The Focus Trap

What if staying in business isn’t about growing faster, but getting better at knowing what needs to change? In this episode of The Focus Trap, Amy and Casey talk about what it actually looks like to build a photography business that lasts. Starting with the question of how Amy built GreatDanePhotos before social media existed, they trace more than 25 years of small pivots — from selling physical prints at agility trials to email lists, pre-orders, on-site sales, changing technology, and the increasingly pay-to-play world of social media. Amy talks about why selling photos at the event has remained such an important part of her business, and why the booth does more than make sales. It puts her in front of customers, lets her hear their reactions, and keeps her connected to what people actually want. She also looks back at the much slower evolution of the business itself: adding bigger events, building a crew, developing systems, navigating travel and family life, and gradually increasing what the business could handle. Casey brings the conversation back to capacity: the difference between a business that could grow and one that fits the person actually running it. They talk about recognizing friction, deciding which problems are worth solving, and questioning the pressure to keep adding more just because more opportunities are available. They also talk about: Why taking on more events doesn’t necessarily mean making more money Selling while customers are still emotionally connected to the experience Why Amy was reluctant to sell digital files and pre-orders Email lists versus relying on social media to reach your customers Running the math when Facebook wants $50 Building capacity instead of chasing overnight growth Knowing when to adapt, when to say no, and when you might need a little shove off the cliff Along the way, there are conversations about five-week-old babies at national agility championships, customers handing over credit cards for photographs that don’t exist yet, Casey jumping into pools full of sharks, Amy stalking other photographers’ websites for pictures of Spy, and the uncomfortable realization that sometimes the annoying paid thing might actually be worth the money. (00:00) - S02 E09 - Sustaining a Business (00:34) - Building a Business Before Social Media (07:46) - Why Amy Still Sells at the Show (18:43) - What Makes Someone Buy Another Photo? (23:23) - You Don’t Own Social Media (31:11) - The Slow Evolution of a Business (41:39) - More Events Doesn’t Mean More Money

What if finding your photography style is less about finding it and more about figuring out what you actually like? In this episode of The Focus Trap, Amy and Casey talk about photographic style, creative voice, and the pressure to somehow develop a recognizable “look.” Instead of treating style as something you choose and then stick with forever, they explore what happens when you learn by copying, experimenting, borrowing from other photographers, and slowly keeping the pieces that feel like yours. Amy talks about learning directly from photographers whose work she admired, following their methods closely enough to understand them, and then deciding what she wanted to take home with her. From bird photography workshops to dog photography to lessons borrowed from landscape composition, her own work has evolved through what she calls the difference between karaoke and sampling: sometimes you copy something to learn how it works, but eventually you start remixing those influences into something of your own. Casey is in the middle of that process now. She talks about being drawn to wildly different styles, getting overwhelmed by everything she'd have to learn to create them, and realizing that imitation can be a perfectly useful place to start. The harder part is learning when to stop looking for someone else's settings, presets, or answers and start making your own decisions about what you actually want a photograph to look like. They also talk about: Why having taste isn't the same as having a signature style Why someone else's presets won't magically make your photos look like theirs Using inspiration photos to figure out what you like and what you don't How new lenses and other tools can change the way you see Borrowing composition ideas from completely different genres of photography Why knowing the Lightroom sliders isn't the same as knowing what you want them to do Trying things once and giving yourself permission to decide they're not for you Along the way, there are conversations about Oxford commas, fake Photoshop blur, Alaskan salmon that Amy still doesn't like, Casey's need for external validation, and the possibility that gold stars may be required on their next photography trip. Focus Makers VIP Membership If you’re a working dog sports photographer, Focus Makers VIP Membership is a small support group for the parts of this job that are hard to figure out alone. Amy brings 25+ years of experience with high-volume dog sports photography, and Casey joins the conversation around burnout, boundaries, nervous system regulation, and making the business sustainable. Through the end of 2026, accepted VIP applicants can join for the Premium price of $49/month instead of $99/month. Apply for Focus Makers VIP: https://form.jotform.com/262586385030055 ------------------- Subscribe so you don't miss the next episode. Email us at [email protected] 📸 Find Amy and learn more about her photography coaching: https://www.skool.com/focus-makers/about 🧠 Find Casey and learn more about what she's up to: www.caseyjourdan.com And follow The Focus Trap @thefocustrap on Instagram, Facebook, and TikTok (00:00) - S02 E08 Focus on Making it Yours (00:55) - Do You Need a Photography Style? (06:01) - Karaoke vs. Sampling (12:17) - Figuring Out What You Actually Like (17:15) - Borrowing From Other Kinds of Photography (22:47) - The Sliders Won’t Find the Story for You (34:16) - When Karaoke Feels Safer

What if the difference between taking a picture and making a photograph is everything that happens before you press the shutter? In this episode of The Focus Trap, Amy and Casey talk about the choices photographers make that disappear from the finished image. Sometimes that means choosing your angle, focal length, or background. Sometimes it means scouting a location, paying for access, or simply deciding what kind of photograph you’re trying to make before you pick up the camera. Amy talks about the layers of intentionality that become visible as your photography skills grow, from controlling camera settings to building a photograph from the background forward. She also digs into the less-visible preparation behind wildlife, event, and dog photography and why controlling everything you can control makes you more prepared for the things you can’t. Casey is discovering those layers in real time. A crochet bunny experiment completely changes how she thinks about focal length, while a disappointing photo from a hike becomes less about fixing the image and more about figuring out what she needs to do differently next time. She also wrestles with the realization that sometimes she wants to make a photograph and sometimes she just wants a terrible picture of a dolphin because she saw a dolphin. They also talk about: Why aperture isn’t the only way to blur a background Building a photograph from the background forward Paying for access, workshops, and better opportunities Why intentionality doesn’t guarantee a good photograph Learning from a photo instead of trying to rescue it in post Being ready for the moments you couldn’t possibly plan Along the way, there are conversations about removing whole-ass people in Photoshop, Homer Simpson disappearing into a hedge, the behind-the-scenes of the behind-the-scenes, enormous seagulls, backyard vultures, dappled light, and why sometimes the most intentional photography decision is doing the hike again without your husband. ------------------- Subscribe so you don't miss the next episode. Email us at [email protected] 📸 Find Amy and learn more about her photography coaching: https://www.skool.com/focus-makers/about 🧠 Find Casey and learn more about what she's up to: www.caseyjourdan.com And follow The Focus Trap @thefocustrap on Instagram, Facebook, and TikTok (00:00) - S02 E07: Focus on Being Intentional (00:55) - Photos Aren’t Always What They Seem (10:01) - Build the Photo From the Background (15:23) - Sometimes You Pay for the Opportunity (19:40) - Sometimes the Intention Is Just to Be There

What if trusting yourself doesn’t mean knowing you’re right? In this episode of The Focus Trap, Amy and Casey dig into self-trust — what it actually means, how it’s different from confidence, and what happens when you’re so busy looking for the right answer that you stop listening to your own. In photography, that can show up everywhere from deciding whether you like a photo to making creative choices, taking feedback, and figuring out which advice is actually useful. Amy talks about how 25 years of photography and business have given her evidence for what she knows works, even when her approach doesn’t make sense to everyone else. She also explains why critique isn’t about whether she personally likes your photograph, why she wants a photo to “have an opinion,” and how her mathematical approach to photography gives creativity a structure without deciding what someone else’s creative voice should be. Casey comes at self-trust from the perspective of learning: what happens when you’re building new skills while also trying not to outsource every decision to someone with more experience. She talks about external validation, noticing your first reaction before you override it, and learning to separate “this didn’t work” from “I can’t trust myself.” They also talk about: Why getting feedback is its own skill The difference between pretty photographs and photographs with impact When experience helps self-trust — and when ignorance might help too Trusting your instincts while culling and editing Why your first reaction to a photograph is useful information Finding the structure underneath “whimsy and sparkles” Along the way, there are conversations about birds on sticks, compliment sandwiches, Amy’s deeply unfortunate mental image of a social media “hook,” whimsy and sparkles, and the idea that Amy and Casey might collectively add up to one functional wedding photographer. (They are not accepting bookings.) ------------------- Subscribe so you don't miss the next episode. Email us at [email protected] 📸 Find Amy and learn more about her photography coaching: https://www.skool.com/focus-makers-5374/about 🧠 Find Casey and learn more about what she's up to: www.caseyjourdan.com And follow The Focus Trap @thefocustrap on Instagram, Facebook, and TikTok (00:00) - Self-Trust in Creative Photography Dynamics (00:42) - What Does Self-Trust Even Mean? (04:15) - It Isn’t About Whether I Like Your Photo (12:44) - Your Photo Should Have an Opinion (14:02) - Self-Trust, Experience, and a Little Ignorance (22:07) - Whimsy and Sparkles vs. the Math of Photography (30:56) - How Do You Rebuild Self-Trust?

What if the way you’ve been doing it “wrong” is actually the way that works for you? In this episode of The Focus Trap, Amy and Casey welcome their first guest, J. Nichole Smith, for a conversation that starts with a five-page Word document and somehow ends up spanning late-diagnosed neurodivergence, business, community, self-trust, and what happens when you finally have language for the way your brain has been working all along. Nic shares the story behind the Instagram reel that caught Amy’s attention: a frustrating attempt to sign her kids up for a holiday camp, followed by an email that immediately made her wonder whether the problem was the system, or whether she was just being difficult. Amy recognizes that question immediately. It’s part of what originally brought her to Casey: needing someone who could help sort out what actually needed reframing and what was, in fact, just ridiculous. Casey brings that same question into business and learning: when something creates friction, how much energy should you spend trying to make yourself do it “the right way,” and when do you trust the evidence that another way might work better? That leads into experimentation, tiny workarounds, ignoring advice that doesn’t fit, and one of the simplest ideas in the episode: fucking trust yourself. They also talk about: * Why successful people aren’t necessarily evidence that a system works for everyone * What late neurodivergence diagnosis can explain without actually changing who you are * Why more information may not be what overwhelmed business owners need * Building community instead of collecting more courses and strategies * Joy, color, and creating room for difficult conversations * Why the things that feel easy to one person can be genuinely hard for someone else * Treating your business like an experiment instead of your baby * The “above, around, and below” support every business owner needs * Why buying back your time can matter more than doing everything yourself Along the way, there are conversations about emergency appendix surgery before a keynote, whether neurotypical people actually exist, the visceral horror of group projects, tiny bags of cash, and business strategies operating at approximately the same motivational sophistication as a five-year-old. ------------------- Subscribe so you don't miss the next episode. Email us at [email protected] 📸 Find Amy and learn more about her photography coaching: https://www.skool.com/focus-makers-5374/about 🧠 Find Casey and learn more about what she's up to: www.caseyjourdan.com And follow The Focus Trap @thefocustrap on Instagram, Facebook, and TikTok (00:00) - Recording (00:51) - Meet Nic — and the Keynote That Almost Happened (08:40) - Is It Me, or Is This Actually Ridiculous? (22:59) - Maybe More Information Isn’t the Answer (31:11) - Beyond the Information Era (36:28) - What Changes When You Finally Have the Language? (47:26) - Your Business Is an Experiment, Not Your Baby