- Begin the selling and marketing process
- Give all of your efforts time to mature
- Develop a positive attitude that ultimately builds your faith
in you, your vision, your clients, and your success
I am exhausted thinking about all that you will be doing,
and I am sure that you might be feeling a little overwhelmed as
well. The good news—actually the great news—is that these
responsibilities do not have to be attended to all at once. In
fact, you will find yourself taking on tasks one by one, and if you
are smart you will start at the beginning.
To my knowledge there is no book like this available to you.
For inside these pages you will find not only my advice but also
the voices of countless other photographers who graciously
share their experiences and knowledge with you. There are
many stories that highlight a single photographer, detailing his
or her journey and the lessons learned. I have included advice
from clients, agents, and other consultants in order to bring to
you a comprehensive understanding of what I believe it truly
takes to be successful in our industry.
I have very specifically not written this book as “a how to do
book,” for I do not believe that there is one way to create a busi-
ness. The following essays were written because, individually
and collectively, they contain information that is at the core of
every photography business. These are the topics that you must
constantly put your attention on, examine, and decide how to
respond to. Many topics are discussed and explored, but the
journey is ultimately yours to make.
A client who visited my class at NESOP many years ago
shared with us the following words. This declaration is
extremely powerful and speaks to the one defining element
that must be present in any business that is poised for success.
I have ended over one hundred lectures with this statement,
and I share it now with you in the hope that it sets the tone for
you as you embark on the journey of choosing success!Until one is committed, there is hesitancy, the chance
to draw back, always ineffectiveness. Concerning all acts
of initiative (and creation), there is one elementary truth,INTRODUCTIONxiiiPrelims.qxd 7/11/07 12:45 PM Page xiii