Podcast Ep 392 - Success Is Still Messy: A Real Talk Debrief with Michelle Crandall
Release Date: 12/16/2025
Podcast Ep 394 - Still Chasing the Perfect Plan? Here’s the Truth.
Flourish Academy Podcast
In this thought-provoking episode, Heather explores the illusion of “getting there” — whether it’s hitting a revenue goal, reaching a target weight, or achieving a dream — and why those feelings of success often fall flat. Using The Alchemist as a metaphor, she challenges listeners to uncover the treasure already within and shift their mindset from chasing outcomes to cultivating intentional thoughts now. Key Takeaways: The feelings you're chasing (security, freedom, confidence) are created by your thoughts, not your circumstances. Reaching a goal may only bring momentary...
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Podcast Ep 393 - The Decision That Changed Everything: Karley’s Journey Begins
Flourish Academy Podcast
In this episode, Heather sits down with Karly, a pet and equine photographer who is in the early but powerful stages of building a profitable photography business. Karly shares what it looks like to invest deeply in your growth before the income catches up, how surrounding yourself with the right people can completely change what you believe is possible, and why visibility—especially when it feels uncomfortable—can be the very thing that accelerates momentum. This conversation is an honest look at belief, confidence, and the internal shifts that happen long before external success shows...
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Podcast Ep 392 - Success Is Still Messy: A Real Talk Debrief with Michelle Crandall
Flourish Academy Podcast
In this episode, Heather sits down with photographer Michelle, who shares the story of how she transformed a creative idea into a high-impact project that raised over $10,000 for a local dog rescue — while also generating visibility and momentum for her business. Through a breed-specific book project featuring dachshunds, Michelle not only gave her audience a meaningful reason to book sessions, but also built brand awareness, formed strategic partnerships, and expanded into a completely new niche. 3 Key Takeaways: The Book Project Strategy A book project gives clients a tangible reason to...
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Podcast Ep 391 - How to Feel Like a Winner Even When Things Don’t Work
Flourish Academy Podcast
In this inspiring episode, Heather chats with Susie, a pet photographer and Elevate student, about her recent experience at CatFest, where she faced disappointing results—but didn’t let that stop her momentum. Learn how Susie reframed a perceived “failure,” found power in persistence, and embraced the long game of business building with resilience and optimism. Key Takeaways: A slow sales day doesn’t define your worth or future success. Reframing setbacks helps you stay emotionally grounded and focused. Building a business is a long game—progress counts, even in small steps. ...
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Podcast Ep 390 - Do you experience negative feelings when you see your competition on social media?
Flourish Academy Podcast
In this honest and empowering episode, Heather tackles the all-too-familiar feeling of falling behind while watching other photographers appear to thrive. Learn how to shift out of comparison, manage your mindset, and return to your purpose—with practical tools to help you feel empowered, not defeated. Key Takeaways: Why comparison triggers negative emotions (and how to redirect them) The false belief that others’ success means your failure How to identify and reframe the thoughts that lead to insecurity Why competition doesn’t actually take clients from you A simple mental...
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Podcast Ep 389 - I'm doing everything right and they still aren't booking!
Flourish Academy Podcast
In this episode of the Flourish Academy podcast, Heather and Nicole dive into one of the most maddening experiences for photographers: when you “do everything right” on an inquiry call… and the client still doesn’t book. They break down why this happens, how to stop spiraling into self-doubt, and the mindset shifts that keep you moving forward with confidence. If you’ve ever wondered, “Why isn’t this working?” — this conversation is your reset. Key Takeaways (3–5) Why doing everything “right” still doesn’t guarantee a booking The two mental “tracks”...
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Podcast Ep 388 - How to Not be a Used Car Salesman
Flourish Academy Podcast
What do a used car salesman and your sales energy have in common? In this heartfelt and surprisingly hilarious episode, Heather shares her daughter's first car-buying experience to reveal powerful lessons about selling from a place of service—not pressure. Tune in to learn how authenticity can transform even the most “salesy” moments into meaningful, trust-building connections. Key Takeaways: The energy behind your words—not just the script—determines how people feel about your “pitch.” Selling doesn’t have to feel gross; when done from genuine service, even “Please buy...
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Podcast Ep 387 - Free/Charity Sessions, Model Calls and The Bait and Switch
Flourish Academy Podcast
In this episode of the Flourish Academy Podcast, Heather Lahtinen and Nicole Begley uncover the sneaky thought that might be sabotaging your photography sales — the fear of being “shady” or doing a bait and switch when offering paid upgrades after free or charitable sessions. They share how to shift from guilt and hesitation to confidence and service so you can sell ethically, easily, and profitably. Key Takeaways: The “bait and switch” fear is killing your conversions. Transparency and communication create trust, not pressure. Clean, confident thinking drives higher sales. Selling...
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Podcast Ep 386 - Learn This Concept, Grow Your Business
Flourish Academy Podcast
In this episode of the Flourish Academy Podcast, Heather Lahtinen talks with Susie Inverso, a pet photographer and Elevate member, about the life-changing concept: “If you’re willing to be embarrassed, you can do anything.” Susie shares how a daring solo mountain adventure helped her overcome fear, build confidence, and apply powerful mindset shifts to her business and life. Key Takeaways: Confidence grows when you act despite fear, not before. The worst outcome is often just a feeling — like embarrassment — and you can handle it. Mindset work is the missing link between...
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Podcast Ep 385 - Dear Brain: Marketing Is Not a Bear Attack
Flourish Academy Podcast
In this episode of The Flourish Academy Podcast, Heather Lahtinen and guest Nicole Begley dive into one of the biggest mindset challenges photographers face — visibility. But not the “post more on social media” kind. This conversation explores what it truly means to be seen — as a business owner, creator, and human being. They unpack why so many photographers avoid showing up online, the fears that keep them hidden, and how to reframe visibility as an act of service rather than self-promotion. If you’ve ever said, “I don’t know how to be visible,” this episode will help you...
info_outlineIn this episode, Heather sits down with photographer Michelle, who shares the story of how she transformed a creative idea into a high-impact project that raised over $10,000 for a local dog rescue — while also generating visibility and momentum for her business. Through a breed-specific book project featuring dachshunds, Michelle not only gave her audience a meaningful reason to book sessions, but also built brand awareness, formed strategic partnerships, and expanded into a completely new niche.
3 Key Takeaways:
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The Book Project Strategy
A book project gives clients a tangible reason to book — especially in niches like pet photography where there’s no built-in milestone. It combines storytelling, imagery, and charity into a powerful offer. -
Partnerships That Create Leverage
By collaborating with the Detroit Dachshund Club and a rescue organization, Michelle tapped into a new audience, expanded her reach, and created built-in credibility for her project. -
Creative Fundraising That Fuels Marketing
A “cover contest” encouraged participants to raise funds for a chance to be featured on the book’s cover — turning the project into a community-driven initiative that sparked donations and increased exposure.
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