exception of those shooting fashion, editorial portraiture, or
documentary) photographed people, and the term “lifestyle”
didn’t exist. Advertising was pretty much a world of still life and
product. Today, lifestyle has developed into the one of the
strongest styles and the use of this visual imagery crosses into
every market.
Regardless of whether the change you are looking at is a
trend or habit, it would be wise to ask yourself, Does this new
way of creating best serve me creatively, financially, profes-
sionally, or not at all? In order to determine whether this
new “option” will benefit you and your business, do some
exploring.
If the trend or habit is visual, start looking around and
begin to notice where it is being used. Are buyers in your
industry using this approach? If not, can you see an applica-
tion for it in your market? How would this new way of seeing
benefit your images? Then ask yourself: Will this be a minor
addition to your visual arsenal or will you be completely
changing your whole approach? Does it require the purchase
of new equipment? (Think film versus digital capture here.)
Or is the method easy to accomplish with the tools you cur-
rently have?
Finally, go within and ask your higher self if this new option
is truly what you want to do. Does it excite you and get you
recharged?
Make sure that you have a good grasp on the answers to
these questions—they will help you to determine whether
(and why) you should invest your time, energy, and funds on
this new photo choice. Once you have the answers you will
be able to make a conscious choice, and the chances are
excellent that your choice will benefit both you and your
business.HOW THE STOCK OPTION
CHANGED THE BIZOne of the biggest visual trends in photography (one that
I hope becomes a habit) is the ever-increasing demand from
clients that photographers show them their visual approach toCHAPTER17 / HABIT ORTREND?Chapter 17.qxd 6/25/07 7:21 AM Page 105