Podcast Summary: This Can’t Be That Hard

Host: Annemie Tonken

Episode 350 – Reflections, Milestones, and the Path Forward

Date: January 6, 2026

Main Theme & Purpose

In this special 350th episode, Annemie Tonken marks a series of major milestones: the start of a new year, the six-year anniversary of both the Simple Sales system and the podcast, and surpassing half a million downloads. The episode offers reflections on these turning points, discusses past and present challenges in the photography business landscape, and unveils a fresh, action-focused direction for the podcast moving into 2026. Annemie announces a new, community-driven companion app—The Darkroom—designed to enhance listener participation and help photographers actively implement business-building steps.

Key Discussion Points & Insights

1. Milestones and Reflection (00:00–06:30)

• Celebrating the 350th episode, six-year anniversaries of Simple Sales and the podcast, and hitting 500,000 downloads.
• Annemie expresses gratitude for loyal listeners and new fans, stating:

  “There are photographers who still need support and encouragement as they run their businesses... there is still a mission to accomplish.” (04:10)

• Instead of ending the podcast, Annemie sees this milestone as a new beginning.

2. Revisiting the “Why” and Evolution of the Podcast (06:30–13:00)

• Annemie stresses the importance of returning to your “why” when faced with big decisions or feeling stuck.
  • The original mission: “I am here to help photographers build profitable, sustainable businesses that they love.” (09:00)
• The why has remained, but the how must adapt:
  • The photography education market has shifted from scarcity to information overload, creating new barriers.
  • Annemie emphasizes that learning means nothing without action:

    “You could binge all 350 episodes... and not see a single change in your business. But if you were to listen to one episode and take action on it, that might move the needle in a massive way.” (11:55)

• From now on, the podcast will become “less listen and learn and more learn and implement.” (12:40)

3. Personal Growth as an Educator (13:00–20:00)

• Annemie admits being cautious about giving direct advice, valuing the creative freedom and multiple paths to success in entrepreneurship.
• She reflects that perhaps she’s erred on the side of being too hands-off, and wants to be “a little more forthright about what I see working and the things that I know can and too often do go wrong.” (19:30)
• Without becoming prescriptive, Annemie commits to clearer, more confident guidance in response to seeing misinformation and unsustainable business advice proliferate in the industry.

4. New Podcast Programming Plan (20:00–27:00)

• Transitioning from spontaneous episode topics to theme-based “syllabus” programming:
  • The year is mapped around what photographers typically face in each season.
  • Each theme lasts 3–5 weeks and features various episode types: solo, interviews, features, and more.
• Openness and transparency: For the first time, the entire annual content plan (“syllabus”) will be shared in advance.

  “What we want is for you to think about this as kind of a syllabus for your business year.” (24:00)

• Inviting the audience to help shape content by suggesting ideas, questions, and guests relevant to upcoming themes.

5. Introducing The Darkroom App – Community and Action (27:00–36:20)

• Launch of The Darkroom: a free, companion app for podcast listeners.
  • It’s “a community space designed to help us develop ideas and inspiration into action and results.” (28:20)
  • Features:
    • Access to the podcast syllabus and ability to influence programming through feedback and questions.
    • Themed action plans, with rewards and perks for taking action.
    • Advanced search tools to mine six years of podcast archives—even searching within transcripts for specific topics or guests.
    • Personalized playlist recommendations via quizzes.
  • Annemie anticipates further features and encourages feedback on the app.

• Call to Action:

  > “Your mission this week... is to go to thiscantbethard.com/darkroom, sign up for your free account, and then log in and poke around.” (34:20)
  

  • Participation is flexible, but even a small commitment to action steps will, Annemie promises, lead to business growth and less overwhelm.

Notable Quotes & Memorable Moments

• On the value of action over passive learning:

  “You can binge all 350 episodes of this podcast ... and not see a single change in your business. But if you were to listen to one episode and take action on it, that might move the needle in a massive way, right? It could make all the difference.”
  (11:55)

• On renewed confidence as an educator:

  “Maybe I need to stand a little more confidently behind what I know works and speak up when I see someone doing something that I know probably won't work.”
  (18:55)

• On community and participation:

  “I want this podcast to feel less like a monologue and more like a dialogue... I really want to create this podcast with you.”
  (26:25)

• Darkroom app launch excitement:

  “This darkroom is sort of a community space that is designed to help us develop ideas and inspiration into action and results.”
  (28:21)

• Guidance for the new year:

  “If you commit to regularly tuning in and following the small but meaningful action steps that we give you this year, your business will grow, you will make more money, and you will feel less overwhelmed and alone...”
  (35:50)

Key Timestamps for Important Segments

| Timestamp | Segment | |-----------|---------| | 00:00–04:30 | Celebrating podcast and business milestones | | 04:30–06:30 | Questioning, then reaffirming the podcast’s mission | | 06:30–13:00 | Revisiting the “why” and how it shapes content | | 13:00–20:00 | Annemie’s evolution as an educator and commitment to firmer guidance | | 20:00–27:00 | Announcing the new themed programming and community involvement | | 27:00–34:20 | Launch of The Darkroom app and its features | | 34:20–36:20 | Action plan for listeners and closing thoughts for the new year |

Conclusion

Episode 350 sets a new course for “This Can’t Be That Hard,” focusing on community-driven, actionable learning for photographers. With structured themes, increased transparency, a strong call for listener participation, and the introduction of the Darkroom app, Annemie guides her audience into an interactive, growth-oriented year—staying true to her mission while adapting to the ever-changing photography business landscape.

Episode takeaway: The podcast is moving beyond passive listening—to building a supportive, action-taking community where every photographer can contribute, implement, and thrive.