S3 Ep 3: The One About Pet Photography, Instagram Marketing & Redefining Success with Jen Hillenga

What happens when you've built the business everyone thinks they should want... and discover you're miserable?In this episode of The One Behind the Lens, Kate sits down with New York City pet photographer, educator, and entrepreneur Jen Hillenga to talk about the winding road that led her from portrait photography and million-dollar businesses to photographing dogs in one of the most competitive cities in the world."I had spent my entire late twenties and thirties making a business, but I hadn't made a life."Jen shares her incredible journey—from working in portrait studios, building a successful education and template company, managing a large team, and eventually realizing that bigger wasn't necessarily better.As her businesses grew, so did the pressure."I was praying for rain so I could cancel sessions."After selling her company and moving to New York, Jen found herself once again at a crossroads. During the pandemic, a creative project involving her own dogs sparked something she hadn't felt in years."I think I'm done directing creative and I need to go back to being a creative."That realization eventually led her to launch what would become a thriving pet photography business built around freedom, creativity, and a completely different definition of success.In This Episode We Discuss:How Jen accidentally fell into photography and built her first portrait businessThe reality of managing employees, overhead, and multiple companiesWhy a million-dollar business wasn't bringing more fulfillmentLeaving everything behind and moving to New York CityBuilding a successful niche business around pet photographyCreating a highly personalized client experienceUsing Instagram to build an engaged communityPhotographing dogs in one of the busiest cities in the worldWhy systems and boundaries can actually create more freedomRedefining success as your life and priorities changeA Few Favorite Jen-isms"I'm happy to make people happy, but I'm not happy to inconvenience myself to convenience someone else.""Your clients will fall in line if these are your policies and they want what you have.""People just want joy these days.""I'm not talking about what I'm selling. I'm talking about the dog.""Dogs are kind of like toddlers... but they rarely have a bad day."Connect with JenWebsite: The Ways of the DogInstagram: @thewaysofthedogPet Photographer Community: Pet Portrait ProsSpotlight: Sundays for Dogs — Get 50% OFF at Sundays for Dogs with the following link: https://share.sundaysfordogs.com/Kate43!18247fc234!aFinal TakeawayThis episode isn't really about dog photography.It's about permission.Permission to evolve.Permission to change your mind.Permission to redefine success.And permission to build a business that supports the life you want instead of the one you think you're supposed to want."I swore to myself that if I did this again, I was going to do it differently."If you've ever found yourself questioning what success really looks like, this conversation is one you won't want to miss.Enjoyed the Episode?• Follow The One Behind the Lens• Leave a review on your favorite podcast platform• Share this episode with a photographer or business owner friendYour support helps more creatives discover the show ✨💻 Learn more + get freebies at katedecostephotography.com/photographers📸 Follow Kate on Instagram: @katedecoste✨ It’s time to Shutter Up & Shine.