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

PART2 / VISION

Zave continues by describing how he responded:

In the past if business was slow, I would just shoot a

photo for a new mailer. I knew that this time I was in a dif-

ferent place. A very different place. I needed to develop

new visual revenue stream. I needed to create a new book.

What I did not know was that the experience would not

only change my vision but that it would change me.

I decided to take the plunge. I was committed to

building a new portfolio that not only showed where I

had been but where I’d like to go. I wanted to craft a

portfolio that when sitting on a conference room table,

surrounded by a group of its peers, would reach out

and grab a creative director’s attention. It had to be a

portfolio that was so special that I could not wait to

show it. Up until then I had found myself making excus-

es while driving to appointments. My new book would

shift my attitude, jump-starting me into action.

Zave’s decision put into motion a full-blown portfolio build.

We edited existing images and were left with three as we began

our process. The following months found Zave and I concepting,

brainstorming, shooting, and editing, then repeating the process

over and over. Fourteen months later we had our first book.

Zave describes the process for his perspective:

Once I began, reality set in and the first few weeks

I felt as if I were at the base of a very large, tall moun-

tain whose peak is hidden behind the clouds, and all I

had was one pair of shorts and some old Nikes. I was

grateful that I had a guide. My consultant’s job was to

show me the way. While she kept me on track, I realized

that the climb was still mine to make.

What was it like at the base of the mountain? There

was a sense of glee that you might have before any trip.

There was a sense of fear as I questioned if I was up to

the task. There was a sense of mistrust, wondering if I

had chosen the right guide and if she could really help

bring me to the top. But I persevered through all of the

challenging experiences.

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