Markus Van Meter shared their story and experiences with us recently and you can find our conversation below.
Markus, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: Would YOU hire you? Why or why not?
Absolutely. I’d hire me because I bring more than just skill — I bring perspective. I’ve spent years learning how to tell a story that feels lived-in and real, whether it’s through a photograph, a brand narrative, or a marketing campaign. I understand how to balance creativity with discipline. I show up early, stay late, and never stop thinking about how to make a brand feel authentic.
That said, I’d also challenge myself. I’m not the type to coast. I’d hire me because I know I’d push the work further — beyond what’s expected, toward something that actually moves people.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Markus Van Meter — a Western lifestyle and fine art photographer based on Colorado’s Western Slope. My work lives at the intersection of heritage and modern storytelling, capturing the people, land, and spirit that define life in the contemporary American West.
Through my two brands, The Western Lensman and MarkusVanMeter, Inc., I blend fine art and commercial work — from black-and-white ranching portraits and documentary essays to brand campaigns for tourism boards and Western apparel companies. My background includes time working for Ralph Lauren’s Double RL Ranch, which shaped how I see authenticity, craftsmanship, and visual storytelling.
I’ve also served as Destination Tourism Marketing Director for the City of Ouray and supported the Colorado Tourism Office’s Content Creation Team under the direction of Dave Fluegge. Alongside that, I continue to work as a freelance photographer and creative consultant for high-end boutique brands across the West — helping them tell stories that feel lived-in, real, and timeless.
Right now, I’m expanding The Western Lensman into a fine art publication and Substack series that explores life in the West — its grit, history, and quiet beauty. Every project, whether for a brand or a book, is about the same thing: preserving the soul of the West through honest imagery and enduring stories.
Great, so let’s dive into your journey a bit more. Who saw you clearly before you could see yourself?
My wife, Annette. She broke the mold of the dysfunctional upbringing I came from and believed in me long before I had the clarity to believe in myself. She’s been the steady hand behind every turning point — supporting the vision, grounding the chaos, and helping me turn ideas into reality. She’s not just part of my life; she’s an integral part of the business, the creative process, and the reason my work has the balance it does today.
If you could say one kind thing to your younger self, what would it be?
That burning desire you’ve felt in your gut for years — trust it. Ignore the noise, the distractions, and the naysayers. Stay locked in on the creative process that makes you come alive, and let go of the expectations of what’s “normal.” Live life on your own terms, and don’t ever apologize for wanting something bigger or different than what others can see.
I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What important truth do very few people agree with you on?
That we have a choice — to live like a lion or live like a sheep. If you choose to level up and live like a lion, you’ll have to leave a lot of people behind in the dust. The higher you climb, the smaller your circle gets — but it becomes real, solid, and true.
I believe we create our own destiny. “Reality” isn’t fixed; it’s shaped by how we choose to see and act within it. Most people settle for comfort. I’ve learned that fulfillment comes from embracing the challenge, standing alone when you have to, and building a life with purpose rather than permission.
Okay, we’ve made it essentially to the end. One last question before you go. What do you understand deeply that most people don’t?
That time is the real currency — not money, not status, not possessions. You can’t buy more of it, and once it’s gone, it’s gone. Most people trade their best years chasing someone else’s definition of success. A salary, for most, is a corporation’s way of getting you to forget your dreams — a comfortable trap that slowly dulls your purpose.
I’ve learned that freedom, creative purpose, and alignment with what truly matters are worth more than any paycheck. You can rebuild a business, a brand, even a life — but you can’t reclaim lost time. So I build everything I do around that truth. Photography, storytelling, travel, even the quiet moments — they’re all investments in a life that feels real, not rented.
Contact Info:
- Website: https://markusvanmeter.com
- Instagram: @thewesternlensman
- Linkedin: @markusvanmeter
- Other: My Substack
https://dispatch.thewesternlensman.com/
