{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.72,"endTime":3.18,"body":"Last week, I"},{"speaker":"Annemie Tonken","startTime":0.72,"endTime":3.18,"body":"told you about the newly updated"},{"speaker":"Annemie Tonken","startTime":3.18,"endTime":6.48,"body":"privacy policy in my business,"},{"speaker":"Annemie Tonken","startTime":3.18,"endTime":6.48,"body":"and I told you that part of the"},{"speaker":"Annemie Tonken","startTime":6.48,"endTime":9.54,"body":"reason that I changed that"},{"speaker":"Annemie Tonken","startTime":6.48,"endTime":9.54,"body":"policy and made privacy the"},{"speaker":"Annemie Tonken","startTime":9.54,"endTime":13.62,"body":"default option for my clients"},{"speaker":"Annemie Tonken","startTime":9.54,"endTime":13.62,"body":"was that I personally value"},{"speaker":"Annemie Tonken","startTime":13.62,"endTime":17.64,"body":"privacy, especially in the"},{"speaker":"Annemie Tonken","startTime":13.62,"endTime":17.64,"body":"online space. Now I'm sure many"},{"speaker":"Annemie Tonken","startTime":17.64,"endTime":20.6,"body":"of you can relate to this, not"},{"speaker":"Annemie Tonken","startTime":17.64,"endTime":20.6,"body":"wanting to share all the details"},{"speaker":"Annemie Tonken","startTime":20.6,"endTime":24.26,"body":"of your life on social media or"},{"speaker":"Annemie Tonken","startTime":20.6,"endTime":24.26,"body":"your website. And I'm sure many"},{"speaker":"Annemie Tonken","startTime":24.26,"endTime":27.2,"body":"of you can also relate to the"},{"speaker":"Annemie Tonken","startTime":24.26,"endTime":27.2,"body":"fact that as business owners in"},{"speaker":"Annemie Tonken","startTime":27.2,"endTime":31.34,"body":"the modern era, that can be kind"},{"speaker":"Annemie Tonken","startTime":27.2,"endTime":31.34,"body":"of a tricky line to walk. It"},{"speaker":"Annemie Tonken","startTime":31.34,"endTime":34.82,"body":"seems like everyone everywhere"},{"speaker":"Annemie Tonken","startTime":31.34,"endTime":34.82,"body":"is telling us that we have to"},{"speaker":"Annemie Tonken","startTime":34.82,"endTime":38.78,"body":"put more of ourselves into our"},{"speaker":"Annemie Tonken","startTime":34.82,"endTime":38.78,"body":"businesses. Make videos as we"},{"speaker":"Annemie Tonken","startTime":38.78,"endTime":41.14,"body":"walk the dog, you know, share"},{"speaker":"Annemie Tonken","startTime":38.78,"endTime":41.14,"body":"behind the scenes of our"},{"speaker":"Annemie Tonken","startTime":41.14,"endTime":44.8,"body":"vacations and our cooking"},{"speaker":"Annemie Tonken","startTime":41.14,"endTime":44.8,"body":"projects. And I get it, you"},{"speaker":"Annemie Tonken","startTime":44.8,"endTime":47.92,"body":"know, I like binging that"},{"speaker":"Annemie Tonken","startTime":44.8,"endTime":47.92,"body":"content from other people as"},{"speaker":"Annemie Tonken","startTime":47.92,"endTime":52.06,"body":"much as the next guy. But a, my"},{"speaker":"Annemie Tonken","startTime":47.92,"endTime":52.06,"body":"brain just isn't wired to"},{"speaker":"Annemie Tonken","startTime":52.06,"endTime":55.3,"body":"constantly pick up my phone and"},{"speaker":"Annemie Tonken","startTime":52.06,"endTime":55.3,"body":"record what I'm doing. And B,"},{"speaker":"Annemie Tonken","startTime":55.3,"endTime":60.22,"body":"despite all evidence to the"},{"speaker":"Annemie Tonken","startTime":55.3,"endTime":60.22,"body":"contrary, I deeply believe that"},{"speaker":"Annemie Tonken","startTime":60.22,"endTime":64.74,"body":"outside my circle of friends and"},{"speaker":"Annemie Tonken","startTime":60.22,"endTime":64.74,"body":"family, nobody cares, or maybe"},{"speaker":"Annemie Tonken","startTime":64.74,"endTime":68.4,"body":"nobody should care about the"},{"speaker":"Annemie Tonken","startTime":64.74,"endTime":68.4,"body":"details of my life, right?"},{"speaker":"Annemie Tonken","startTime":68.4,"endTime":71.34,"body":"You're here for the business"},{"speaker":"Annemie Tonken","startTime":68.4,"endTime":71.34,"body":"stuff. But a couple of weeks"},{"speaker":"Annemie Tonken","startTime":71.34,"endTime":74.58,"body":"ago, my marketing director,"},{"speaker":"Annemie Tonken","startTime":71.34,"endTime":74.58,"body":"Dana, and I were talking about"},{"speaker":"Annemie Tonken","startTime":74.64,"endTime":79.56,"body":"the new business that my husband"},{"speaker":"Annemie Tonken","startTime":74.64,"endTime":79.56,"body":"and I started this year, the"},{"speaker":"Annemie Tonken","startTime":79.56,"endTime":83.18,"body":"business that we have invested a"},{"speaker":"Annemie Tonken","startTime":79.56,"endTime":83.18,"body":"lot of money into, and that now"},{"speaker":"Annemie Tonken","startTime":83.18,"endTime":86.96,"body":"occupies at least a day's worth"},{"speaker":"Annemie Tonken","startTime":83.18,"endTime":86.96,"body":"of my time each week, the"},{"speaker":"Annemie Tonken","startTime":86.96,"endTime":91.04,"body":"business that I am now the"},{"speaker":"Annemie Tonken","startTime":86.96,"endTime":91.04,"body":"official CEO of. And she was"},{"speaker":"Annemie Tonken","startTime":91.04,"endTime":96.08,"body":"like Annemie tonken, think"},{"speaker":"Annemie Tonken","startTime":91.04,"endTime":96.08,"body":"anyone cares about your personal"},{"speaker":"Annemie Tonken","startTime":96.08,"endTime":99.44,"body":"life, but for the love of God,"},{"speaker":"Annemie Tonken","startTime":96.08,"endTime":99.44,"body":"you teach business, and now"},{"speaker":"Annemie Tonken","startTime":99.44,"endTime":101.86,"body":"you've started a whole new"},{"speaker":"Annemie Tonken","startTime":99.44,"endTime":101.86,"body":"business and a whole new"},{"speaker":"Annemie Tonken","startTime":101.86,"endTime":105.22,"body":"industry. Don't you think that"},{"speaker":"Annemie Tonken","startTime":101.86,"endTime":105.22,"body":"the people who look to you for"},{"speaker":"Annemie Tonken","startTime":105.22,"endTime":108.4,"body":"business advice might want to"},{"speaker":"Annemie Tonken","startTime":105.22,"endTime":108.4,"body":"hear about this giant business"},{"speaker":"Annemie Tonken","startTime":108.4,"endTime":114.04,"body":"project that you've been working"},{"speaker":"Annemie Tonken","startTime":108.4,"endTime":114.04,"body":"on. And as usual, Dana's"},{"speaker":"Annemie Tonken","startTime":114.04,"endTime":119.26,"body":"probably right. So here goes."},{"speaker":"Annemie Tonken","startTime":114.04,"endTime":119.26,"body":"Welcome to this can't be that"},{"speaker":"Annemie Tonken","startTime":119.26,"endTime":122.82,"body":"hard. My name is Annemie tonken."},{"speaker":"Annemie Tonken","startTime":119.26,"endTime":122.82,"body":"Tonken and I help photographers"},{"speaker":"Annemie Tonken","startTime":122.82,"endTime":127.02,"body":"run profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":122.82,"endTime":127.02,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":127.02,"endTime":130.56,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":127.02,"endTime":130.56,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":130.56,"endTime":133.98,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":130.56,"endTime":133.98,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":133.98,"endTime":138.3,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":133.98,"endTime":138.3,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":138.3,"endTime":141.86,"body":"photography business doesn't"},{"speaker":"Annemie Tonken","startTime":138.3,"endTime":141.86,"body":"have to be that hard, you can do"},{"speaker":"Annemie Tonken","startTime":141.86,"endTime":149.36,"body":"it, and I can show you how many"},{"speaker":"Annemie Tonken","startTime":141.86,"endTime":149.36,"body":"of you know that my husband,"},{"speaker":"Annemie Tonken","startTime":149.36,"endTime":151.94,"body":"Riley and I met as"},{"speaker":"Annemie Tonken","startTime":149.36,"endTime":151.94,"body":"photographers. He was a wedding"},{"speaker":"Annemie Tonken","startTime":151.94,"endTime":155.96,"body":"photographer for 15 years, and"},{"speaker":"Annemie Tonken","startTime":151.94,"endTime":155.96,"body":"we originally met at a"},{"speaker":"Annemie Tonken","startTime":155.96,"endTime":159.68,"body":"networking event before the"},{"speaker":"Annemie Tonken","startTime":155.96,"endTime":159.68,"body":"pandemic. Actually right around"},{"speaker":"Annemie Tonken","startTime":159.68,"endTime":163.9,"body":"the time we started dating, he"},{"speaker":"Annemie Tonken","startTime":159.68,"endTime":163.9,"body":"started dabbling in Airbnb."},{"speaker":"Annemie Tonken","startTime":163.96,"endTime":167.08,"body":"First he listed the spare room"},{"speaker":"Annemie Tonken","startTime":163.96,"endTime":167.08,"body":"in his house, then he scraped"},{"speaker":"Annemie Tonken","startTime":167.08,"endTime":170.74,"body":"together the money to buy the"},{"speaker":"Annemie Tonken","startTime":167.08,"endTime":170.74,"body":"house next door, and then he"},{"speaker":"Annemie Tonken","startTime":170.74,"endTime":173.86,"body":"built a tiny house in the yard"},{"speaker":"Annemie Tonken","startTime":170.74,"endTime":173.86,"body":"of that house next door. And by"},{"speaker":"Annemie Tonken","startTime":173.86,"endTime":177.16,"body":"the time the pandemic hit and"},{"speaker":"Annemie Tonken","startTime":173.86,"endTime":177.16,"body":"his wedding business, you know,"},{"speaker":"Annemie Tonken","startTime":177.16,"endTime":180.36,"body":"like everyone else's, was turned"},{"speaker":"Annemie Tonken","startTime":177.16,"endTime":180.36,"body":"upside down, he had enough"},{"speaker":"Annemie Tonken","startTime":180.36,"endTime":183.66,"body":"regular income from Airbnb that"},{"speaker":"Annemie Tonken","startTime":180.36,"endTime":183.66,"body":"he felt like he could kind of"},{"speaker":"Annemie Tonken","startTime":183.66,"endTime":187.62,"body":"take that opportunity to retire"},{"speaker":"Annemie Tonken","startTime":183.66,"endTime":187.62,"body":"from weddings. Because he had"},{"speaker":"Annemie Tonken","startTime":187.62,"endTime":190.5,"body":"been probably ready to do that"},{"speaker":"Annemie Tonken","startTime":187.62,"endTime":190.5,"body":"for a couple of years at that"},{"speaker":"Annemie Tonken","startTime":190.5,"endTime":193.26,"body":"point, but just hadn't been, I"},{"speaker":"Annemie Tonken","startTime":190.5,"endTime":193.26,"body":"don't know, mentally ready to"},{"speaker":"Annemie Tonken","startTime":193.26,"endTime":198.66,"body":"make that leap for a while. You"},{"speaker":"Annemie Tonken","startTime":193.26,"endTime":198.66,"body":"know, 2021 2022 he was kind of"},{"speaker":"Annemie Tonken","startTime":198.66,"endTime":203.36,"body":"finishing up the weddings that"},{"speaker":"Annemie Tonken","startTime":198.66,"endTime":203.36,"body":"he had booked, and was just"},{"speaker":"Annemie Tonken","startTime":203.36,"endTime":208.76,"body":"focused on dialing in his Airbnb"},{"speaker":"Annemie Tonken","startTime":203.36,"endTime":208.76,"body":"game. We were ultimately able to"},{"speaker":"Annemie Tonken","startTime":208.76,"endTime":212.48,"body":"add a couple more properties,"},{"speaker":"Annemie Tonken","startTime":208.76,"endTime":212.48,"body":"and he was devoting all this"},{"speaker":"Annemie Tonken","startTime":212.48,"endTime":216.26,"body":"time to getting those furnished"},{"speaker":"Annemie Tonken","startTime":212.48,"endTime":216.26,"body":"set up, you know, automating"},{"speaker":"Annemie Tonken","startTime":216.26,"endTime":219.74,"body":"things, improving his guest"},{"speaker":"Annemie Tonken","startTime":216.26,"endTime":219.74,"body":"experience, training his"},{"speaker":"Annemie Tonken","startTime":219.74,"endTime":223.48,"body":"housekeeping team. But around"},{"speaker":"Annemie Tonken","startTime":219.74,"endTime":223.48,"body":"the time that we got married, he"},{"speaker":"Annemie Tonken","startTime":223.48,"endTime":229.0,"body":"was starting to kind of get to a"},{"speaker":"Annemie Tonken","startTime":223.48,"endTime":229.0,"body":"point with Airbnb where he had"},{"speaker":"Annemie Tonken","startTime":229.24,"endTime":232.48,"body":"automated himself out of a job,"},{"speaker":"Annemie Tonken","startTime":229.24,"endTime":232.48,"body":"like he it took him a couple"},{"speaker":"Annemie Tonken","startTime":232.48,"endTime":237.1,"body":"hours a day, maybe, to manage"},{"speaker":"Annemie Tonken","startTime":232.48,"endTime":237.1,"body":"communication and, you know,"},{"speaker":"Annemie Tonken","startTime":237.16,"endTime":241.26,"body":"dealing with housekeepers and"},{"speaker":"Annemie Tonken","startTime":237.16,"endTime":241.26,"body":"dealing with client requests and"},{"speaker":"Annemie Tonken","startTime":241.26,"endTime":244.26,"body":"all that sort of stuff, but he"},{"speaker":"Annemie Tonken","startTime":241.26,"endTime":244.26,"body":"had gotten to a point where he"},{"speaker":"Annemie Tonken","startTime":244.26,"endTime":248.28,"body":"just didn't have enough work to"},{"speaker":"Annemie Tonken","startTime":244.26,"endTime":248.28,"body":"fill his time. And he's like me,"},{"speaker":"Annemie Tonken","startTime":248.28,"endTime":251.16,"body":"I mean, we are not good at"},{"speaker":"Annemie Tonken","startTime":248.28,"endTime":251.16,"body":"sitting still. We always need to"},{"speaker":"Annemie Tonken","startTime":251.16,"endTime":254.58,"body":"have a project going. So he was"},{"speaker":"Annemie Tonken","startTime":251.16,"endTime":254.58,"body":"doing a lot of gardening, a lot"},{"speaker":"Annemie Tonken","startTime":254.58,"endTime":258.12,"body":"of baking, a lot of tinkering"},{"speaker":"Annemie Tonken","startTime":254.58,"endTime":258.12,"body":"with things, and that was great."},{"speaker":"Annemie Tonken","startTime":258.12,"endTime":261.14,"body":"But, you know, I knew that that"},{"speaker":"Annemie Tonken","startTime":258.12,"endTime":261.14,"body":"wasn't going to last, and he was"},{"speaker":"Annemie Tonken","startTime":261.14,"endTime":265.46,"body":"getting kind of itchy. And like"},{"speaker":"Annemie Tonken","startTime":261.14,"endTime":265.46,"body":"me, he also loves being an"},{"speaker":"Annemie Tonken","startTime":265.46,"endTime":268.04,"body":"entrepreneur and working for"},{"speaker":"Annemie Tonken","startTime":265.46,"endTime":268.04,"body":"himself. So it wasn't like he"},{"speaker":"Annemie Tonken","startTime":268.04,"endTime":272.66,"body":"was going to go out and get a"},{"speaker":"Annemie Tonken","startTime":268.04,"endTime":272.66,"body":"job. So he started kind of"},{"speaker":"Annemie Tonken","startTime":272.72,"endTime":276.92,"body":"brainstorming and researching"},{"speaker":"Annemie Tonken","startTime":272.72,"endTime":276.92,"body":"and daydreaming about starting a"},{"speaker":"Annemie Tonken","startTime":276.92,"endTime":281.2,"body":"new business. But you know,"},{"speaker":"Annemie Tonken","startTime":276.92,"endTime":281.2,"body":"unlike most of us photographers."},{"speaker":"Annemie Tonken","startTime":281.2,"endTime":284.14,"body":"He actually has a photography"},{"speaker":"Annemie Tonken","startTime":281.2,"endTime":284.14,"body":"degree, and he was like, I have"},{"speaker":"Annemie Tonken","startTime":284.14,"endTime":286.78,"body":"no idea. I'm not qualified for"},{"speaker":"Annemie Tonken","startTime":284.14,"endTime":286.78,"body":"anything else. This is all I've"},{"speaker":"Annemie Tonken","startTime":286.78,"endTime":290.38,"body":"ever done. So he just, you know,"},{"speaker":"Annemie Tonken","startTime":286.78,"endTime":290.38,"body":"literally started with a blank"},{"speaker":"Annemie Tonken","startTime":290.38,"endTime":294.46,"body":"page and put together a bunch of"},{"speaker":"Annemie Tonken","startTime":290.38,"endTime":294.46,"body":"things that he wanted and didn't"},{"speaker":"Annemie Tonken","startTime":294.46,"endTime":297.52,"body":"want in a business, and started"},{"speaker":"Annemie Tonken","startTime":294.46,"endTime":297.52,"body":"trying to find something that"},{"speaker":"Annemie Tonken","startTime":297.52,"endTime":300.9,"body":"fit the bill. And his criteria"},{"speaker":"Annemie Tonken","startTime":297.52,"endTime":300.9,"body":"were pretty. Money. A lot of"},{"speaker":"Annemie Tonken","startTime":300.9,"endTime":305.04,"body":"them were a pretty transparent,"},{"speaker":"Annemie Tonken","startTime":300.9,"endTime":305.04,"body":"like pendulum swing from the"},{"speaker":"Annemie Tonken","startTime":305.04,"endTime":307.86,"body":"wedding industry, right? He"},{"speaker":"Annemie Tonken","startTime":305.04,"endTime":307.86,"body":"didn't want to work in the"},{"speaker":"Annemie Tonken","startTime":307.86,"endTime":312.42,"body":"luxury business. He didn't want"},{"speaker":"Annemie Tonken","startTime":307.86,"endTime":312.42,"body":"a business that revolved around"},{"speaker":"Annemie Tonken","startTime":312.42,"endTime":318.24,"body":"him or his name or like required"},{"speaker":"Annemie Tonken","startTime":312.42,"endTime":318.24,"body":"that he be lifetime BFFs with"},{"speaker":"Annemie Tonken","startTime":318.24,"endTime":321.74,"body":"everyone he worked with. He"},{"speaker":"Annemie Tonken","startTime":318.24,"endTime":321.74,"body":"wanted a business that he could"},{"speaker":"Annemie Tonken","startTime":321.74,"endTime":326.12,"body":"buy or start and then grow,"},{"speaker":"Annemie Tonken","startTime":321.74,"endTime":326.12,"body":"optimize and sell in a"},{"speaker":"Annemie Tonken","startTime":326.12,"endTime":329.78,"body":"relatively short period of time,"},{"speaker":"Annemie Tonken","startTime":326.12,"endTime":329.78,"body":"like, you know, 10 years or"},{"speaker":"Annemie Tonken","startTime":329.78,"endTime":333.5,"body":"less. And he wanted it to be"},{"speaker":"Annemie Tonken","startTime":329.78,"endTime":333.5,"body":"something that was in the"},{"speaker":"Annemie Tonken","startTime":333.5,"endTime":336.8,"body":"essential services sector, that"},{"speaker":"Annemie Tonken","startTime":333.5,"endTime":336.8,"body":"wasn't particularly prone to"},{"speaker":"Annemie Tonken","startTime":336.8,"endTime":340.72,"body":"lawsuits and wasn't going to be"},{"speaker":"Annemie Tonken","startTime":336.8,"endTime":340.72,"body":"threatened by AI, which is a"},{"speaker":"Annemie Tonken","startTime":340.72,"endTime":346.18,"body":"pretty random list of stuff. So"},{"speaker":"Annemie Tonken","startTime":340.72,"endTime":346.18,"body":"needless to say, it took him a"},{"speaker":"Annemie Tonken","startTime":346.18,"endTime":350.32,"body":"fair amount of time to figure"},{"speaker":"Annemie Tonken","startTime":346.18,"endTime":350.32,"body":"this particular puzzle out. And"},{"speaker":"Annemie Tonken","startTime":350.32,"endTime":356.56,"body":"I have so much appreciation for"},{"speaker":"Annemie Tonken","startTime":350.32,"endTime":356.56,"body":"the wide net, like mental net"},{"speaker":"Annemie Tonken","startTime":356.56,"endTime":361.26,"body":"that he cast in terms of, like"},{"speaker":"Annemie Tonken","startTime":356.56,"endTime":361.26,"body":"all options were on the table in"},{"speaker":"Annemie Tonken","startTime":361.26,"endTime":366.06,"body":"terms of, you know, legal ways"},{"speaker":"Annemie Tonken","startTime":361.26,"endTime":366.06,"body":"to make money. But when he did"},{"speaker":"Annemie Tonken","startTime":366.12,"endTime":372.48,"body":"solve this puzzle, my gentle,"},{"speaker":"Annemie Tonken","startTime":366.12,"endTime":372.48,"body":"sensitive artist of a husband"},{"speaker":"Annemie Tonken","startTime":372.54,"endTime":376.74,"body":"came to me and announced that he"},{"speaker":"Annemie Tonken","startTime":372.54,"endTime":376.74,"body":"thought that we should start a"},{"speaker":"Annemie Tonken","startTime":376.74,"endTime":382.52,"body":"small asphalt repair company."},{"speaker":"Annemie Tonken","startTime":376.74,"endTime":382.52,"body":"And if your jaw just dropped,"},{"speaker":"Annemie Tonken","startTime":382.58,"endTime":386.72,"body":"rest assured, minded to as has"},{"speaker":"Annemie Tonken","startTime":382.58,"endTime":386.72,"body":"every single person that we"},{"speaker":"Annemie Tonken","startTime":386.72,"endTime":390.68,"body":"know, who has you know heard"},{"speaker":"Annemie Tonken","startTime":386.72,"endTime":390.68,"body":"about this new venture, like"},{"speaker":"Annemie Tonken","startTime":390.68,"endTime":394.22,"body":"wedding photographer turned"},{"speaker":"Annemie Tonken","startTime":390.68,"endTime":394.22,"body":"Asphalt Man. I won't bore you"},{"speaker":"Annemie Tonken","startTime":394.22,"endTime":396.62,"body":"with the details, but the short"},{"speaker":"Annemie Tonken","startTime":394.22,"endTime":396.62,"body":"version of the story is that"},{"speaker":"Annemie Tonken","startTime":396.62,"endTime":399.92,"body":"now, in addition to"},{"speaker":"Annemie Tonken","startTime":396.62,"endTime":399.92,"body":"photographing families and"},{"speaker":"Annemie Tonken","startTime":399.92,"endTime":403.54,"body":"hosting a business podcast and"},{"speaker":"Annemie Tonken","startTime":399.92,"endTime":403.54,"body":"supporting 1000s of photography"},{"speaker":"Annemie Tonken","startTime":403.54,"endTime":407.08,"body":"students around the world. I am"},{"speaker":"Annemie Tonken","startTime":403.54,"endTime":407.08,"body":"also the proud owner of a"},{"speaker":"Annemie Tonken","startTime":407.08,"endTime":411.1,"body":"business called Green Street"},{"speaker":"Annemie Tonken","startTime":407.08,"endTime":411.1,"body":"blacktop and a semi truck named"},{"speaker":"Annemie Tonken","startTime":411.1,"endTime":417.28,"body":"Dolly. So as you can imagine,"},{"speaker":"Annemie Tonken","startTime":411.1,"endTime":417.28,"body":"obviously, I'm not out there"},{"speaker":"Annemie Tonken","startTime":417.34,"endTime":420.72,"body":"shoveling tar, but I am pretty"},{"speaker":"Annemie Tonken","startTime":417.34,"endTime":420.72,"body":"involved in the back end of the"},{"speaker":"Annemie Tonken","startTime":420.72,"endTime":424.44,"body":"business. Obviously, I have lots"},{"speaker":"Annemie Tonken","startTime":420.72,"endTime":424.44,"body":"of opinions about systems and"},{"speaker":"Annemie Tonken","startTime":424.44,"endTime":427.86,"body":"automation and messaging and"},{"speaker":"Annemie Tonken","startTime":424.44,"endTime":427.86,"body":"optimizing, and it's honestly"},{"speaker":"Annemie Tonken","startTime":427.86,"endTime":431.46,"body":"been really fun and really"},{"speaker":"Annemie Tonken","startTime":427.86,"endTime":431.46,"body":"challenging to help start a"},{"speaker":"Annemie Tonken","startTime":431.46,"endTime":436.68,"body":"business in an entirely new to"},{"speaker":"Annemie Tonken","startTime":431.46,"endTime":436.68,"body":"me sector from scratch. It has"},{"speaker":"Annemie Tonken","startTime":436.68,"endTime":442.52,"body":"given me ample opportunity to"},{"speaker":"Annemie Tonken","startTime":436.68,"endTime":442.52,"body":"kind of flex my creative muscles"},{"speaker":"Annemie Tonken","startTime":442.52,"endTime":446.18,"body":"and my air table muscles, and"},{"speaker":"Annemie Tonken","startTime":442.52,"endTime":446.18,"body":"I'm learning all kinds of stuff"},{"speaker":"Annemie Tonken","startTime":446.18,"endTime":450.14,"body":"about supply chain and materials"},{"speaker":"Annemie Tonken","startTime":446.18,"endTime":450.14,"body":"tracking and human resources. I"},{"speaker":"Annemie Tonken","startTime":450.14,"endTime":453.68,"body":"mean, this is like the last"},{"speaker":"Annemie Tonken","startTime":450.14,"endTime":453.68,"body":"thing in the world. If you told"},{"speaker":"Annemie Tonken","startTime":453.68,"endTime":457.4,"body":"me even two years ago that this"},{"speaker":"Annemie Tonken","startTime":453.68,"endTime":457.4,"body":"would be what I was doing, I"},{"speaker":"Annemie Tonken","startTime":457.46,"endTime":460.24,"body":"would have laughed. But life"},{"speaker":"Annemie Tonken","startTime":457.46,"endTime":460.24,"body":"keeps teaching me that you"},{"speaker":"Annemie Tonken","startTime":460.24,"endTime":462.7,"body":"shouldn't you shouldn't make"},{"speaker":"Annemie Tonken","startTime":460.24,"endTime":462.7,"body":"assumptions, right? But this"},{"speaker":"Annemie Tonken","startTime":462.7,"endTime":466.24,"body":"process has also been really"},{"speaker":"Annemie Tonken","startTime":462.7,"endTime":466.24,"body":"humbling and nerve wracking at"},{"speaker":"Annemie Tonken","startTime":466.24,"endTime":469.66,"body":"times. Literally everyone that"},{"speaker":"Annemie Tonken","startTime":466.24,"endTime":469.66,"body":"we have met in this business,"},{"speaker":"Annemie Tonken","startTime":469.72,"endTime":473.68,"body":"you know, we've been trying to"},{"speaker":"Annemie Tonken","startTime":469.72,"endTime":473.68,"body":"get to know other people in the"},{"speaker":"Annemie Tonken","startTime":473.68,"endTime":479.02,"body":"industry, and everyone has"},{"speaker":"Annemie Tonken","startTime":473.68,"endTime":479.02,"body":"either gotten into the business"},{"speaker":"Annemie Tonken","startTime":479.02,"endTime":481.74,"body":"through some sort of family"},{"speaker":"Annemie Tonken","startTime":479.02,"endTime":481.74,"body":"connection, like, their dad"},{"speaker":"Annemie Tonken","startTime":481.74,"endTime":485.28,"body":"owned the business and they took"},{"speaker":"Annemie Tonken","startTime":481.74,"endTime":485.28,"body":"over, or they have worked for"},{"speaker":"Annemie Tonken","startTime":485.28,"endTime":489.12,"body":"years in the industry and then,"},{"speaker":"Annemie Tonken","startTime":485.28,"endTime":489.12,"body":"like, scraped together money to"},{"speaker":"Annemie Tonken","startTime":489.18,"endTime":491.76,"body":"actually start their own"},{"speaker":"Annemie Tonken","startTime":489.18,"endTime":491.76,"body":"business and kind of go out with"},{"speaker":"Annemie Tonken","startTime":491.76,"endTime":494.46,"body":"their own hang their own"},{"speaker":"Annemie Tonken","startTime":491.76,"endTime":494.46,"body":"shingle. And then there's, you"},{"speaker":"Annemie Tonken","startTime":494.46,"endTime":500.24,"body":"know, me and Rai showing up at"},{"speaker":"Annemie Tonken","startTime":494.46,"endTime":500.24,"body":"this payvex conference that we"},{"speaker":"Annemie Tonken","startTime":500.24,"endTime":504.38,"body":"went to I was wearing, you know,"},{"speaker":"Annemie Tonken","startTime":500.24,"endTime":504.38,"body":"my big earrings and my like"},{"speaker":"Annemie Tonken","startTime":504.44,"endTime":509.48,"body":"black jumpsuit, and at one point"},{"speaker":"Annemie Tonken","startTime":504.44,"endTime":509.48,"body":"I was taking notes on my laptop"},{"speaker":"Annemie Tonken","startTime":509.48,"endTime":513.02,"body":"during a presentation, and this"},{"speaker":"Annemie Tonken","startTime":509.48,"endTime":513.02,"body":"guy next to me, who is like in"},{"speaker":"Annemie Tonken","startTime":513.02,"endTime":516.98,"body":"head to toe camo, drinking a"},{"speaker":"Annemie Tonken","startTime":513.02,"endTime":516.98,"body":"Mountain Dew, you know, not"},{"speaker":"Annemie Tonken","startTime":516.98,"endTime":519.86,"body":"taking notes, just sort of"},{"speaker":"Annemie Tonken","startTime":516.98,"endTime":519.86,"body":"sitting there, leans over and"},{"speaker":"Annemie Tonken","startTime":519.86,"endTime":523.54,"body":"Literally asks me if I was the"},{"speaker":"Annemie Tonken","startTime":519.86,"endTime":523.54,"body":"professional note taker for the"},{"speaker":"Annemie Tonken","startTime":523.54,"endTime":529.18,"body":"conference. So to say that the"},{"speaker":"Annemie Tonken","startTime":523.54,"endTime":529.18,"body":"two of us don't entirely fit"},{"speaker":"Annemie Tonken","startTime":529.18,"endTime":532.72,"body":"into the standard mold for this"},{"speaker":"Annemie Tonken","startTime":529.18,"endTime":532.72,"body":"business is definitely an"},{"speaker":"Annemie Tonken","startTime":532.72,"endTime":536.56,"body":"understatement. But you know,"},{"speaker":"Annemie Tonken","startTime":532.72,"endTime":536.56,"body":"we've also taken on a big pile"},{"speaker":"Annemie Tonken","startTime":536.56,"endTime":541.02,"body":"of debt to get this business"},{"speaker":"Annemie Tonken","startTime":536.56,"endTime":541.02,"body":"started. My experience with"},{"speaker":"Annemie Tonken","startTime":541.02,"endTime":545.52,"body":"conferences thus far in my life"},{"speaker":"Annemie Tonken","startTime":541.02,"endTime":545.52,"body":"has mostly been limited to"},{"speaker":"Annemie Tonken","startTime":545.52,"endTime":548.88,"body":"photography conferences, right"},{"speaker":"Annemie Tonken","startTime":545.52,"endTime":548.88,"body":"and on the trade show floor at"},{"speaker":"Annemie Tonken","startTime":549.18,"endTime":553.62,"body":"WPPI. I think the most expensive"},{"speaker":"Annemie Tonken","startTime":549.18,"endTime":553.62,"body":"thing that one might splurge on"},{"speaker":"Annemie Tonken","startTime":553.62,"endTime":557.58,"body":"would be like, you know, a new"},{"speaker":"Annemie Tonken","startTime":553.62,"endTime":557.58,"body":"camera body, right? At that same"},{"speaker":"Annemie Tonken","startTime":557.58,"endTime":562.94,"body":"conference with the camo guy I"},{"speaker":"Annemie Tonken","startTime":557.58,"endTime":562.94,"body":"saw like men standing around"},{"speaker":"Annemie Tonken","startTime":562.94,"endTime":567.92,"body":"wearing crocs, placing orders"},{"speaker":"Annemie Tonken","startTime":562.94,"endTime":567.92,"body":"for equipment that started at $3"},{"speaker":"Annemie Tonken","startTime":567.92,"endTime":572.18,"body":"million and you know, I was"},{"speaker":"Annemie Tonken","startTime":567.92,"endTime":572.18,"body":"like, Oh, we're in the big"},{"speaker":"Annemie Tonken","startTime":572.18,"endTime":576.44,"body":"leagues now in terms of in terms"},{"speaker":"Annemie Tonken","startTime":572.18,"endTime":576.44,"body":"of taking on business debt and"},{"speaker":"Annemie Tonken","startTime":576.44,"endTime":579.98,"body":"all that sort of stuff. We are"},{"speaker":"Annemie Tonken","startTime":576.44,"endTime":579.98,"body":"very much in it. But even though"},{"speaker":"Annemie Tonken","startTime":580.58,"endTime":586.3,"body":"that business, that industry, is"},{"speaker":"Annemie Tonken","startTime":580.58,"endTime":586.3,"body":"different in all of the ways"},{"speaker":"Annemie Tonken","startTime":586.48,"endTime":590.68,"body":"that you might imagine from"},{"speaker":"Annemie Tonken","startTime":586.48,"endTime":590.68,"body":"photography. What's been really"},{"speaker":"Annemie Tonken","startTime":590.68,"endTime":595.3,"body":"eye opening is the fact that in"},{"speaker":"Annemie Tonken","startTime":590.68,"endTime":595.3,"body":"reality, at its base, it's not"},{"speaker":"Annemie Tonken","startTime":595.3,"endTime":597.28,"body":"been that different at all."},{"speaker":"Annemie Tonken","startTime":598.6,"endTime":602.58,"body":"This business, just like."},{"speaker":"Annemie Tonken","startTime":598.6,"endTime":602.58,"body":"Photography is about betting on"},{"speaker":"Annemie Tonken","startTime":602.58,"endTime":606.36,"body":"yourself. It's about knowing"},{"speaker":"Annemie Tonken","startTime":602.58,"endTime":606.36,"body":"that there is stuff that you"},{"speaker":"Annemie Tonken","startTime":606.36,"endTime":610.08,"body":"don't know and knowing that"},{"speaker":"Annemie Tonken","startTime":606.36,"endTime":610.08,"body":"you'll figure it out. It's"},{"speaker":"Annemie Tonken","startTime":610.08,"endTime":615.48,"body":"about, you know, accepting that"},{"speaker":"Annemie Tonken","startTime":610.08,"endTime":615.48,"body":"it's hard, especially in the"},{"speaker":"Annemie Tonken","startTime":615.48,"endTime":619.68,"body":"beginning, and figuring out ways"},{"speaker":"Annemie Tonken","startTime":615.48,"endTime":619.68,"body":"to make it easier. It's about"},{"speaker":"Annemie Tonken","startTime":619.68,"endTime":623.12,"body":"educating yourself and equipping"},{"speaker":"Annemie Tonken","startTime":619.68,"endTime":623.12,"body":"yourself for the job at hand."},{"speaker":"Annemie Tonken","startTime":623.78,"endTime":628.52,"body":"It's about seeing a need out"},{"speaker":"Annemie Tonken","startTime":623.78,"endTime":628.52,"body":"there in the world, fixing"},{"speaker":"Annemie Tonken","startTime":628.52,"endTime":631.88,"body":"someone's problem, being willing"},{"speaker":"Annemie Tonken","startTime":628.52,"endTime":631.88,"body":"to kind of be the solution to"},{"speaker":"Annemie Tonken","startTime":631.88,"endTime":635.48,"body":"that problem. It's about"},{"speaker":"Annemie Tonken","startTime":631.88,"endTime":635.48,"body":"differentiating yourself in the"},{"speaker":"Annemie Tonken","startTime":635.48,"endTime":639.2,"body":"market and sort of figuring out"},{"speaker":"Annemie Tonken","startTime":635.48,"endTime":639.2,"body":"what your you know unique value"},{"speaker":"Annemie Tonken","startTime":639.2,"endTime":642.64,"body":"proposition is. It's about"},{"speaker":"Annemie Tonken","startTime":639.2,"endTime":642.64,"body":"identifying your bluebird"},{"speaker":"Annemie Tonken","startTime":642.64,"endTime":645.76,"body":"clients and creating messaging"},{"speaker":"Annemie Tonken","startTime":642.64,"endTime":645.76,"body":"and offers and pricing that will"},{"speaker":"Annemie Tonken","startTime":645.76,"endTime":649.84,"body":"speak to them. And you know,"},{"speaker":"Annemie Tonken","startTime":645.76,"endTime":649.84,"body":"it's about delivering a good"},{"speaker":"Annemie Tonken","startTime":649.84,"endTime":655.06,"body":"product with good customer"},{"speaker":"Annemie Tonken","startTime":649.84,"endTime":655.06,"body":"service. It is also about"},{"speaker":"Annemie Tonken","startTime":655.06,"endTime":658.18,"body":"learning to live with the ebbs"},{"speaker":"Annemie Tonken","startTime":655.06,"endTime":658.18,"body":"and flows and uncertainties of"},{"speaker":"Annemie Tonken","startTime":658.18,"endTime":663.54,"body":"entrepreneurship, and I am very"},{"speaker":"Annemie Tonken","startTime":658.18,"endTime":663.54,"body":"much in that all over again,"},{"speaker":"Annemie Tonken","startTime":663.96,"endTime":670.86,"body":"which has brought me kind of a"},{"speaker":"Annemie Tonken","startTime":663.96,"endTime":670.86,"body":"renewed sense of empathy for"},{"speaker":"Annemie Tonken","startTime":671.28,"endTime":678.3,"body":"you, for the people that may be"},{"speaker":"Annemie Tonken","startTime":671.28,"endTime":678.3,"body":"listening, who are not in a"},{"speaker":"Annemie Tonken","startTime":678.3,"endTime":681.56,"body":"great place, necessarily, In"},{"speaker":"Annemie Tonken","startTime":678.3,"endTime":681.56,"body":"their photography business, or"},{"speaker":"Annemie Tonken","startTime":681.56,"endTime":685.4,"body":"they're still in the beginning"},{"speaker":"Annemie Tonken","startTime":681.56,"endTime":685.4,"body":"of their photography business,"},{"speaker":"Annemie Tonken","startTime":685.4,"endTime":689.36,"body":"and it all feels new and foreign"},{"speaker":"Annemie Tonken","startTime":685.4,"endTime":689.36,"body":"and out of their depth. So I"},{"speaker":"Annemie Tonken","startTime":689.36,"endTime":692.18,"body":"don't really know what this"},{"speaker":"Annemie Tonken","startTime":689.36,"endTime":692.18,"body":"episode is supposed to help you"},{"speaker":"Annemie Tonken","startTime":692.18,"endTime":696.5,"body":"with. I don't have a worksheet"},{"speaker":"Annemie Tonken","startTime":692.18,"endTime":696.5,"body":"for you, but I hope that you've"},{"speaker":"Annemie Tonken","startTime":696.5,"endTime":700.9,"body":"enjoyed learning a little bit"},{"speaker":"Annemie Tonken","startTime":696.5,"endTime":700.9,"body":"about this weird new side hustle"},{"speaker":"Annemie Tonken","startTime":700.9,"endTime":704.38,"body":"of mine, and certainly, if you"},{"speaker":"Annemie Tonken","startTime":700.9,"endTime":704.38,"body":"live in Central North Carolina"},{"speaker":"Annemie Tonken","startTime":704.38,"endTime":709.3,"body":"and need a pothole filled, you"},{"speaker":"Annemie Tonken","startTime":704.38,"endTime":709.3,"body":"know where to find me? Well,"},{"speaker":"Annemie Tonken","startTime":709.3,"endTime":711.7,"body":"that's it for this week's"},{"speaker":"Annemie Tonken","startTime":709.3,"endTime":711.7,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":711.7,"endTime":715.66,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":711.7,"endTime":715.66,"body":"same place next week. In the"},{"speaker":"Annemie Tonken","startTime":715.66,"endTime":718.66,"body":"meantime, you can find more"},{"speaker":"Annemie Tonken","startTime":715.66,"endTime":718.66,"body":"information about this episode"},{"speaker":"Annemie Tonken","startTime":718.78,"endTime":722.22,"body":"along with all the relevant"},{"speaker":"Annemie Tonken","startTime":718.78,"endTime":722.22,"body":"links, notes and downloads at"},{"speaker":"Annemie Tonken","startTime":722.22,"endTime":725.94,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":722.22,"endTime":725.94,"body":"hard.com/learn. If you like the"},{"speaker":"Annemie Tonken","startTime":725.94,"endTime":729.48,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":725.94,"endTime":729.48,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":729.66,"endTime":733.32,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":729.66,"endTime":733.32,"body":"review in iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":733.5,"endTime":736.92,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":733.5,"endTime":736.92,"body":"hope you have a fantastic week."},{"speaker":"Annemie Tonken","startTime":736.92,"endTime":737.04,"body":"You."}]}