Tan Chi Yin’s journey into entrepreneurship began not with a dramatic leap but with careful calculations and a longing for creative control.
After two long stints in traditional employment—one nearly eight years—the push to feel fulfilled grew louder than the pull of a secure paycheck. “I calculated everything before I left,” she recalls, underscoring the cautious optimism that married safety with aspiration. In 2022, she stepped into photography as her own business, founding Chapters, a name born from the idea of capturing clients “in different chapters of their life.”
The business mantra? To be with clients through milestones and memories rather than just a single photo session.
Behind-The-Scenes of Photography Work
Chi Yin’s world sits at the intersection of art and logistics. The behind-the-scenes work of photography often remains unseen by clients: scouting locations, pre-session planning, managing schedules and post-production edits that can take longer than the shoot itself.
“We have to select the best shots, and then we edit,” she explains, highlighting the intense curation and time investment baked into every image. This behind-the-scenes rigor is precisely what elevates a moment into a lasting memory—and it’s a core reason why her clients trust Chapters to travel (literally) for big events, including weddings and pre-wedding shoots in other cities and even countries.
One of the most resonant themes in Chi Yin’s story is the power of visibility. She cites a simple, effective insight she’s learned over years of networking: “Visibility is really important. Whenever people see us, people remember us.” Her approach isn’t about vanity; it’s about seed-planting. She’s seen colleagues who re-emerge years later, recalling conversations and projects that once seemed small and inconsequential.
The Principle That Guides Client Work
This commitment to visibility sits alongside a pragmatic application of the 80/20 principle. Chi Yin uses the Pareto insight to guide both her business and her life.
“20% of what we do creates the 80% of the result,” she notes, using it to evaluate clients, services, and even personal satisfaction.
Her most fulfilling work—“shoots that give me 80% of satisfaction”—drives her to do more of what she loves and to prune what doesn’t serve her. This mindful pruning is not just about efficiency; it’s about sustaining energy for the long game.
Collaborating With Other Creative Entrepreneurs
The interview also reveals the human side of running a service business. Networking, for Chi Yin, isn’t just a strategy for client acquisition; it’s a way to build mutual support within a community of creatives.
She talks about balancing networking with day-to-day work, choosing groups that inspire her and that promise learning and motivation. And she’s candid about the realities of client relationships and expectations. When clients offer criticism, she’s learned to translate feedback into growth rather than as a personal attack. “Mistakes help us grow,” she affirms, a lesson she carries into every shoot.
Technology and AI feature prominently in Chi Yin’s toolkit. She uses AI as an assistant—especially for planning, lighting and fast problem-solving questions. Yet she remains deeply committed to the craft’s human dimension: “I still edit (shots) myself because I feel like AI still doesn’t know what I want.” AI can propose ideas but the final artistry remains hers.
Being With Clients Through Memorable Chapters
Chi Yin’s studio, Chapters, embodies a broader philosophy: photography as a lifelong partnership with clients. The name itself signals a promise to accompany people through multiple life moments—wedding day, maternity, family milestones and beyond. This long-view mindset helps her weather the feast-and-famine cycles common in creative work, especially in the Malaysian market.
If there’s one last takeaway, it’s this: do not fear the thing that makes you messy—mistakes, that is. Chi Yin’s early career taught her to embrace missteps as a catalyst for growth, reflection and better craft. The next time you face a tough project or a tough critique, remember her words: “Don’t be afraid to make mistakes because mistakes help us grow.”
Her favourite books include The 80/20 Principle (obviously!) and Kick-Ass Creativity. Hobby-wise, she enjoys walks and having conversations with friends and family.
Chi Yin notes, “Personally I maintain good relationships with my family and friends. Professionally, I’ve been persistent in my career since 2011 and am still growing.” To connect with Chi Yin and learn more about Chapters, find her links below.
This episode is sponsored by Redbox Studio.
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