How to Succeed in Commercial Photography : Insights From a Leading Consultant

for. Don’t rush here. Pay attention, as what you learn may be a

catalyst for your future personal and creative growth.

When talent is stuck, some may choose to go it alone, decid-

ing to work through these times as well as possible. Others seek the

help of trained guides. Ian Summers is one of those guides. Well-

known, respected, and loved by the many creative people he has

worked with, Ian consults one on one and holds Heartstorming

workshops throughout the country. An artist in his own right, Ian

entered our business on the client side. A creative director

for some of the largest ad agencies in New York, Ian ultimately

landed at Random House as the creative director for the publish-

ing giant. Through a series of steps and, as Ian acknowledges,

“missed steps,” Ian found himself on the outside of the industry

that had defined his career. This was a low point in his life.

A man who knows how to listen to his inner being, Ian

decided to turn a tough time into inspiration and a new career

advising talent was born.

For the last twenty-one years, Ian has devoted his time to

helping creative people understand again why they are here

and get back into what Ian calls “alignment.” Many creatives

who experience immobility have turned to Ian for his help. Ian

describes this process:

Artists of many disciplines come to me for help

overcoming their creative blocks. Those who seem to

have the most trouble come from the commercial art

fields of photography, illustration, graphic design, and

art direction. I find that blocks experienced by com-

mercial artists often come from the confusion between

art and commerce that they may sense but do not have

words for. Commercial artists often choose their profes-

sion because someone along the way told them that if

they were to be an artist it is necessary to make a living.

So they wander into a field that demands problem

solving, which I believe to be the antithesis of creating.

In this country and in most fields, we are trained to be

problem solvers and we are rewarded by how innovative

and practical the solutions may be. With problem

solving the impetus comes from the outside; someone

presents you with a problem. The role of the artist is to

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