Building a tech business often gets boxed into strategy, KPIs, and scale. But for me, it’s always been a creative process—just like photography. You might be surprised about the similarities and how the creative mindset carries over:
The Creative Process Behind the Lens vs Running a Tech Business
Before I even started a business or launched a product, I picked up a camera. I learned to frame moments, chase light, and tell stories without words. That creative mindset never left. In fact, it shaped the way I lead, build, and grow in tech today.
Here’s how the creative process behind the lens mirrors the journey of running a tech business—and why embracing that artistic approach might just be your best competitive edge.
1. Vision Comes First
In photography, the image starts in your mind. You see something, a composition, a story, a mood—before you ever press the shutter.
In tech, it’s no different. You imagine a better way to solve a problem, a user experience that could spark joy or save time. That vision becomes your North Star.
🧠 Creative lesson: Lead with imagination. Let intuition and empathy shape your roadmap before metrics do.
2. Framing Matters
A powerful photo isn’t just about what’s in the frame. It’s about what’s left out.
In product development, clarity is everything. You have to make choices. What features truly matter? What’s just clutter?
🎨 Creative lesson: Focus on what’s essential. Edit ruthlessly, both in photography and in your product.
3. Embrace Light—and Shadow
Photography is a dance between light and dark. Brightness draws attention, but shadow creates depth.
In business, we often highlight wins, milestones, and success stories. But it’s the constraints, missteps, and quiet lessons that add nuance and growth.
🌘 Creative lesson: Don’t fear the shadows. They build dimension, resilience, and truth into your story.
4. It’s All About Iteration
Every good photo takes experimentation. Different angles. Changing light. Trial and error.
Launching a product is the same. MVPs. Beta testers. Constant iteration. You rarely get the perfect shot—or product—on the first try.
🔍 Creative lesson: Stay curious. Test, tweak, learn. Creativity thrives in iteration.
5. Editing is the Unsung Hero
The final photo—the one that moves people—rarely comes straight from the camera. It’s refined, balanced, and made intentional through editing.
In tech, launch is only the beginning. The polish, the brand tone, the onboarding flow, those finishing touches define the user’s experience.
🖌 Creative lesson: Post-production is where the magic happens. Don’t skip the craft of refinement.
6. Aim for Emotional Impact
A compelling image stays with you because it feels like something. It evokes emotion.
Tech that truly connects does the same. Whether it’s delight, empowerment, or a sense of belonging—emotion is what turns users into loyal advocates.
🎭 Creative lesson: Build emotion into the experience. Your product isn’t just a tool. It’s a story.
Final Frame
Leading a tech company through the lens of creativity has taught me that logic and imagination aren’t opposites—they’re partners. And the most innovative solutions often come not from following the blueprint, but from trusting your eye, your gut, and your creative instincts.
Whether I’m behind a camera or behind a roadmap, I’m still doing the same thing: framing stories, chasing light, and creating something meaningful.
Caroline Vrauwdeunt
CEO/Founder of ANDRS Projects: An innovator who is not afraid to fail forward on the way to create impactful change. Her life’s motto is “Dare to Create”.
P.S.
In my newsletter Inside Tech I share my real-life experiences from my journey building tech for ourselves and others with my team at our SaaS foundry ANDRS. Subscribe to get it delivered straight to your inbox!
