There is something to be said for staying in your lane and staying true to yourself as an artist instead of chasing the trends. But on the flip side, sometimes that attitude is not always the right answer. Today’s guest Erich McVey is opening up about when he realized sometimes it is ok to try things you aren’t super comfortable with.
You can try and emulate others but when it comes down to it, it is better to be yourself than a watered down version of someone else. But how do achieve that while also making sure you aren’t falling behind? Today’s episode might just tell you exactly how to do that!
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How Avoiding ‘Shiny Object Syndrome’ Can 10x Your Wedding Business
In today’s fast-paced, comparison-driven wedding industry, it’s easy to feel like you need to do all the things to stay relevant — embrace every new trend, chase every new piece of gear, and constantly pivot your style to match what’s trending on Instagram.
But according to legendary wedding photographer Erich McVey, resisting those temptations — and keeping your focus on what you do best — might just be the secret to building a business that not only thrives, but stands the test of time.
In this special episode recap, we’re sharing the biggest takeaways from our conversation with Erich, including how he built his career, the importance of consistency, and how to avoid the “Shiny Object Syndrome” trap that keeps so many creative entrepreneurs stuck.
Erich McVey: A 15-Year Journey in the Wedding Industry
Erich has been a wedding photographer for over 15 years, building a career known for timeless, editorial portraiture and impeccable use of natural light. Based in Salem, Oregon, Erich’s work takes him all over the world for luxury multi-day destination weddings.
But what stands out about Erich’s journey isn’t just the beauty of his work — it’s his intentionality. From his early days of photographing seniors and families to becoming one of the most sought-after wedding photographers in the industry, Erich’s path has been defined by focus, adaptability, and knowing when to evolve and when to stay the course.
Early Days: From Experimenting to Finding His Lane
Like many of us, Erich started his career saying “yes” to every gig he could find — family photos, senior portraits, even corporate shoots for auto body shops. Those early years were full of trial and error, late deliveries, and figuring things out as he went.
It wasn’t until he shot a few weddings that he realized he actually enjoyed the work — especially as his confidence grew and his skills improved.
The turning point? Choosing to focus exclusively on weddings. While diversification has its place (and we teach it inside The Revenue Blueprint), Erich knew that in order to become one of the best, he needed to go all-in.
This level of focus is rare — especially in today’s industry where pivoting to the next new thing can feel like a survival strategy. But that’s exactly what allowed Erich to stand out and build a recognizable brand.
The Power of Saying No to Shiny Object Syndrome
Erich’s success didn’t come from chasing trends or reinventing his brand every year. Instead, it came from staying rooted in what he does best — timeless, editorial wedding photography — and making small, intentional updates to stay current.
What is Shiny Object Syndrome?
It’s the constant temptation to chase the next new thing — whether that’s:
- A new editing style everyone’s trying
- A new camera or lens you just have to have
- A totally new business direction because “everyone else is doing it”
Shiny Object Syndrome isn’t just exhausting — it’s a creativity killer. It pulls you away from your core strengths, dilutes your brand, and confuses both your audience and your future clients.
Erich’s Approach: Focused, Intentional Growth
Erich credits much of his long-term success to avoiding the distractions that come with comparison and trend-chasing. He’s quick to admit he doesn’t spend much time scrolling Instagram or seeing what other photographers are doing. Instead, he focuses on:
- Crafting images that align with his unique style.
- Delivering work that planners and clients trust.
- Leaning into what makes his work different, not trying to copy someone else.
Evolution Without Losing Your Identity
That doesn’t mean Erich’s work has stayed exactly the same for 15 years. In fact, one of the biggest lessons he’s learned is the importance of evolving intentionally — especially when it enhances creativity or client experience.
For example, when Erich’s wife Amy (who helps manage his business) suggested experimenting with on-camera flash for editorial fashion shots, he initially resisted. But after trying it out at a wedding, he realized:
- It sparked a new creative energy.
- The images stood out and felt fresh.
- Planners and publications loved the results.
That one creative risk led to some of Erich’s most iconic work — not because he chased a trend, but because he found a new creative tool that aligned with his personal vision.
The takeaway? Evolving doesn’t mean abandoning who you are. It means adding tools to your toolbox — and being selective about which ones actually fit your style.
The Role of Creative Discipline
One of the biggest challenges in today’s hyper-connected world is the constant exposure to everyone else’s highlight reel. It’s impossible to scroll Instagram without seeing someone else’s incredible shoot, new gear, or next-level editing style.
Erich’s advice? Get off the apps.
He intentionally limits how much time he spends consuming other people’s work because, as he puts it, “It doesn’t make me feel good.” That self-awareness allows him to protect his creativity and stay focused on what actually moves the needle in his own business.
Pro Tip: Outsource Trendspotting
Erich’s not totally disconnected from industry trends — he just doesn’t obsess over them. Instead, his wife Amy helps filter trends and client preferences so Erich can stay informed without getting overwhelmed.
If you don’t have a business partner, you can still:
- Follow a handful of trusted sources for industry trends.
- Set limits on how much time you spend consuming vs. creating.
- Remember that not every trend is worth following — especially if it doesn’t align with your brand.
Consistency is What Gets You on Top Photographer Lists
We asked Erich how he landed on prestigious lists like Harper’s Bazaar’s Top Photographers — and his answer wasn’t magic. It was consistency and timing.
In the earlier days of his career, there was less noise online, which made it easier to stand out. By focusing on film photography at a time when film was making a comeback, he naturally differentiated his work. And once you get noticed for doing something well, it’s easier to stay noticed — as long as you keep delivering.
The lesson? It’s not just about getting your work out there — it’s about staying consistent long enough for people to associate your name with a particular quality, style, and experience.
Key Takeaways: How to Avoid Shiny Object Syndrome and 10x Your Wedding Business
1️⃣ Know what you do best — and own it.
Don’t dilute your brand trying to be everything to everyone.
2️⃣ Stay focused on your lane, but leave room for intentional evolution.
Experiment with new tools and techniques — but only if they align with your creative vision.
3️⃣ Limit comparison and outside noise.
Your creativity thrives when you’re focused on your work — not everyone else’s.
4️⃣ Invest in long-term relationships.
Planners, publications, and clients remember you when you show up consistently.
5️⃣ Play the long game.
The biggest names in luxury weddings didn’t get there overnight. Consistency, patience, and strategic growth are your best assets.
Ready to Build a More Focused, Profitable Business?
You have the talent — now it’s time to make sure the right clients (and planners) actually see it.
✨ The Luxury Wedding Playbook shows you how to position your brand for the high-end market, so you can:
✔️ Attract premium clients
✔️ Build planner relationships that send referrals your way
✔️ Fill your calendar — without the constant hustle
👉 Download now: thelevelupco.com/playbook
The luxury market is waiting — let’s make sure they know who you are.
