I’ve been thinking this week about what it means to go deep with a craft. It’s easy to stay surface-level, but perspective shifts when we decide to dive in.
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For me, that realization happened years ago with photography, my first creative love. My grandparents gave me a Nikon FA when I was 14, a camera I kept and cherished for decades.

It was a sophisticated camera for that era, but needed film and manual effort. Even now, I still have a few of those old Nikkor lenses. I won’t tell you exactly how old they are, but let’s just say they’ve seen a few sunsets!

I still shoot a lot of photographs using a lightweight Sony mirrorless, and post my travel photos to my personal IG. It's mostly landscapes and nature now instead of headshots or portraits.

Long backstory, but here's my point...

I remember flipping through my Professional Photographers Association magazine one afternoon, looking at the winners from that year's photo competition. Some images stopped me in my tracks, but not because they were beyond my reach—quite the opposite.

I kept thinking: I have a photo like that…and that one, too. And that’s when it hit me.

The difference wasn’t in the capture. It was in the edit.

That day changed everything for me. I started studying editing with a new energy, learning how to bring life and emotion into a digital image. It wasn’t enough to get a great shot. The craft was in what came after. That’s where the magic was.

Fast forward to today...

Have you experienced the same thing in an area that interests you? You probably know a lot about a lot of things.

New ideas and tools bombard us every single day. Maybe, like me back then, you haven’t chosen the one thing you’ll go deep on right now.

There’s a flood of surface-level content and skill out there, but that’s not real expertise.

I was on a call earlier this week about SEO in the age of AI. My key takeaway: depth wins. People don’t want regurgitated or clickbait content, and neither do AI search platforms. The sources that get referenced create authentic, expert content.

This principle doesn’t apply only to content. It’s true of learning new technology, too.

There’s a temptation to keep chasing the latest tool. Yet, if we’re going to use AI to build meaningful businesses, we’ve got to pick our tools and get amazing at them.

Right now, I’m doing that with automation. I just built a workflow in n8n that lets people test out how an agent could handle their customer conversations or lead follow-ups over SMS. It’s a small project with long-term impact because agents are a skill I want to master.

When I look at what others are building, I don’t want to say, “Wow, that’s cool.”

I want to know exactly how they did it. Or better yet, how to make it better.

I'll leave you with these final thoughts...

What’s something you already know and love, but haven’t mastered yet?

What if that’s the thing that could boost your confidence and help your business grow?

Sometimes the difference between “good” and “great” isn’t talent. Sometimes the difference is a decision to go deeper.

Let me know where you are focusing your efforts. I'd love to hear about it.

Until Next Week,
Tanya

By the way, could you do me a favor? If Google stuff this in the promotions tab, drag it to your inbox so it lands there next time. Thanks!

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