How I Built This with Maddie Peschong: From Corporate Marketing to CEO-Level Photography

Jill C Smith
Dec 3, 2025
3 min read

Some photographers fall into business ownership.

Maddie Peschong built hers intentionally.

In this episode of How I Built This, I sat down with Maddie Peschong of Maddie Peschong Photography and co-founder of White Space Studio in Sioux Falls, South Dakota. What stood out to me immediately is that Maddie doesn’t just think like a photographer. She thinks like a CEO.

And that mindset shift is exactly what allowed her to grow without burning out.

From Corporate Marketing to Full-Time Photography

Maddie didn’t start in photography. She came from corporate marketing, which meant she understood branding, positioning, systems, and messaging long before she relied on photography as her primary income.

That background gave her a unique lens.

Where many creatives build emotionally and reactively, Maddie built strategically. But that doesn’t mean she skipped mistakes. In fact, some of her early missteps are what shaped the sustainable business she runs today.

We talk about:

The early decisions she would absolutely do differently
The turning points that forced her to tighten up her model
What happens when creative chaos meets real-life responsibility

And most importantly, how she adjusted instead of quitting.

White Space Studio: Building Community Over Competition

One of the most interesting pieces of Maddie’s journey is White Space Studio, a shared studio concept she co-founded in Sioux Falls.

Instead of isolating herself, she leaned into collaboration.

White Space Studio isn’t just a rental space. It’s a community-building ecosystem. It’s a physical representation of what happens when photographers choose partnership over scarcity.

We talk about:

Why shared spaces work
How collaboration actually strengthens your brand
The logistics behind managing a shared creative space
What she learned about leadership in the process

If you’ve ever dreamed about opening a studio or partnering with other creatives, this part of the conversation is especially valuable.

Systems and Boundaries: The Unsexy Backbone of Growth

This is where Maddie’s corporate brain really shines.

She credits systems and boundaries as the backbone of her business growth.

Not hustle.Not overworking.Not constantly saying yes.

Systems.

We dive into:

How she built workflows that protect her time
Why boundaries with clients are non-negotiable
How structure actually increases creativity instead of limiting it
What scaling looks like when you’re not running on adrenaline

This is the kind of conversation that feels steady and grounding, especially if you’re in a season of overwhelm.

Scaling Without Burnout

A lot of photographers talk about growth. Very few talk honestly about sustainability.

Maddie shares the mindset shifts that allowed her to:

Expand into education and coaching
Launch templates and resources for photographers
Grow her studio brand
And still protect her personal life

The biggest takeaway?

You cannot build a sustainable business if you’re only thinking like a creative.

You have to think like a CEO.

That doesn’t mean losing heart. It means leading yourself well enough to create something that lasts.

Why This Episode Matters

If you’re in the messy middle of your business…If you’re tired of winging it…If you’re dreaming about scaling but afraid of burnout…

This conversation will meet you right where you are.

Maddie’s story isn’t overnight success. It’s thoughtful growth. It’s refining. It’s adjusting. It’s building something that actually fits your life instead of consuming it.

And that’s the kind of business I’m always interested in talking about.