There is an interesting article here that highlights the need for designers (in our case, photographers) to be knowledgeable in business. The title of the article is “Wanted: VPs of Design,” by Jessie Scanlon.
http://www.businessweek.com/innovate/content/aug2007/id20070829_407662.htm
Comment and question from a reader:
“But I think alongside the inescapable technology upgrade is the upgrade of photographic style as well. Or is it more important to be consistent? Do we change our output to look like what’s in vogue? Years ago, gritty, urban (i.e. grainy, low saturation) photos were the rage, found often in jeans adverts to appeal to the youth market. Then somehow that morphed into the metallic look (high contrast, hard lighting) which still finds itself applied to most fashion magazines nowadays. In short, must technique & technology keep together?â€
To be successful in selling to both loyal and new customers, an apparel store must offer some standard designs as well as have a rack for new styles, following what is trendy at the moment. But the combination of standard pieces and new styles is not enough. If it wanted high-price items (where mark-ups are greater), it must present its own exclusive and innovative designs.
What does an apparel store have in common with a photographer? Both are offering style.
As suggested in the comment, a photographer can choose to be a consistent one-style photographer, a trend-follower or a trendsetter.
Each decision has its pros and cons and a photographer, to be highly marketable, will need combined doses of each.
If a photographer stuck to one style – then he would probably be best known for that style, and would get a faithful following among those who seek that style. He would be identified with that style. He would be top of mind when customers want that style. However, those who require other styles would not go to him, thereby limiting his market to a small, albeit faithful, group of customers. His investment in equipment and training would be minimal, but unfortunately, so would his staying power, as there is always the danger that his style would become passé rather quickly.
On the other hand, a trend-follower will flit from one new style to another, and will need to constantly re-tool and re-learn, without gaining the reputation of being an expert at any particular style. Those who want to go by what is fashionable may go to him, but will not stay with him, as they, too, are constantly seeking new photographers with new visions. As the photographer hops from style to style, so will his customers - from photographer to photographer. Without his own style, the market may be confused at what he is good at.
A trendsetter stands out because he does not follow other photographers’ styles and sets out to introduce his own. This innovative attitude is brave but he will need lots of time for experimentation. Plus time and expense to market his new innovations. Therefore, his photography will tend to be expensive but he will find clients who are willing to spend more to go with his groundbreaking ideas.
Confused which one you should be? There is no need to be. Like the apparel store, there is a way for a photographer to combine different approaches.
Find the right mix for you. Combine appropriate doses of each approach. A photographer cannot afford to stay within the confines of his studio without learning what is going on around him. He needs to know what new styles are attracting customers. At the same time, he should be discriminating and adopt only those styles that fit his own image and concept of what kind of a photographer he is. Lastly, he should set aside time for his own experimentation so that every now and then, he can innovate and set his own trends.
If you’re into the business of photography for the long haul, you’ll find ways and time to experiment until you find the combination that is right for you.
If only I could just send this comic strip dated August 8, 2007, whenever we are being asked to work for free:
http://www.whattheduck.net/