Cover art for podcast The Ideas Lab Podcast

The Ideas Lab Podcast

81 EpisodesProduced by John WilliamsWebsite

Welcome to the Ideas Lab Podcast, where you can learn from the world’s greatest creative and entrepreneurial minds to help you turn your ideas into original businesses, books and brands – because in a crowded world, it pays to stand out.Your host is John Williams, bestselling author of 'Screw Work L… read more


Saskia Nelson - How I created a new genre of photography. #4

Entrepreneur Saskia Nelson - How I created a new genre of photography in 30 days

Saskia Nelson had just lost her job when she took a course with The Ideas Lab 5 years ago. She had only a vague idea of the business she wanted to start but decided over the next 30 days to offer photography for people's dating profiles.

Saskia ended up creating an entirely new genre of business: Dating Photography. Today her business has over a dozen photographers working under her in 5 cities around the UK and now New York and LA as well. And her business has been profiled on the front page of BBC News and in numerous newspapers and magazines.

Here's the story from her first ever client to the international business she runs now. Listen in to learn how you too can start from scratch and create something incredible.

Highlights from this episode:

“[John] You created an entire new category. You did that by zooming in….

[Saskia] I’m just doing something different, but the one thing I’m doing, I’m doing it quite well.”

“People don’t realize, you can start something without having a website…without having a social media presence.” 

“You created an entire new category. You did that by zooming in. That’s often how you do it, because pretty much every kind of business is being done. But if you narrow your focus, then the dating profile photographer, which is a new thing, whereas being a portrait photographer is not.” [John Williams]

“I felt like I changed his life, just through this act of taking his photos. He’s had such an adventure with them since. Getting messages like that, it’s like, “Oh, this is why I do it.””

“It was pretty terrifying, I mean I can laugh now five years later but yeah, I was like, oh my god someones paying me to do this now.”

“A lot of people have these ideas for a business, particularly something that’s quite cool like this, that sounds fun, and then they just sit on it or they research. So they spend their whole time Googling.”

“I said I was going to be a portrait photographer, I just hadn’t figured out what I was going to do. And what I had noticed was, all the photographers that I was looking at their websites, their businesses, they were all the same. So they all offered the same thing, they all offered events, weddings, portraits, family and everyone’s website I see is the same and I was like, I don’t want to do what everyone else is doing. And I kind of figured that I wanted to do one thing and just do that one thing really really well because I was reading marketing books as well and they say that when you read marketing books. Especially back then, rewind five years, it was all about doing one thing and doing it really well. So I thought, right, I’m going to do that.”


Saskia Nelson is the talent behind the award-winning and internationally acclaimed Hey Saturday, the UK’s coolest dating photography business, specialising in creating dating photos that win dates for 100’s of single people. She is also the co-founder of Irresistible Dating.

She’s been credited for creating the genre of dating photography and is recognised as the leading industry expert in the UK & US on all things dating photo related. She also puts her extensive online dating experiences to good use by sharing her experiences and wisdom on her blog.

Topics covered:
  • How Saskia launched the world’s first dating profile photography business on The Ideas Lab 30 day challenge.
  • The power of ‘category creation’
  • The danger of endless googling & researching when you’re starting a business 
  • Creating an experience of confidence.
  • Being a magnet for the press.
  • The desperation of non-specialisation
  • Capturing someone’s essence in a photograph
  • Honesty in dating
  • Why it’s all worth it & the joy of client success.

Get full references, links, videos clips and more in the shownotes here



Music provided by Argofox:
TheDiabolicalWaffle - My Wish

Educational emoji reaction


Interesting emoji reaction


Funny emoji reaction


Agree emoji reaction


Love emoji reaction


Wow emoji reaction


Are you the creator of this podcast?

Verify your account

and pick the featured episodes for your show.

Listen to The Ideas Lab Podcast


A free podcast app for iPhone and Android

  • User-created playlists and collections
  • Download episodes while on WiFi to listen without using mobile data
  • Stream podcast episodes without waiting for a download
  • Queue episodes to create a personal continuous playlist
RadioPublic on iOS and Android
Or by RSS
RSS feed

Connect with listeners

Podcasters use the RadioPublic listener relationship platform to build lasting connections with fans

Yes, let's begin connecting
Browser window

Find new listeners

  • A dedicated website for your podcast
  • Web embed players designed to convert visitors to listeners in the RadioPublic apps for iPhone and Android
Clicking mouse cursor

Understand your audience

  • Capture listener activity with affinity scores
  • Measure your promotional campaigns and integrate with Google and Facebook analytics
Graph of increasing value

Engage your fanbase

  • Deliver timely Calls To Action, including email acquistion for your mailing list
  • Share exactly the right moment in an episode via text, email, and social media
Icon of cellphone with money

Make money

  • Tip and transfer funds directly to podcastsers
  • Earn money for qualified plays in the RadioPublic apps with Paid Listens