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

creative thought, which results in better creative work,

which results in a better portfolio (online and print),

which results in attracting better clients who are willing

to pay well because they recognize the value of the

creativity in your work.

All of this is essentially saying that photographers

who honor themselves, their work, and their lives mani-

fest their values by running their businesses in this

manner. They also demonstrate respect for their col-

leagues and the industry as a whole. They even show

respect for their clients. After all, when a photographer

prices appropriately the usage for an image for an ad

with, say, a million-dollar placement, they are showing

the other creative involved and the end-client that all the

creative work is worthy of that placement cost. “It costs

more because it is worth more” is the old line, and true

it is. The best part of living your life and running your

business in a values-based manner (of which the licens-

ing system is one facet) is that you then are living and

working congruently with your authentic self. You make

no false promises, you don’t lie, and you don’t have to

juggle all the balls that deceit like that brings. You’re free

to focus on the positive, to explore your creative vision,

and to be the artist and businessperson you really are

inside. No apologies. And living in truth, well, you pretty

much can’t help but be successful.

When you chose to be a freelancer you gave yourself a

superb opportunity to create your own destiny. You signed up

to build a business that would meet your goals and would

function based on your values. Clearly, your visual inventory,

your choice of how you will service your clients, and your deci-

sions about how you will price and license your images are

three key areas about which you need to make decisions with

your values in hand. This is only the beginning, so start here

and begin to build a business based on your values—one that

is indeed a business to value.

CHAPTER1 / YOURVALUES, YOURBUSINESS

Chapter 01.qxd 7/3/07 12:19 PM Page 9