---
title: "Building Your Business Backwards with Annemie Tonken"
url: "https://craft-stage.whcc.com/inspiration/building-your-business-backwards-with-annemie-tonken/"
description: "Learn why Annemie builds a photography business in reverse, with systems that make every client experience repeatable."
updated: "2026-10-23T12:55:29-05:00"
---

# Building Your Business Backwards with Annemie Tonken

[Business Education](https://craft-stage.whcc.com/inspiration/browse/business.md)

Updated on September 4, 2026

![Photographer and educator Annemie Tonken smiling at the WHCC studio during her YouTube Live](https://whcc-com-stage-images0.imgix.net/images/WHCC_Youtube_Live_Annemie_Tonken_0001.jpg?auto=format,compress&cs=srgb&fit=max&w=1000&q=75)

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](https://www.thiscantbethathard.com).

[Follow Annemie on Instagram](https://www.instagram.com/thiscantbethathard/)

[Watch the video](https://www.youtube.com/watch?v=aJY2CGmyYKM)

![What If You Built Your Business Backwards? An interview with photographer Annemie Tonken, WHCC Live](https://whcc-com-stage-images0.imgix.net/images/ARTICLE_HEADER_Annemie-Tonken-Live-2026.jpg?auto=format,compress&cs=srgb&fit=max&w=1000&q=75)

**Listen to the Audio Version**

You can find us on any popular podcast platform and hear from Annemie and other top creatives. Search for **WHCCpro** and start learning!

- [**Spotify**](https://open.spotify.com/episode/23jhIt3jsap7T6mkh49Kdc?si=8b3664c5c24e4dd7)
- [**Apple Podcasts**](https://podcasts.apple.com/us/podcast/whccpro/id1661852277?i=1000796198391)

## Want More?: 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.

[Watch the Playlist](https://craft-stage.whcc.com/videos/building-products-to-fit-your-brand-annemie-tonken.md)

**Featured**

[Family](https://craft-stage.whcc.com/inspiration/browse/family.md), [Marketing](https://craft-stage.whcc.com/inspiration/browse/marketing.md)

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