The Gap Between What Clients Want and What Actually Works — with Owen Mert

For episode 10, Matt and Liv sit down with Hamilton-based photographer and filmmaker Owen Mert for an honest conversation about the disconnect that lives at the heart of most small business content. Clients want viral. They want trendy. They want it fast and cheap. And Owen has spent years navigating that gap — figuring out how to deliver work that actually moves the needle while staying true to the craft he fell in love with. He talks about growing up wanting to shoot big commercial productions, watching that world shrink as budgets shifted to influencers and quick-turn social, and how that forced him to find a different way to do meaningful work at a smaller scale. They get into his real estate storytelling approach and why ditching the templated formula in favour of finding the actual story behind a listing changes everything. They also cover what's really in front of the camera — wardrobe, props, lighting, art direction — and why that stuff matters more than any gear upgrade. Plus repurposing content with intention, the truth about how long a post actually lives on the feed, and the ongoing hypocrisy of telling clients to show up consistently online while quietly neglecting your own channels. A podcast about what really goes on behind the scenes of building brands, businesses, and personal platforms. We talk marketing, content, branding, community, and the uncomfortable middle between idea and execution. Built for founders, creators, and business owners who want honest conversations, not recycled advice. Hosted by Matt and Olivia. Audio-only for now. New episodes regularly. Listen & subscribe → Apple Podcasts → Spotify Follow along → Instagram: @Mattortlieb_ @oliviamckerrow @ortliebmedia