In June 2021, Mumbai-based WhatKnot Wedding Photography faced a critical decision between pursuing high-value celebrity weddings or maintaining their focus on mid-size clients. A potential celebrity wedding contract posed a significant opportunity for both revenue and exposure. However, this venture required extensive senior management involvement, redirection of resources, and potential strain on existing client relationships. The company’s co-founders held opposing views: while one favoured consolidating their position in the mid-size market, prioritizing stability, and client relationships, the other advocated for pursuing high-value contracts to gain prominence and higher revenue. The dilemma highlighted the trade-off between pursuing high-value opportunities and maintaining existing business models. This decision would shape the company’s future direction and market positioning, with implications for both short-term gains and long-term sustainability.
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