Natalie Franke got her start in photography in high school when her mother gifted her a camera. By the time she was a senior, Natalie had started her first photo business doing senior portraits. Next, she went to University of Pennsylvania, studying visual studies with a focus on neuroscience and psychology. At the same time, she ran a wedding photo studio, photographing forty weddings a year. When Natalie graduated, she went full-time into her photo business, but found that even though she was hitting all her goals, she had never felt so lonely in her life.

This led her to co-found The Rising Tide Society, which is based on the concept that a rising tide lifts all ships and operates on the principle of community over competition. Natalie has written two books with strong entrepreneurial messages, Built to Belong and Gutsy, the latter of which will be released in August 2023. She currently works for HoneyBook, a clientflow management platform for service-based business owners. Franke describes her role there as “being a mama bear for independent businesses.” Above all, Franke is passionate about helping business owners access better ways to run their businesses, so that they can take back their most precious asset — their time.

Franke recently sat down for an interview with Elena S Blair on the WPPI Podcast, where she discussed all this and more. Listen to it here. Below, she shares her biggest photo business breakthrough and advice for other photographers.

Natalie Franke’s Biggest Business Breakthrough

What has been your biggest breakthrough in photo business? 

Hands down, my biggest photo business breakthrough was when I finally grasped the true value of time and how leveraging technology could help me reclaim it. You see, I used to get bogged down with endless tasks and admin work, which kept me from focusing on my passion. When I discovered the wonders of automation, tools, and outsourcing—it genuinely was a game changer! I started optimizing my processes, delegating my editing, and embracing tools that made my life so much easier. It was like a weight lifted off my shoulders! Suddenly, I had more time to do what I genuinely love, and it reignited the fire in me. Honestly, understanding the power of time and harnessing technology to streamline my clientflow was a complete revelation, and it is one of the reasons that I am so passionate about the work I do at HoneyBook every day. 

[Read: Creating a Powerful Clientflow for Your Photo Brand]

For someone starting out on their photo business journey, what advice would you have for them? 

The best advice I can offer when starting on your photo business journey is to wholeheartedly adopt an abundance mindset! Kick feelings of scarcity to the curb. There’s more than enough room for you to shine. Focus on what sets you apart and nurture your unique skills; believe me, there’s a market for it! Connect with other photographers and creatives in your area—collaborate, learn, and grow together. It’s all about lifting each other up and celebrating each other’s wins. Don’t be afraid to lean on your community, because together you can create magic, spark inspiration, and conquer any challenge. 

[Read: Saving Time with Outsourced Workflow]

Do you regret any decisions you have made in your business? 

Oh, I can definitely relate to the feeling of regret when it comes to certain photo business decisions. One of my major regrets looking back was getting caught up in comparing myself to other photographers. It’s so easy to fall into that trap, isn’t it? But you know what they say, “Be yourself; everyone else is already taken.” Along the way, I began to appreciate my own unique journey, and I learned not to measure my progress against anyone else’s. By focusing on my strengths and passions, I became more confident and happier with my own path. It also inspired a lot of the work that I did in co-founding Rising Tide and cultivating communities that were rooted in lifting others up. When we focus on celebrating others rather than comparing ourselves to them—everything changes. 

What fellow artists in the industry do you gain the most inspiration from? 

There truthfully are so many. In the photography world, I love Elizabeth Messina with her ethereal, light-filled images and an unmistakable, luminous style. She has a talent for capturing intimate moments, delicate details, and subtle emotions, weaving them together to create an elegant, heartfelt visual narrative. Gray Malin is a personal favorite too. His work brings me joy and I love how he takes unique perspectives to well-known destinations. Artists like Danielle Coke, Alannah Tiller, and Jeff Frandsen are also at the very top of my list.