"},{"speaker":"Annemie Tonken","startTime":1194.78,"endTime":1200.0,"body":"dream and what's my reality?"},{"speaker":"Annemie Tonken","startTime":1194.78,"endTime":1200.0,"body":"Based on that those two things"},{"speaker":"Annemie Tonken","startTime":1200.0,"endTime":1204.86,"body":"things. That's how you decide"},{"speaker":"Annemie Tonken","startTime":1200.0,"endTime":1204.86,"body":"which of these business models"},{"speaker":"Annemie Tonken","startTime":1204.89,"endTime":1208.64,"body":"the donkey, the workhorse, or"},{"speaker":"Annemie Tonken","startTime":1204.89,"endTime":1208.64,"body":"the unicorn makes the most sense"},{"speaker":"Annemie Tonken","startTime":1208.67,"endTime":1212.33,"body":"for your business, right. So I"},{"speaker":"Annemie Tonken","startTime":1208.67,"endTime":1212.33,"body":"always say after the first two"},{"speaker":"Annemie Tonken","startTime":1212.33,"endTime":1217.07,"body":"P's preferences and parameters,"},{"speaker":"Annemie Tonken","startTime":1212.33,"endTime":1217.07,"body":"then you pause, and you decide"},{"speaker":"Annemie Tonken","startTime":1217.1,"endTime":1220.13,"body":"on your business model. And"},{"speaker":"Annemie Tonken","startTime":1217.1,"endTime":1220.13,"body":"unlike your preferences and"},{"speaker":"Annemie Tonken","startTime":1220.13,"endTime":1224.18,"body":"parameters, typically, your"},{"speaker":"Annemie Tonken","startTime":1220.13,"endTime":1224.18,"body":"business model is stable over"},{"speaker":"Annemie Tonken","startTime":1224.18,"endTime":1227.39,"body":"time, you are generally going to"},{"speaker":"Annemie Tonken","startTime":1224.18,"endTime":1227.39,"body":"be attracted to one of those"},{"speaker":"Annemie Tonken","startTime":1227.39,"endTime":1232.01,"body":"three models more than the"},{"speaker":"Annemie Tonken","startTime":1227.39,"endTime":1232.01,"body":"others. So once you've decided"},{"speaker":"Annemie Tonken","startTime":1232.01,"endTime":1235.16,"body":"on the right business model,"},{"speaker":"Annemie Tonken","startTime":1232.01,"endTime":1235.16,"body":"based on your preferences and"},{"speaker":"Annemie Tonken","startTime":1235.16,"endTime":1240.29,"body":"parameters, then that dictates"},{"speaker":"Annemie Tonken","startTime":1235.16,"endTime":1240.29,"body":"the other three P's, which are"},{"speaker":"Annemie Tonken","startTime":1240.29,"endTime":1245.24,"body":"your products, your pricing and"},{"speaker":"Annemie Tonken","startTime":1240.29,"endTime":1245.24,"body":"your policies. So products is"},{"speaker":"Annemie Tonken","startTime":1245.24,"endTime":1249.2,"body":"kind of a broad term, a neat,"},{"speaker":"Annemie Tonken","startTime":1245.24,"endTime":1249.2,"body":"you know, immediately we think"},{"speaker":"Annemie Tonken","startTime":1249.2,"endTime":1252.65,"body":"of things like oh, albums and"},{"speaker":"Annemie Tonken","startTime":1249.2,"endTime":1252.65,"body":"framed prints, those are"},{"speaker":"Annemie Tonken","startTime":1252.65,"endTime":1256.64,"body":"products that I sell. And if you"},{"speaker":"Annemie Tonken","startTime":1252.65,"endTime":1256.64,"body":"sell albums and framed prints,"},{"speaker":"Annemie Tonken","startTime":1256.64,"endTime":1260.21,"body":"then yes, that that is included"},{"speaker":"Annemie Tonken","startTime":1256.64,"endTime":1260.21,"body":"in this, but it also just means"},{"speaker":"Annemie Tonken","startTime":1260.21,"endTime":1264.65,"body":"your general offers, right your"},{"speaker":"Annemie Tonken","startTime":1260.21,"endTime":1264.65,"body":"your product is your general"},{"speaker":"Annemie Tonken","startTime":1264.65,"endTime":1269.42,"body":"offer. And it really also comes"},{"speaker":"Annemie Tonken","startTime":1264.65,"endTime":1269.42,"body":"down to your brand, like your"},{"speaker":"Annemie Tonken","startTime":1269.42,"endTime":1274.58,"body":"brand needs to reflect the"},{"speaker":"Annemie Tonken","startTime":1269.42,"endTime":1274.58,"body":"business model that you are"},{"speaker":"Annemie Tonken","startTime":1274.58,"endTime":1279.86,"body":"selling, you want to either lean"},{"speaker":"Annemie Tonken","startTime":1274.58,"endTime":1279.86,"body":"into that super luxury"},{"speaker":"Annemie Tonken","startTime":1279.86,"endTime":1284.63,"body":"experience, or you want to focus"},{"speaker":"Annemie Tonken","startTime":1279.86,"endTime":1284.63,"body":"on whatever it is that sets you"},{"speaker":"Annemie Tonken","startTime":1284.63,"endTime":1287.75,"body":"apart from all the other"},{"speaker":"Annemie Tonken","startTime":1284.63,"endTime":1287.75,"body":"workhorse businesses out there."},{"speaker":"Annemie Tonken","startTime":1287.93,"endTime":1291.05,"body":"Like what is it that you offer"},{"speaker":"Annemie Tonken","startTime":1287.93,"endTime":1291.05,"body":"that's different, that is part"},{"speaker":"Annemie Tonken","startTime":1291.05,"endTime":1294.41,"body":"of your product line. And it is"},{"speaker":"Annemie Tonken","startTime":1291.05,"endTime":1294.41,"body":"something that needs to be"},{"speaker":"Annemie Tonken","startTime":1294.41,"endTime":1298.64,"body":"reflected in all the different"},{"speaker":"Annemie Tonken","startTime":1294.41,"endTime":1298.64,"body":"parts of your brand identity. So"},{"speaker":"Annemie Tonken","startTime":1298.88,"endTime":1303.14,"body":"products include both your like"},{"speaker":"Annemie Tonken","startTime":1298.88,"endTime":1303.14,"body":"the goods that you sell the"},{"speaker":"Annemie Tonken","startTime":1303.14,"endTime":1307.88,"body":"services that you offer, and"},{"speaker":"Annemie Tonken","startTime":1303.14,"endTime":1307.88,"body":"then your brand as a whole. Your"},{"speaker":"Annemie Tonken","startTime":1307.88,"endTime":1312.08,"body":"pricing is obviously how much"},{"speaker":"Annemie Tonken","startTime":1307.88,"endTime":1312.08,"body":"you charge for those goods and"},{"speaker":"Annemie Tonken","startTime":1312.08,"endTime":1317.27,"body":"services. But remember, the more"},{"speaker":"Annemie Tonken","startTime":1312.08,"endTime":1317.27,"body":"exclusive your brand, the more"},{"speaker":"Annemie Tonken","startTime":1317.3,"endTime":1321.2,"body":"kind of unicorn your business"},{"speaker":"Annemie Tonken","startTime":1317.3,"endTime":1321.2,"body":"is, the higher your markup needs"},{"speaker":"Annemie Tonken","startTime":1321.2,"endTime":1325.7,"body":"to be, the higher your prices"},{"speaker":"Annemie Tonken","startTime":1321.2,"endTime":1325.7,"body":"need to be to be in line with"},{"speaker":"Annemie Tonken","startTime":1325.7,"endTime":1330.8,"body":"that brand identity. So again,"},{"speaker":"Annemie Tonken","startTime":1325.7,"endTime":1330.8,"body":"you know, if you were to go on"},{"speaker":"Annemie Tonken","startTime":1330.83,"endTime":1334.28,"body":"the website of an airport hotel,"},{"speaker":"Annemie Tonken","startTime":1330.83,"endTime":1334.28,"body":"you're trying to book kind of a"},{"speaker":"Annemie Tonken","startTime":1334.31,"endTime":1338.75,"body":"last minute cheap place to stay."},{"speaker":"Annemie Tonken","startTime":1334.31,"endTime":1338.75,"body":"And you see that they have all"},{"speaker":"Annemie Tonken","startTime":1338.75,"endTime":1344.09,"body":"these extra bells and whistles."},{"speaker":"Annemie Tonken","startTime":1338.75,"endTime":1344.09,"body":"Again, that sounds nice. But we"},{"speaker":"Annemie Tonken","startTime":1344.09,"endTime":1347.93,"body":"all are pretty well conditioned"},{"speaker":"Annemie Tonken","startTime":1344.09,"endTime":1347.93,"body":"to see something that seems too"},{"speaker":"Annemie Tonken","startTime":1347.93,"endTime":1351.11,"body":"good to be true. And believe"},{"speaker":"Annemie Tonken","startTime":1347.93,"endTime":1351.11,"body":"that it's probably too good to"},{"speaker":"Annemie Tonken","startTime":1351.11,"endTime":1355.85,"body":"be true. I went right before I"},{"speaker":"Annemie Tonken","startTime":1351.11,"endTime":1355.85,"body":"recorded this, I went on pratas"},{"speaker":"Annemie Tonken","startTime":1355.85,"endTime":1359.24,"body":"website and I looked for a basic"},{"speaker":"Annemie Tonken","startTime":1355.85,"endTime":1359.24,"body":"cotton t shirt. So I can go to"},{"speaker":"Annemie Tonken","startTime":1359.24,"endTime":1362.96,"body":"Old Navy and get a t shirt for"},{"speaker":"Annemie Tonken","startTime":1359.24,"endTime":1362.96,"body":"like five bucks right on sale"},{"speaker":"Annemie Tonken","startTime":1362.96,"endTime":1366.83,"body":"and the sale been for $5 If I"},{"speaker":"Annemie Tonken","startTime":1362.96,"endTime":1366.83,"body":"want a t shirt to cover my body."},{"speaker":"Annemie Tonken","startTime":1367.58,"endTime":1371.48,"body":"And you know, that's exactly"},{"speaker":"Annemie Tonken","startTime":1367.58,"endTime":1371.48,"body":"what I need, I can get that"},{"speaker":"Annemie Tonken","startTime":1371.48,"endTime":1376.25,"body":"extremely cheaply. Prada also"},{"speaker":"Annemie Tonken","startTime":1371.48,"endTime":1376.25,"body":"sells T shirts, but they do not"},{"speaker":"Annemie Tonken","startTime":1376.25,"endTime":1381.62,"body":"sell them for $5. They don't"},{"speaker":"Annemie Tonken","startTime":1376.25,"endTime":1381.62,"body":"even sell them for $50 or $500."},{"speaker":"Annemie Tonken","startTime":1381.65,"endTime":1385.37,"body":"That cotton t shirt that has the"},{"speaker":"Annemie Tonken","startTime":1381.65,"endTime":1385.37,"body":"product logo on the front that"},{"speaker":"Annemie Tonken","startTime":1385.37,"endTime":1391.49,"body":"is sold on prada.com was $875."},{"speaker":"Annemie Tonken","startTime":1385.37,"endTime":1391.49,"body":"So obviously product isn't"},{"speaker":"Annemie Tonken","startTime":1391.49,"endTime":1395.33,"body":"paying a whole lot more for a"},{"speaker":"Annemie Tonken","startTime":1391.49,"endTime":1395.33,"body":"cotton t shirt even if they're"},{"speaker":"Annemie Tonken","startTime":1395.33,"endTime":1398.27,"body":"sourcing it in better places, or"},{"speaker":"Annemie Tonken","startTime":1395.33,"endTime":1398.27,"body":"it's like higher end cotton,"},{"speaker":"Annemie Tonken","startTime":1398.3,"endTime":1405.23,"body":"it's not enough to justify $900"},{"speaker":"Annemie Tonken","startTime":1398.3,"endTime":1405.23,"body":"by itself. However, Prada is"},{"speaker":"Annemie Tonken","startTime":1405.23,"endTime":1409.07,"body":"putting all kinds of money into"},{"speaker":"Annemie Tonken","startTime":1405.23,"endTime":1409.07,"body":"building this brand identity as"},{"speaker":"Annemie Tonken","startTime":1409.07,"endTime":1412.19,"body":"I was poking around their"},{"speaker":"Annemie Tonken","startTime":1409.07,"endTime":1412.19,"body":"website. They've got you know,"},{"speaker":"Annemie Tonken","startTime":1412.22,"endTime":1417.23,"body":"Benedict Cumberbatch and Emma"},{"speaker":"Annemie Tonken","startTime":1412.22,"endTime":1417.23,"body":"Watson modeling their stuff in"},{"speaker":"Annemie Tonken","startTime":1417.29,"endTime":1420.68,"body":"you know, various places on the"},{"speaker":"Annemie Tonken","startTime":1417.29,"endTime":1420.68,"body":"website. So clearly, they are"},{"speaker":"Annemie Tonken","startTime":1420.68,"endTime":1426.11,"body":"paying for these very expensive"},{"speaker":"Annemie Tonken","startTime":1420.68,"endTime":1426.11,"body":"spokespeople. And the you know,"},{"speaker":"Annemie Tonken","startTime":1426.11,"endTime":1430.28,"body":"we all know that Pradas ads are"},{"speaker":"Annemie Tonken","startTime":1426.11,"endTime":1430.28,"body":"running in Times Square. And"},{"speaker":"Annemie Tonken","startTime":1430.28,"endTime":1432.47,"body":"they're you know, they're buying"},{"speaker":"Annemie Tonken","startTime":1430.28,"endTime":1432.47,"body":"really expensive ads, and"},{"speaker":"Annemie Tonken","startTime":1432.47,"endTime":1436.28,"body":"they're at the Met Gala, and all"},{"speaker":"Annemie Tonken","startTime":1432.47,"endTime":1436.28,"body":"this sort of thing. It's a"},{"speaker":"Annemie Tonken","startTime":1436.28,"endTime":1440.36,"body":"different thing than Old Navy."},{"speaker":"Annemie Tonken","startTime":1436.28,"endTime":1440.36,"body":"Now, there are not many people"},{"speaker":"Annemie Tonken","startTime":1440.36,"endTime":1444.26,"body":"out there who are able and"},{"speaker":"Annemie Tonken","startTime":1440.36,"endTime":1444.26,"body":"willing to buy a $900 T shirt."},{"speaker":"Annemie Tonken","startTime":1445.16,"endTime":1449.57,"body":"Whereas plenty of people are out"},{"speaker":"Annemie Tonken","startTime":1445.16,"endTime":1449.57,"body":"there buying T shirts from Old"},{"speaker":"Annemie Tonken","startTime":1449.57,"endTime":1454.4,"body":"Navy, but they have to sell a"},{"speaker":"Annemie Tonken","startTime":1449.57,"endTime":1454.4,"body":"lot less merchandise in order to"},{"speaker":"Annemie Tonken","startTime":1454.4,"endTime":1457.67,"body":"make the same amount of money."},{"speaker":"Annemie Tonken","startTime":1454.4,"endTime":1457.67,"body":"You know, they sell one t shirt,"},{"speaker":"Annemie Tonken","startTime":1457.67,"endTime":1462.02,"body":"and then whatever the math is on"},{"speaker":"Annemie Tonken","startTime":1457.67,"endTime":1462.02,"body":"900 divided by $5. That's how"},{"speaker":"Annemie Tonken","startTime":1462.02,"endTime":1464.69,"body":"many that Old Navy needs to"},{"speaker":"Annemie Tonken","startTime":1462.02,"endTime":1464.69,"body":"sell. So it's just a different"},{"speaker":"Annemie Tonken","startTime":1464.69,"endTime":1468.8,"body":"business model. But pricing is"},{"speaker":"Annemie Tonken","startTime":1464.69,"endTime":1468.8,"body":"part of the brand identity. And"},{"speaker":"Annemie Tonken","startTime":1468.8,"endTime":1475.85,"body":"if a product a customer sees a t"},{"speaker":"Annemie Tonken","startTime":1468.8,"endTime":1475.85,"body":"shirt for, again, even $50 It's"},{"speaker":"Annemie Tonken","startTime":1475.85,"endTime":1479.54,"body":"going to change what they"},{"speaker":"Annemie Tonken","startTime":1475.85,"endTime":1479.54,"body":"perceive as that brand identity."},{"speaker":"Annemie Tonken","startTime":1479.54,"endTime":1483.05,"body":"They're going to say, Oh no, I'm"},{"speaker":"Annemie Tonken","startTime":1479.54,"endTime":1483.05,"body":"a $900 T shirt shopper. I don't"},{"speaker":"Annemie Tonken","startTime":1483.05,"endTime":1487.19,"body":"buy T shirts for $50 Whatever"},{"speaker":"Annemie Tonken","startTime":1483.05,"endTime":1487.19,"body":"you may feel about that there"},{"speaker":"Annemie Tonken","startTime":1487.19,"endTime":1491.09,"body":"are those people out there. And"},{"speaker":"Annemie Tonken","startTime":1487.19,"endTime":1491.09,"body":"so we need to kind of get"},{"speaker":"Annemie Tonken","startTime":1491.09,"endTime":1494.15,"body":"comfortable with the fact that"},{"speaker":"Annemie Tonken","startTime":1491.09,"endTime":1494.15,"body":"that's just a different kind of"},{"speaker":"Annemie Tonken","startTime":1494.15,"endTime":1497.42,"body":"a it's a different product. It's"},{"speaker":"Annemie Tonken","startTime":1494.15,"endTime":1497.42,"body":"a different pitch. If that pitch"},{"speaker":"Annemie Tonken","startTime":1497.45,"endTime":1500.66,"body":"isn't for you, that doesn't mean"},{"speaker":"Annemie Tonken","startTime":1497.45,"endTime":1500.66,"body":"it's not for someone else. And"},{"speaker":"Annemie Tonken","startTime":1500.66,"endTime":1504.62,"body":"then the third P in that"},{"speaker":"Annemie Tonken","startTime":1500.66,"endTime":1504.62,"body":"equation is policies. So"},{"speaker":"Annemie Tonken","startTime":1504.65,"endTime":1510.65,"body":"policies really are kind of the"},{"speaker":"Annemie Tonken","startTime":1504.65,"endTime":1510.65,"body":"boundaries around your time and"},{"speaker":"Annemie Tonken","startTime":1510.65,"endTime":1516.17,"body":"services, right. So, if we go"},{"speaker":"Annemie Tonken","startTime":1510.65,"endTime":1516.17,"body":"back to the hotel example, at a"},{"speaker":"Annemie Tonken","startTime":1516.17,"endTime":1520.94,"body":"lot of high end hotels, if it's"},{"speaker":"Annemie Tonken","startTime":1516.17,"endTime":1520.94,"body":"raining, you'll, you know, start"},{"speaker":"Annemie Tonken","startTime":1520.94,"endTime":1523.79,"body":"to walk out the door, and they"},{"speaker":"Annemie Tonken","startTime":1520.94,"endTime":1523.79,"body":"will hand you a big golf"},{"speaker":"Annemie Tonken","startTime":1523.79,"endTime":1526.85,"body":"umbrella. And I'm not entirely"},{"speaker":"Annemie Tonken","startTime":1523.79,"endTime":1526.85,"body":"clear on whether you're supposed"},{"speaker":"Annemie Tonken","startTime":1526.85,"endTime":1530.27,"body":"to get that back or not. I don't"},{"speaker":"Annemie Tonken","startTime":1526.85,"endTime":1530.27,"body":"even think it really matters."},{"speaker":"Annemie Tonken","startTime":1530.27,"endTime":1533.78,"body":"Like, they probably build that"},{"speaker":"Annemie Tonken","startTime":1530.27,"endTime":1533.78,"body":"into the cost. If they're, you"},{"speaker":"Annemie Tonken","startTime":1533.78,"endTime":1536.45,"body":"know, clientele are about to"},{"speaker":"Annemie Tonken","startTime":1533.78,"endTime":1536.45,"body":"walk outside. And they don't"},{"speaker":"Annemie Tonken","startTime":1536.45,"endTime":1539.84,"body":"have something to cover their"},{"speaker":"Annemie Tonken","startTime":1536.45,"endTime":1539.84,"body":"fancy hairdos, or their fancy"},{"speaker":"Annemie Tonken","startTime":1539.84,"endTime":1542.9,"body":"clothes or whatever, the hotel"},{"speaker":"Annemie Tonken","startTime":1539.84,"endTime":1542.9,"body":"is just gonna say, Here you go,"},{"speaker":"Annemie Tonken","startTime":1542.9,"endTime":1549.08,"body":"here's the $60 umbrella that you"},{"speaker":"Annemie Tonken","startTime":1542.9,"endTime":1549.08,"body":"can keep on us, because they've"},{"speaker":"Annemie Tonken","startTime":1549.08,"endTime":1552.05,"body":"got enough padding in their"},{"speaker":"Annemie Tonken","startTime":1549.08,"endTime":1552.05,"body":"margins to do that. And it"},{"speaker":"Annemie Tonken","startTime":1552.05,"endTime":1554.96,"body":"contributes to this sense of"},{"speaker":"Annemie Tonken","startTime":1552.05,"endTime":1554.96,"body":"like, when you're here you are"},{"speaker":"Annemie Tonken","startTime":1554.96,"endTime":1558.26,"body":"being taken care of like"},{"speaker":"Annemie Tonken","startTime":1554.96,"endTime":1558.26,"body":"royalty, right? You wouldn't"},{"speaker":"Annemie Tonken","startTime":1558.26,"endTime":1561.59,"body":"expect that at a budget or like"},{"speaker":"Annemie Tonken","startTime":1558.26,"endTime":1561.59,"body":"airport hotel, it just wouldn't"},{"speaker":"Annemie Tonken","startTime":1561.59,"endTime":1564.56,"body":"happen. And they wouldn't be"},{"speaker":"Annemie Tonken","startTime":1561.59,"endTime":1564.56,"body":"able to afford to give you the"},{"speaker":"Annemie Tonken","startTime":1564.56,"endTime":1569.12,"body":"rates that they were giving you"},{"speaker":"Annemie Tonken","startTime":1564.56,"endTime":1569.12,"body":"if that was their policy. So,"},{"speaker":"Annemie Tonken","startTime":1569.72,"endTime":1573.14,"body":"again, I know that I have packed"},{"speaker":"Annemie Tonken","startTime":1569.72,"endTime":1573.14,"body":"a lot into this episode, and I"},{"speaker":"Annemie Tonken","startTime":1573.14,"endTime":1577.43,"body":"am getting to the end of it. But"},{"speaker":"Annemie Tonken","startTime":1573.14,"endTime":1577.43,"body":"there is a lot more to this"},{"speaker":"Annemie Tonken","startTime":1577.43,"endTime":1581.96,"body":"whole concept where this came"},{"speaker":"Annemie Tonken","startTime":1577.43,"endTime":1581.96,"body":"from, if this is something that"},{"speaker":"Annemie Tonken","startTime":1581.96,"endTime":1585.41,"body":"you are interested in, if it"},{"speaker":"Annemie Tonken","startTime":1581.96,"endTime":1585.41,"body":"sort of piqued your curiosity"},{"speaker":"Annemie Tonken","startTime":1585.41,"endTime":1590.27,"body":"about how your brand identity"},{"speaker":"Annemie Tonken","startTime":1585.41,"endTime":1590.27,"body":"and your pricing and all of"},{"speaker":"Annemie Tonken","startTime":1590.27,"endTime":1595.46,"body":"these things can be positioned"},{"speaker":"Annemie Tonken","startTime":1590.27,"endTime":1595.46,"body":"at any level, really. But as"},{"speaker":"Annemie Tonken","startTime":1595.46,"endTime":1598.79,"body":"long as they are cohesive, they"},{"speaker":"Annemie Tonken","startTime":1595.46,"endTime":1598.79,"body":"can attract the right customers,"},{"speaker":"Annemie Tonken","startTime":1598.82,"endTime":1604.28,"body":"even when the market is a little"},{"speaker":"Annemie Tonken","startTime":1598.82,"endTime":1604.28,"body":"soft. I would love to invite you"},{"speaker":"Annemie Tonken","startTime":1604.31,"endTime":1609.71,"body":"to come over to this can't be"},{"speaker":"Annemie Tonken","startTime":1604.31,"endTime":1609.71,"body":"that hard.com/quiz take a quiz"},{"speaker":"Annemie Tonken","startTime":1609.74,"endTime":1612.17,"body":"that I have there. It's a short"},{"speaker":"Annemie Tonken","startTime":1609.74,"endTime":1612.17,"body":"quiz, but it'll help you"},{"speaker":"Annemie Tonken","startTime":1612.17,"endTime":1616.7,"body":"determine your ideal business"},{"speaker":"Annemie Tonken","startTime":1612.17,"endTime":1616.7,"body":"model. And then, when you get"},{"speaker":"Annemie Tonken","startTime":1616.7,"endTime":1620.42,"body":"your results, I give you a whole"},{"speaker":"Annemie Tonken","startTime":1616.7,"endTime":1620.42,"body":"bunch of additional information"},{"speaker":"Annemie Tonken","startTime":1620.45,"endTime":1624.56,"body":"about what your preferences and"},{"speaker":"Annemie Tonken","startTime":1620.45,"endTime":1624.56,"body":"parameters mean for your"},{"speaker":"Annemie Tonken","startTime":1624.56,"endTime":1630.2,"body":"business. So most of all, I hope"},{"speaker":"Annemie Tonken","startTime":1624.56,"endTime":1630.2,"body":"that if you have been feeling"},{"speaker":"Annemie Tonken","startTime":1630.23,"endTime":1634.58,"body":"stressed about your inquiries,"},{"speaker":"Annemie Tonken","startTime":1630.23,"endTime":1634.58,"body":"or concerned about maybe it's"},{"speaker":"Annemie Tonken","startTime":1634.58,"endTime":1637.58,"body":"your pricing, that's the"},{"speaker":"Annemie Tonken","startTime":1634.58,"endTime":1637.58,"body":"problem. Before you make any big"},{"speaker":"Annemie Tonken","startTime":1637.58,"endTime":1641.48,"body":"changes, I really do want you to"},{"speaker":"Annemie Tonken","startTime":1637.58,"endTime":1641.48,"body":"consider how your business"},{"speaker":"Annemie Tonken","startTime":1641.51,"endTime":1645.95,"body":"alignment stands up. Pricing is"},{"speaker":"Annemie Tonken","startTime":1641.51,"endTime":1645.95,"body":"just one piece of the puzzle."},{"speaker":"Annemie Tonken","startTime":1646.16,"endTime":1649.79,"body":"And making changes without"},{"speaker":"Annemie Tonken","startTime":1646.16,"endTime":1649.79,"body":"taking that into consideration"},{"speaker":"Annemie Tonken","startTime":1650.06,"endTime":1654.89,"body":"can actually make your situation"},{"speaker":"Annemie Tonken","startTime":1650.06,"endTime":1654.89,"body":"worse. So remember, your"},{"speaker":"Annemie Tonken","startTime":1654.89,"endTime":1657.86,"body":"preferences and parameters"},{"speaker":"Annemie Tonken","startTime":1654.89,"endTime":1657.86,"body":"should guide which of the three"},{"speaker":"Annemie Tonken","startTime":1657.86,"endTime":1661.1,"body":"business models the donkey, the"},{"speaker":"Annemie Tonken","startTime":1657.86,"endTime":1661.1,"body":"workhorse or the unicorn is best"},{"speaker":"Annemie Tonken","startTime":1661.1,"endTime":1664.19,"body":"suited for you. And then once"},{"speaker":"Annemie Tonken","startTime":1661.1,"endTime":1664.19,"body":"you've determined that model,"},{"speaker":"Annemie Tonken","startTime":1664.25,"endTime":1667.13,"body":"then you can ensure that your"},{"speaker":"Annemie Tonken","startTime":1664.25,"endTime":1667.13,"body":"products, your pricing and your"},{"speaker":"Annemie Tonken","startTime":1667.13,"endTime":1671.21,"body":"policies are all aligned with"},{"speaker":"Annemie Tonken","startTime":1667.13,"endTime":1671.21,"body":"that model. And by focusing on"},{"speaker":"Annemie Tonken","startTime":1671.21,"endTime":1675.05,"body":"alignment. First, you create"},{"speaker":"Annemie Tonken","startTime":1671.21,"endTime":1675.05,"body":"this cohesive brand that builds"},{"speaker":"Annemie Tonken","startTime":1675.05,"endTime":1678.14,"body":"trust with your audience. When"},{"speaker":"Annemie Tonken","startTime":1675.05,"endTime":1678.14,"body":"your business model your"},{"speaker":"Annemie Tonken","startTime":1678.14,"endTime":1681.44,"body":"products, your pricing and your"},{"speaker":"Annemie Tonken","startTime":1678.14,"endTime":1681.44,"body":"policies are all in sync, your"},{"speaker":"Annemie Tonken","startTime":1681.44,"endTime":1685.13,"body":"brand becomes stronger becomes"},{"speaker":"Annemie Tonken","startTime":1681.44,"endTime":1685.13,"body":"more recognizable. And that"},{"speaker":"Annemie Tonken","startTime":1685.13,"endTime":1689.3,"body":"cohesive brand helps people"},{"speaker":"Annemie Tonken","startTime":1685.13,"endTime":1689.3,"body":"understand what you stand for"},{"speaker":"Annemie Tonken","startTime":1689.33,"endTime":1692.69,"body":"and what they can expect from"},{"speaker":"Annemie Tonken","startTime":1689.33,"endTime":1692.69,"body":"you, which builds trust. And"},{"speaker":"Annemie Tonken","startTime":1692.69,"endTime":1697.67,"body":"trust is such a powerful tool."},{"speaker":"Annemie Tonken","startTime":1692.69,"endTime":1697.67,"body":"Honestly, I feel like trust is"},{"speaker":"Annemie Tonken","startTime":1697.67,"endTime":1701.3,"body":"the thing that gets someone to"},{"speaker":"Annemie Tonken","startTime":1697.67,"endTime":1701.3,"body":"purchase from you, rather than"},{"speaker":"Annemie Tonken","startTime":1701.3,"endTime":1705.8,"body":"someone else. Or, unfortunately"},{"speaker":"Annemie Tonken","startTime":1701.3,"endTime":1705.8,"body":"the opposite, right? When a"},{"speaker":"Annemie Tonken","startTime":1705.8,"endTime":1708.68,"body":"client trusts you, when they see"},{"speaker":"Annemie Tonken","startTime":1705.8,"endTime":1708.68,"body":"the value in what you offer,"},{"speaker":"Annemie Tonken","startTime":1708.68,"endTime":1711.83,"body":"they're more likely to choose to"},{"speaker":"Annemie Tonken","startTime":1708.68,"endTime":1711.83,"body":"work with you. Regardless of the"},{"speaker":"Annemie Tonken","startTime":1711.83,"endTime":1715.43,"body":"price they understand exactly"},{"speaker":"Annemie Tonken","startTime":1711.83,"endTime":1715.43,"body":"what they're getting what they"},{"speaker":"Annemie Tonken","startTime":1715.46,"endTime":1718.55,"body":"you know, need and want, and"},{"speaker":"Annemie Tonken","startTime":1715.46,"endTime":1718.55,"body":"they feel confident in their"},{"speaker":"Annemie Tonken","startTime":1718.55,"endTime":1722.6,"body":"decision. So that well aligned"},{"speaker":"Annemie Tonken","startTime":1718.55,"endTime":1722.6,"body":"business with a cohesive brand"},{"speaker":"Annemie Tonken","startTime":1722.6,"endTime":1725.81,"body":"is always going to attract"},{"speaker":"Annemie Tonken","startTime":1722.6,"endTime":1725.81,"body":"better clients, build stronger"},{"speaker":"Annemie Tonken","startTime":1725.81,"endTime":1729.02,"body":"relationships and ultimately"},{"speaker":"Annemie Tonken","startTime":1725.81,"endTime":1729.02,"body":"lead to a more successful and"},{"speaker":"Annemie Tonken","startTime":1729.02,"endTime":1732.71,"body":"fulfilling business. Thank you"},{"speaker":"Annemie Tonken","startTime":1729.02,"endTime":1732.71,"body":"guys for sticking with me today."},{"speaker":"Annemie Tonken","startTime":1732.71,"endTime":1735.05,"body":"If you have any questions or"},{"speaker":"Annemie Tonken","startTime":1732.71,"endTime":1735.05,"body":"need further guidance in"},{"speaker":"Annemie Tonken","startTime":1735.05,"endTime":1738.68,"body":"aligning your business remember"},{"speaker":"Annemie Tonken","startTime":1735.05,"endTime":1738.68,"body":"the information is that this"},{"speaker":"Annemie Tonken","startTime":1738.68,"endTime":1742.91,"body":"can't be that hard.com/quiz Or"},{"speaker":"Annemie Tonken","startTime":1738.68,"endTime":1742.91,"body":"you can feel free to reach out"},{"speaker":"Annemie Tonken","startTime":1742.94,"endTime":1745.82,"body":"in the Facebook group or on"},{"speaker":"Annemie Tonken","startTime":1742.94,"endTime":1745.82,"body":"Instagram. Have a great week."},{"speaker":"Annemie Tonken","startTime":1746.54,"endTime":1749.36,"body":"Well, that's it for this week's"},{"speaker":"Annemie Tonken","startTime":1746.54,"endTime":1749.36,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":1749.36,"endTime":1753.32,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":1749.36,"endTime":1753.32,"body":"same place next week. In the"},{"speaker":"Annemie Tonken","startTime":1753.32,"endTime":1756.35,"body":"meantime, you can find more"},{"speaker":"Annemie Tonken","startTime":1753.32,"endTime":1756.35,"body":"information about this episode,"},{"speaker":"Annemie Tonken","startTime":1756.41,"endTime":1759.89,"body":"along with all the relevant"},{"speaker":"Annemie Tonken","startTime":1756.41,"endTime":1759.89,"body":"links, notes and downloads at"},{"speaker":"Annemie Tonken","startTime":1759.89,"endTime":1763.61,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":1759.89,"endTime":1763.61,"body":"hard.com/learn If you like the"},{"speaker":"Annemie Tonken","startTime":1763.61,"endTime":1767.15,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":1763.61,"endTime":1767.15,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":1767.33,"endTime":1770.99,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":1767.33,"endTime":1770.99,"body":"review on iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":1771.17,"endTime":1774.71,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":1771.17,"endTime":1774.71,"body":"hope you have a fantastic week."}]}