Flourish Academy Podcast

In this episode of the Flourish Academy Podcast, Heather sits down with three talented photographers—Katie Carmichael, Jess Wasik, and Marcy Frye—who each recently closed $8,000+ sales. From humble beginnings charging $25 for sessions to confidently running thriving businesses, these women share their journeys of growth, mindset shifts, and client experiences that led to high-value sales. You’ll hear how they market, price, and most importantly, think about their work—and how these lessons can apply directly to your business. Success leaves clues, and today, you’ll get the inside look at exactly how these photographers made it happen. Show Notes The evolution from $25 shoots to $8K+ client sales What really goes into an $8,000 sale (products, wall art, albums, and more) How mindset shifts are more important than “perfect pricing” or “better photos” The role of education, accountability, and community in business growth How to Support the Podcast: Subscribe to the podcast on iTunes or wherever you listen t

In this episode of the Flourish Academy Podcast, Heather chats with photographer and SEO educator Connor Walberg about how photographers can use search engine optimization (SEO) to get found online. They break down why SEO isn’t just a technical skill—it’s also a mindset game. If you’ve ever wondered how to attract clients who are already looking for your services, this conversation is for you. Show Notes: Why SEO is more about mindset than just strategy The difference between direct seekers (actively searching) and indirect discoverers (stumbling across your work) Why consistency and the “compound effect” are key to long-term SEO success Common myths photographers believe about SEO and how to overcome them How to shift your thinking so that you actually take action on SEO Links: Learn more from Connor: connorwalberg.com Join our next free coaching workshop: www.getcoachedbyheather.com How to Support the Podcast: Subscribe to the podcast on iTunes or wherever you listen to podcasts. Please

What do pumpkins have to do with running a photography business? More than you might think. In this episode, Heather shares how her journey of accidentally becoming both a pumpkin farmer and an entrepreneur reveals a powerful framework for growth: the scientific method. You’ll discover how to experiment, evaluate, and keep moving forward especially when setbacks (or deer!) threaten to derail your progress. Whether you’re trying to grow pumpkins or book more clients, this episode will help you reframe failure as fuel for resilience. Show Notes Heather’s 6-step framework for growth based on the scientific method The parallels between planting pumpkins and building a photography business Why setbacks aren’t happening to you but for you How to manage emotions when plans don’t go as expected The truth about entitlement: why effort doesn’t guarantee outcomes How failure builds resilience, confidence, and grit Why experimentation is the fastest path to clarity in business Join our next free coaching workshop: www

In this episode of the Flourish Academy Podcast, Heather Lahtinen dives into the frustration and disappointment we feel when we don’t reach our business goals. She shares insights from working with photographers on strategy calls and one-on-one coaching, exploring how focusing solely on revenue can overshadow other meaningful achievements. Learn how to recognize non-revenue victories (NRVs), celebrate wins along the way, and create a mindset that supports long-term success both in business and life. Show Notes: The emotional impact of not hitting revenue goals and why it can leave us feeling defeated. How focusing only on one number (like revenue) can make us overlook meaningful progress. Practical advice: track non-revenue victories (NRVs) to stay motivated and build momentum. How coaching and mindset tools can help process challenges faster and maintain calm, grounded energy. Join our next free coaching workshop: www.getcoachedbyheather.com  How to Support the Podcast: Subscribe to the podcast

In this episode of the Flourish Academy Podcast, Heather Lahtinen joins Nicole Begley to share a powerful breakthrough she recently experienced while working with a new business coach. Together, they uncover how hidden limiting beliefs particularly around safety, risk, and self-concept can silently hold us back from reaching our next level of success. Whether you’re a photographer, entrepreneur, or creative, you’ll walk away with a new perspective on how to challenge your mindset, embrace risk, and step into the identity of the business owner you’re becoming. Show Notes: Heather’s breakthrough coaching session and how it shifted her business perspective Why your willingness to feel uncomfortable emotions is tied to your success The surprising link between safety, risk, and growth as an entrepreneur How to reframe feelings of incompetence, embarrassment, and failure Practical steps to expand your capacity for risk without losing yourself How to Support the Podcast: Subscribe to the podcast on iTunes 

In this episode of the Flourish Academy podcast, Heather Lahtinen explores how your self-concept shapes the way you invest in your photography business. Are you approaching education, gear, and coaching as a consumer focused on spending and satisfaction or as an investor focused on extracting value and creating returns? Heather breaks down the difference, shares powerful examples from Elevate coaching, and explains why building the identity of a confident photographer and entrepreneur is essential for growth. If you’ve ever doubted your ability to “get your money’s worth” from programs or tools, this episode will help you flip your perspective and start creating real results. FREE 4-WEEK CHALLENGE FOR PHOTOGRAPHERS: https://flourishacademy.mykajabi.com/4-clients-in-4-weeks-challenge Show Notes: Why your self-concept as a photographer and business owner directly impacts your confidence and results. The difference between a consumer mindset (buying, spending, seeking satisfaction) and an investor mindset.

In this episode of the Flourish Academy Podcast, Heather Lahtinen shares practical and mindset strategies for preparing your photography business for the slow season. Using her concept of “thinking of your future self,” Heather explains how to take proactive steps now so you can avoid panic and frustration when inquiries drop. She also invites you to join the free Four Clients in Four Weeks Challenge, where you’ll learn simple, proven actions to book clients without ads, complicated marketing, or discounting your work. Show Notes: Why the slow season doesn’t have to be stressful for photographers How to book clients even when inquiries are low The power of thinking like your future self in business and life Practical tips for smoothing out cash flow year-round Small, intentional habits that make life easier for “future you” Why the Four Clients in Four Weeks Challenge is timed perfectly for fall How to prepare now for a thriving first quarter next year FREE 4-WEEK CHALLENGE FOR PHOTOGRAPHERS:

In this episode of the Flourish Academy Podcast, Heather Lahtinen sits down with her dear friend Nicole Begley to unpack a surprising epiphany about what we really expect when we pay for online courses or coaching programs. Spoiler alert: we're not just looking for information, we're trying to buy a friction-free path to success. Heather shares a powerful mindset shift that will change how you approach education, business growth, and pricing strategies forever. Plus, hear the behind-the-scenes story of how a surprise visit from her Progress Lab partners turned into a life-giving weekend of laughter, coaching, and breakthroughs. Show Notes:  Why in-person workshops are so transformational  The myth of the frictionless program  The real reason some courses disappoint us  How Heather plans to reframe her Elevate marketing  Using friction to refine yourself instead of fearing it  Why your actions (not outcomes) are the real measure of success How to Support the Podcast:  Subscribe to the podcast on iTunes or

What’s the one way to get photography clients? In this episode, Heather Lahtinen shares her refreshingly simple philosophy on how to consistently book clients—without the overwhelm. You’ll learn the core marketing strategy she teaches in Elevate, how your thoughts fuel your results, and why you don’t need to wait for inquiries to land in your inbox—you can go out and create clients. Plus, Heather announces her new challenge: Four Clients in Four Weeks, starting August 19th. It's time to stop waiting and start winning—with confidence, clarity, and simplicity. !

In this heartfelt and unscripted episode, Heather Lahtinen shares powerful insights about managing your photography business when life throws unexpected challenges your way. Inspired by a real coaching conversation with an Elevate member, Heather breaks down how your mindset—not just your systems—determines your success. She challenges the phrase “life happens” and offers a new way to think about circumstances, decisions, and staying in control. If you've ever felt overwhelmed by competing priorities, this episode is for you. Show Notes: Join the Book 4 Clients in 4 Weeks challenge starting the week of August 18th. Learn how to book clients without relying on social media!

In this episode of the Flourish Academy Podcast, Heather shares a live coaching conversation with a photographer who's been struggling with how to talk about her business without feeling like she's “selling.” Together, they uncover how projecting personal fears and beliefs onto others can block growth and prevent action. Heather offers powerful mindset shifts that can help you confidently share your work, see networking in a new light, and remember that service—not selling—is the secret to business success. If you've ever felt weird about promoting your work, this episode is for you. Show Notes: Why projecting your thoughts onto others keeps you stuck The difference between service energy and sales energy How to reframe networking discomfort and build confidence Why human connection is never a waste of time A simple mindset shift that makes marketing feel easier How to Support the Podcast: Subscribe to the podcast on iTunes or wherever you listen to podcasts. Please like, share, and leave a review. If you

In this fiery and hilarious episode, Heather Lahtinen is joined by her friend Nicole Begley for a no-holds-barred conversation about the dangerous language photographers use that secretly sabotages their success. From calling wins a "fluke" to claiming they were "ghosted," Heather pulls no punches in calling out disempowering narratives and invites you to rewrite them. Expect laughter, insight, and a whole lot of energy from Dark Heather as she challenges you to claim your success and stop giving your power away. Show Notes: The seemingly harmless words that destroy momentum: “fluke,” “ghosted,” “crickets” Why your brain labels success as luck (and how to stop it) How follow-ups, not ghosts, build businesses Why disempowering language leads to hesitation and missed opportunities Practical mindset shifts to stay in control and own your success Referenced: Episode 235: Meet Dark Heather Get coached by Heather Join Elevate — Use code PODCAST to save $200 How to Support the Podcast: Subscribe to the podca

In this episode, Heather Lahtinen shares a vulnerable and insightful story about a rookie mistake she recently made even after years in business. She opens up about her journey with high-level business coaching, the costly realization that knowing what to do isn't enough, and why action thrives in the presence of energy, accountability, and community. If you've ever said, “I know what to do. I just need to go do it,” this episode will challenge and inspire you to reframe that thinking and take real steps toward progress. Show Notes: The rookie mistake Heather made with her own business coaching Why “I know what to do” is often a red flag for stagnation The real ROI of coaching: momentum, accountability, and energy The invisible cost of isolation and trying to go it alone How to Support the Podcast: Subscribe to the podcast on iTunes or wherever you listen to podcasts. Please like, share, and leave a review. If you like the content, please share with your friends by posting on social media so that we can

In this episode of the Flourish Academy Podcast, Heather dives into the real reason so many photographers stay stuck—it's not a lack of strategy, but the stories we tell ourselves. Are you unknowingly making agreements with beliefs that are holding you back? From "I'm not ready" to "no one will pay my prices," these unconscious thoughts can silently sabotage your progress. She also shares mindset-shifting questions, practical journaling prompts, and empowering insights from a recent Elevate strategy call to help you break through your mental blocks and grow your photography business with clarity and confidence. Show Notes: Why mindset—not strategy—is the key to sustainable growth. What it means to make unconscious agreements with your limiting beliefs. Common beliefs that sabotage photographers in four key categories. How to reframe limiting thoughts with empowering new beliefs. How Elevate combines mindset coaching with proven business strategies. How to Support the Podcast: Subscribe to the podcast on i

In this raw and relatable episode, Heather shares a powerful coaching conversation with an Elevate member facing a struggle so many creatives experience: what do you do when the people closest to you don’t support your business dreams? When doubt, criticism, or dismissive comments come from a spouse, parent, or friend—it hurts. But what if you didn’t need their validation to keep going? Tune in for mindset shifts around approval, boundaries, and building belief in yourself—no permission required. Show Notes:   The emotional toll of not feeling understood by those closest to you  Why seeking approval is a losing game—and what to focus on instead  A coaching conversation about boundaries, compassion, and mindset  How trying to “fix” others can actually hinder their journey  Practical tools for standing firm in your business—even when others don’t get it Join our next free coaching workshop: www.getcoachedbyheather.com  How to Support the Podcast:   Subscribe to the podcast on iTunes or wherever you listen to

In this episode of the Flourish Academy Podcast, Heather Lahtinen shares a behind-the-scenes look at a powerful Elevate group coaching session. Using our exclusive Flourish GPT tool built specifically to support Elevate members, Heather walks a member through a tough business moment filled with frustration, social exhaustion, and doubt. Listen in as they explore what it really means when things feel like they’re not working, and how a simple mindset shift can create powerful momentum. You’ll learn how to use questions rooted in the coaching model to coach yourself through spirals of judgment and comparison—so you can move forward with clarity, confidence, and renewed energy. Show Notes: The real impact of social exhaustion and how it's tied to unmet expectations How our Elevate GPT tool mirrors the coaching model to provide instant clarity What to do when you're caught in the spiral of “Was it even worth it?” How thoughts like “It failed” can drive unhelpful actions and reinforce the spiral How to shift from

Feeling like you're behind in your business journey? You’re not alone. In this honest and empowering conversation, Heather Lahtinen is joined by her friend Nicole Begley to unpack the all-too-common mindset of “I should be further along by now.” They discuss how moving goalposts can distort your sense of progress, why marketing may never feel “easy,” and how to shift your perspective to build confidence in your unique timeline. Whether you’re a seasoned pro or just getting started, this episode will help you reset your expectations, celebrate non-revenue victories, and stay grounded in belief, not panic. Show Notes: The illusion of “falling behind” and why it's so common for entrepreneurs Why goalposts keep moving and how that affects your mindset What it really means to make progress (spoiler: it’s not just revenue) The importance of identifying non-revenue victories (NRVs) How to evaluate your business from a place of belief, not scarcity The difference between inspired action and desperate action Jo

Have you ever felt like you’re doing everything right and still not getting results? In this episode, Heather Lahtinen busts the myth of the “universal right way” to run a photography business (or anything, really). Through a deeply personal story that led to an unexpected breakthrough, she reveals how forcing yourself into new experiments especially ones you’d normally resist can unlock surprising success. If you're tired, frustrated, and ready to quit, this is the episode you need. Show Notes: The belief that “I’m doing everything and nothing is working” Why it’s easier to keep going when things are working—and harder when they’re not Managing your mind when you're not getting results What Heather wishes she had done sooner How to Support the Podcast: Subscribe to the podcast on iTunes or wherever you listen to podcasts. Please like, share, and leave a review. If you like the content, please share with your friends by posting on social media so that we can reach and impact more people. Join our next fre

In this episode of the Flourish Academy podcast, Heather Lahtinen talks with her good friend and Elevate coach, Michelle Crandall, about a surprising truth—what happens after you finally hit a big business goal. Michelle recently had her biggest month ever in her photography business, nearly hitting $10,000. But instead of celebrating, her brain spiraled with doubt, fear, and guilt. Together, Heather and Michelle unpack the emotional rollercoaster of achieving success and why it’s so hard to feel happy even when you’re winning. If you've ever hit a milestone and still felt like it's not enough, this episode is for you. Show Notes: Why we sometimes feel we have to stay in struggle to be relatable The problem with tying identity to hardship instead of success How fear and guilt can block celebration and self-recognition Why your success is not responsible for someone else’s discomfort. How to focus on inspiring others instead of protecting their feelings. “I had a $10,000 month”—why this feels like a core v

What happens when things don’t go your way? When the bookings fall through, the inquiries ghost, and the excitement turns into discouragement? In this episode of the Flourish Academy Podcast, Heather Lahtinen shares a real and vulnerable coaching call from the Elevate program, highlighting what it really looks like to process disappointment as a photographer and entrepreneur. You’ll hear a raw, honest conversation about feeling discouraged, how to sit with those feelings instead of rushing past them, and why this emotional work matters just as much as marketing or editing photos. If you’ve ever wondered, “Why isn’t this working?”—this episode will remind you that you’re not alone, and it’s okay to not be okay for a moment. Show Notes: The power of allowing disappointment to exist Rejection as redirection Mindset tools for managing emotional lows Creating a rhythm between rest, work, and self-compassion Building resilience in business through emotional awareness How to Support the Podcast: Subscribe to the