CHAPTER22 / TURN THEPAGE“After reading it, I came to the conclusion that it is a very com-
prehensive guide to modern marketing principles. It talks
about selling intangibles and that is exactly what I do as
an agent. I am selling vision and personality. These are two
unknown entities to all prospects I go to see; this is truly a sell
of intangibles.”
Dave Wendt, past president of the Cincinnati chapter of
the ASMP, has created what some would call the perfect work
world. His business, Wendt Worldwide, produces calendars
that showcase some of the world’s most expensive cars. Dave
has taken his love of automobiles and built a business that
finds him driving, shooting, and enjoying some of the most
expensive cars in the world, and he gets paid for it. As his life
is a model of integrating the external and internal, it is not
surprising that Dave’s list of books includes titles that repre-
sent his attention to his inner and outer life. The Tao of Being
by Ray Grigg, Illusionsby Richard Bach, and Oh the Places
You’ll Goby Doctor Seuss join Do Less, Achieve Moreby Chin-
Ning Chu and It’s Only Too Late If You Don’t Start Now by
Barbara Sher.
As you have chosen to be part of the commercial end of
photography, reading about business principles is important.
Ted Rice of Ohio has steadily built a successful career photo-
graphing people in his own unique style. Initially servicing the
editorial world, Ted’s client list has grown to include national
graphic design firms and advertising agencies.
“Good to Greatis the book I would recommend to any pho-
tographer,” he states. “It is a business bestseller that it is simply
written and articulates principles that the author discovered
were inherent in companies that achieved long-term success.
Those principles apply to sub-micro-mini-businesses as well as
Fortune 500 companies.”
My personal favorites include the following:
The Tipping Point, by Malcolm Gladwell, is a fascinating look
at trends and ideas and the magic point that occurs when the
trend crosses a threshold, tips, and spreads like crazy among
the public.
The War of Art, by Steven Pressfield, should be on every
creative person’s bookshelf. It details the resistance that all cre-
atives experience, and in a funny, irreverent, and spot-on styleChapter 22.qxd 6/25/07 7:23 AM Page 143