Building Your Business Backwards with Annemie Tonken
Updated on September 4, 2026
Family photographer and educator Annemie Tonken has spent more than 15 years running her studio in Chapel Hill, North Carolina, and nearly seven years helping other photographers simplify theirs. Her approach: build your business in reverse. Before you chase new clients, dial in your fulfillment, then your sales system, then your marketing. Hear how she thinks about the unicorn, workhorse and donkey business models, why a curated product line beats endless options, and how simple, repeatable systems keep you from starting from scratch with every client. Learn more about her education platform, This Can't Be That Hard.
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Annemie's Tips for Building a Business That Runs on Systems
We've broken Annemie's interview into quick video segments packed with practical advice on building products that fit your brand, starting with the end goal, and taking the long view on your marketing.