You know I'm optimistic. Especially if you've been reading my 'I Am' blog posts for any length of time. I see opportunities where most see obstacles. I'm hopeful, bullish and upbeat about the future of photography - no question about it! I love this business. But as in life, optimism needs to be tempered with realism. So that's exactly what this post is about. Being realistic. Matter of fact. Down to earth. Commonsensical. Level-headed advice from a pro who has been around the block.

Be realistic about your career choices. Succeeding, as a career photographer, is hard. Real hard. It's demanding. Fatiguing. Wearying. Formidable. Rigorous. Even punishing. So if you're choosing photography as a career, you've gotta be realistic. You have to understand and appreciate what you're getting into.

Thousands enter the business annually. Few make it past their first year. Because it's tough, taxing, testing. Only the strongest and most tenacious survive. It's always been this way. It will always be this way. Photography graveyards are full of headstones of career newbies who were more in love with the ideology of a lifestyle than the reality of a profession. Get perspective. Get real.

Put the fame and fortune aside. Look instead down the tunnel of hard work, long hours, gradual success, hard to find opportunities. This is photography today. Is it for you?

You have to know strongly and firmly, deep in your heart, that you've been called to be a photographer. I'm dead serious - called! That's right. And to succeed, you have to almost believe that there are no other career options for you. That the voice inside you is so strong, thunderous and deafening that your only course of action is humble obedience and willing allegience.

Photography is not for the casual. Not for the faint of heart. Not for the timid, tenuous, doubtful. And it's surely not for the lackadaisical commitment.

The work, at every level, is undoubtedly hellish, herculean, rigorous. It's going to take every ounce of energy, imagination, vision and mission you have to not only jump-start you, but to also prod you along this road less travelled. Does that frighten you? Excite you? Or perhaps both?

If it were an easy profession to succeed at, then everyone would be doing it. It's not easy. Not at all. Especially if you want to get to the top. And especially the first couple of years - which will undoubtedly be wearisome and toilsome. Trust me.

Do you feel summoned? Urgently called? Do you have the skills, gifts, temperament to stand up and stand out? Are you prepared to fight through disappointment, discouragement, even despair? Overcome the odds? Stay true to your calling at all costs? At all risks? With reckless abandonment?

Are you ready to wear multiple hats? Shooter. Post-processor. Printer. Business person. Accountant. Banker. Lawyer. Marketer. Self-promoter. Director. Producer. Editor. Videographer. Is that soulful tug so strong, intense, and fierce that in spite of challenging odds...you feel compelled, mesmerized, spellbound to obey the voice within?

There are no easy roads here. No shortcuts. No secret passageways. No detours. No roundabouts. Career success means facing these challenges head on. Month by month. Day by day. Hour by hour.

The good news in all of this (if you've managed to read down this far) is that there are rewards, treasures and life gifts beyond imagination waiting for you. Waiting on the other side of the fence of conscientiousness, indefatigability, perseverance.

Looking back over a 30 year career, I've had my share of ups and downs. But without hesitation or vacillation, I can say I wouldn't have it any other way. What a life. What a career. What a profession. What a calling.

Be of good cheer, my friends. See you on the other side. Let's break bread together.

Back in the 80's, I was a co-executive creative director of a marketing communication and production company that made marketing stuff for clients. Great clients. And great stuff - video, film, annual reports, corporate presentations, large-scale meetings, etc. It was this experience that helped me cut my teeth on being both a producer and director. In the plethora of film and video projects we commercially produced, I learned quickly that a director directs. And a cameraman shoots.

In other words, it's the director's job to block and talk to the talent (models). While the cameraman assumes more of an execution and influencing role in the creative process. To this day, the process remains the same - directors direct, camerapersons shoot.

In still photography, unlike it's filmic cousin, the photographer has to play an active role in both directing and shooting (most photographers, myself included, would have it no other way). Especially in portrait and lifestyle photography today, the photographer has to cast the talent, block the talent, get the best out of the talent. This is the photographer as director. Then the photographer has to put on his/her other hat, as shooter, and execute the shot.

Photographer as shooter is normally more obsessive about technical details - exposure, lighting, composition, context. Photographer as director is more obsessive about casting, blocking, posing, interacting, content.

There are, in my opinion, a zillion competent and capable photographers who are good shooters. They get good exposure. Good compositions. Good lighting. Good focus. Good shots. There is a significantly smaller pool of photographers who are as equally good at directing as they are at shooting.

Directing skills require a different part of the brain to be at work. And go so much deeper than technical competency. Director skills, especially with talent, require that a photographer superintend, orchestrate, and preside with unswerving control, command and leadership...to get the very best emotion and narrative out of those in front of the camera.

I see so many shots that are technically good...but lack soul, point-of-view, authorship, emotion. Too sexy. Too serious. Too blah. Perhaps this is an indication of a photographer with strong shooter (technical) skills. But subpar director skills.

You can tell the photographers who have powerful and dominating director skills. Their pictures are not only technically solid...but they teem and beam with genuine emotion, authenticity, believability, lifestyle and portrait legitimacy.

You see, it's the combination of these two skills - shooter and director - that take photography to a new level. It's also the kind of honest and natural photography that photo buyers and users, worldwide...covet, hunger and yearn for. Real people. Expressing real emotions. Shot in real locations. Celebrating real concepts and themes.

As a people shooter, learning and leveraging director type skills just might be the unsung secret weapon that will take you to the next level.

Learn the craft first. So you're not fumbling and floundering with the technical aspects of photographic execution. Then, with all your might on the subject at hand, make a candid and open connection with the person you're shooting. Give a pep talk. Mime if you have to. Do whatever it takes to make sure the person you're shooting gives you the exact sort of emotion you're looking for.

If you watch the great lifestyle shooters in action, the camera gear is secondary. The main focus of these successful shooters is rapport, eye contact, touch, connection, engagement. The photographer director is tough and tender. Firm and gentle. Intuitive and straightforward.

Are your people shots technically good but emotionally bankrupt? Pleasing to the eye but not so pleasing to the heart? If so, put down the camera for a couple of sessions and direct only. Let someone else shoot and you engage with the talent. It could very well be a career changer for you. Direct, then shoot!

I just spoke at the 2010 Spring Creative Meeting for Blend Images (@blendimages on Twitter). The topic was Photographer Makeover: Creating on Online Thumbprint for the Social Web. You can find a copy of my slidedeck here. The presentation was well received.

What surprised me most from this audience of 75 people was the number of positive comments I got, before and after my presentation, to my ongoing 'I Am' series here on my blog. Not surprisingly, this content seems to be resonating with a lot of people. I am thrilled about this!

What was and continues to be admittedly awkward for me is that for the first time in my photographic career...people are appreciating my writing as much as my photos. But this shouldn't surprise me. After all, this is exactly what I've been preaching here for months. Namely that a photographer's blog is the ultimate destination for creating a context for your content.

People buy based on emotion. This has always been the case. Then they look for facts to substantiate that emotional decision. Blogging is the emotional hook, or context, for your body of work.

More than perhaps any other time in history, photo buyers want to know more about you before they hire you. They want to look under the hood and see who you really are before they give you that project, job, purchase order. They want to see what your tone is like. What sort of attitude you have. What words and phrases you use to describe your business and workflow. What your nature is like. How you relate to people. How people relate to you. In short, they want to know just as much about your personality as your portfolio.

The days of buyers strictly making purchasing decisions based solely on the strength of a portfolio are long gone. Today's buyers want to know just as much about who you are as what you do.

Think about the traditional portfolio. What does it really tell you? Frankly, not a whole lot. It hints at a photographer's competency, style, vision, aptitude. But it's only part of the story. What about timbre, tone, temperament? Does the traditional portfolio tell the prospective buyer whether the photos were actual paying gigs or shot on spec? And what about the photographer's ability to execute under pressure, deadlines, budget, constraints? Enter blogging.

Blogging is the ultimate context for your content. And, if done correctly, will do more for your photographic career than haphazardly investing thousands of dollars on a traditional portfolio with minimum reach and scope.

Don't misunderstand me. A strong body of work will always be the foundation to getting new work. Absolutely. But you need to blog to help complete the narrative. And you need to blog regularly. A good blog wonderfully mashes up portfolio and personality. Content and context. What you do with who you are. Aptitude and attitude. Message and media. Professional narrative with personal narrative.

Blog your heart out. Let people in. Show your true self. Treat the world not only to your photos...but your words, stories, experiences, emotions.

We don't use the word 'nimble' that often, but we should. Especially today. I like it. It has a nice ring to it. Nimble implies moving quick and easily. And usually has an element of gracefulness attached to it. Being nimble also implies skillfulness to adapt, make changes, rearrange, reorder.

Let's face it. We're creatures of habit. All of us. We don't like change. And we don't like to change. Because change is hard, difficult, awkward. Change is the road less travelled. But to survive, we need to change. And change regularly. We need to add new words to our lexicon like nimble, agile, lightsome, shrewd. And replace words like stuck, stagnant, bogged down, trapped.

I've always been an early adopter. Partly because I have a low threshold for patience and a tendency for boredom. I like new things. I like to change things up. Regularly. I'm a better starter than finisher. I usually have way more plans and ideas than I have time, energy and resources to execute. But that doesn't deter my obsessive list-building and desire to write everything down. My nimbleness is both a strength and a weakness.

But, over the course of my career...my ability to change, adapt, reconstruct has served me well. And been more of a powerhouse than a liability. As the nursery rhyme says...'Jack be nimble, Jack be quick, Jack jump over the candlestick'. And the lesson? Jump over the flame too fast and you'll blow the candle out. Jump over the flame too slow and you'll burn your back side. :-) Find a balance!

In this internet economy, being nimble and agile is what is driving new business today. It's the ability to recognize opportunity. Act on opportunity. Take your business in a new direction. And do it all with speed, grace and skill.

Because speed is everything, you may not have all the details to make a 'comfortable' decision. But you've got to make that decision anyway. That's what being nimble is all about. What's the worse that could happen? What's the best that could happen? Be quick and light in movement. Take action. Be nimble. And do it with acrobatic ease.

If you're nimble and agile, you'll find yourself in a much smaller competitive pool. Use that to your advantage. While others are evaluating, you are implementing. While others are weighing options, you're putting a plan in place. While others are talking, you are walking.

Who cares if not everything you try to implement succeeds? At least you tried. At least you showed guts, courage, determination. This sounds like a cliche, but it's true: 'Tis better to have tried and failed, than never to have tried at all.

I'm not good at living with second guesses. I bet you're not either. Your gut will tell you when it's time to remake, remold, remodel, replenish, refurbish. So go ahead...alter, modify, amend, adjust, evolve. Be nimble. Be quick. And don't forget to jump over that candlestick.

I get a little antsy following photographers, especially in social media, who are seemingly 'faultless' or 'without shortcomings'. How is this possible? These photographers never show us any chinks in their armor. No cracks. No failures. No confessions. No weaknesses. No mistakes. No fissures. No fractures. No faults. No vulnerability.

I would argue, after three decades of being in the business, that the less vulnerability one shows publicly...the more vulnerable one actually is.

Vulnerability is not a liability. It's a strength. Vulnerability is strength under control. Strength in check. People aren't attracted to us because we're perfect. It's actually our imperfections, blemishes and flaws that aggregate friends, followers and fans to our side. I don't know a single photographer that is perfect. Not even the ones at the top. Or should I say...especially the ones at the top.

It's unhealthy and unproductive, for those of us who have been in the business a while, to even remotely suggest, to the new emerging class, that we struggle any less than they do. We don't. I can attest to this. We are all one and the same. We succeed, we fail. We triumph, we trial. All of us.

We do have faults. We do fail. We are unsuccessful. Things do backfire, collapse, fall through. We wear down. We break down. We blow up. And screw up. We disappoint. And malfunction. Because we are human. And because we are vulnerable. None of us are exempt. So why then don't our heroes tell us more about this?

I love it when other photographers show me the chinks, kinks and cracks in their armor. It doesn't push me away. It endears me to them. It makes me want to know them better. Buy their product and services. Join their tribe.

I can only relate to people like myself. And since I'm admittedly imperfect, I'm attracted to imperfection. As are most photographers.

I think, going forward, we're going to see more and more photographers who are transparent and translucent in their business practices. Again...openness, straightforwardness, candor attracts and keeps us all accountable. The days of spin, exaggerated PR, falsehood are long gone. I would even go so far as to suggest that if those you are following and building community with are not vulnerable...then you should immediately find photographers and communities that are. Being vulnerable is honest. And honesty builds relationships and communities.

I'm not talking about false humility here. But a genuine recognition of your own limitations. And a willingness to publicly share that with your tribe and community.

We stand in the shadows of greatness, not because we are perfect. Or flawless. Or utopian. Oh no. We stand in the shadow of greatness because we're comfortable in our own imperfection. And have found dignity and strength in joyfully embracing our cracks, scratches, streaks, scars, bruises.

We are vulnerable. We will always be vulnerable. We will go to the grave with our shortcomings, weaknesses and deficiencies. But we will do so loudly, publicly, happily. I am vulnerable.

If you're trying to make a living in photography, then the first thing you need to learn (and learn well) is that it's not about you. It's about the customer. It couldn't be plainer.

Photographers, myself included, have a tendency to focus on achievement, accomplishment, attainment. Customers don't normally care about this stuff. They really don't. They care about their needs. And about you, the photographer, providing a solution to their needs. At a price they can afford. And at a quality level they can appreciate. Simple proposition!

A lot of photographers, even pros, spend way too much time boasting and bragging about their own narratives when they should be spending more time listening and learning about customer narratives. Focus on others. And you'll get more work.

Generally speaking, in almost any 'selling' conversation...you should be spending at least 75% of the conversation listening, not talking. And the other 25% asking questions. Too many photographers get this backwards. Again, focus on the customer. Not yourself.

Insecure photographers talk more about themselves. Secure and confident photographers focus more on what customers want and need. Remember, in most sales and marketing situations...you're not trying to prove your reputation, but provide a solution. Continuously deflect conversations about yourself back to the customer. Most don't care, per se, about what you have done. They care about what you're going to do for them.

You increase 'customer confidence' when you talk less about your exploits, and more about customer experiences. Less about your successes, and more about customer wins. Less about your achievements, and more about customer attainments. Being able to sincerely listen tells customers you care. Talking about yourself communicates the opposite.

What photography customers are most attracted to is not achievement, trophies, plaques, awards. Not at all. What today's photography customers are most attracted to is humility, genuineness, selflessness, gentleness, transparency, authenticity. This only comes from you focusing on them. Not yourself.

Focusing totally on the customer is also a freeing tactical experience, too. It takes you off the soapbox. Brings you down from the mountain top. Frees you from your obsession to perform. It puts you on a level playing field. Eye to eye. Heart to heart. And most of all...it works.

So save all that bragging for the local camera club. Not for customers. When you're with customers, focus on them. Trust me, the universe will reward you for your benevolent and bounteous attitude.

For quite a few of us who have turned pro, we can point back to a moment (or moments) of being transfixed about our careers. Stopped motionless with wonder, amazement and astonishment that we were called to photography. And called to be a photographer.

For some, the moment is quiet and subtle. For others, it is forceful and thunderous. Regardless, for those of us who have been transfixed by photography...this vocational summons guides, pilots, shepherds us along our zigzagging career path.

For me, as an emerging pro, being transfixed was not just an occupational calling...but a pre-occupational calling. It was something I had to do. A professional obligation. A life work. A gut-wrenching mission and commission. A tug from within. A pull on the heartstrings. A spiritual prodding.

Ansel Adams was transfixed the first time he saw Half Dome at Yosemite National Park. I was transfixed the first time I saw Machu Picchu. Then again at the Taj Mahal. Then again at the Statue of Liberty. Then again at the Great Wall of China. And the list goes on.

Being transfixed temporarily freezes you. Stops you in your tracks. Delightfully paralyzes you. Renders you motionless. So you can be one with your thoughts, your emotions, your mind, your spirit, your inward journey.

Yes, if all of this sounds spellbinding and hypnotic...that's because it is. Photography, for those who have eyes to see and ears to hear, is a bewitching and enthralling craft. It captivates, entrances, enthralls, enraptures you. Body, soul and mind. It takes you to places, physically and emotionally, that you never dreamed of going.

There may be many things that transfix us as photographers. Landscapes. Emotions. Experiences. Events. Locations. People. Monuments. Moods. Light. It's all the same. We stop. We reflect, muse, meditate about our career paths as photographers. These transfixed moments assure us of our high calling. Our mission, journey, crossing.

It's so important to remember and treasure these moments. These moments will be our signposts when we're at a crossroads. Our lantern in the darkness. Our roadmap on the road less travelled. They will prop us up when we are defeated. Fuel us to go the extra mile. Give us the courage and determination to push forward in spite of unfavorable circumstances.

And not only can we be transfixed ourselves, but we can also play a part in transfixing others. How powerful is that? We can be transfixers...because we are transfixed.

Ironically, bring transfixed brings you to a short-lived standstill. Usually in deep appreciation, thankfulness and gratitude for your calling. Yet it's this immobilization that becomes your motivation, your fuel, your fire for carrying on. Transfixing stops and, at the same time, propels you.

I am admittedly transfixed by photography. I am transfixed by what it does to me. I am transfixed by what it does to others through me. I am forever and hopelessly spellbound, riveted, gripped. I am unapologetically mesmerized and enraptured by what I do.

I will cherish these transfixed moments. I will hold them in my heart. I will keep them safe in my mind's eye. And I will devote myself to them all the days of my photographic life. For I am transfixed.

I love the Old Testament story of David and Goliath (I Samuel 17). It's an age old story of how a lowly shepherd boy, and unlikely hero, with only a staff, common sling and five stones toppled the Philistine giant, Goliath. Even if you're not a biblical follower, this crystal clear metaphor is strikingly applicable to all photographers.

To this day, when reading this story...I still chill up with goosebumps. And am inspired to face my own giant problems with my own staff, sling and five small stones.

As photographers today, we have so many Goliaths in our paths. Recession. Economy. Keen competition. Limited resources. Fear. Insecurity. Panic. Apprehension. Over-saturation. Market decline. Any one of these, in and of themselves, is crippling. But in aggregate, they're paralyzing. They are giant problems. That need to be faced, battled and even defeated. With great solutions.

David, probably a teenager at the time and youngest son of Jesse, refused to put on the king's battle armor. He chose, instead, to wear his tunic. Because that is what he was comfortable with. He was playing to his strength.

The terrifying giant, Goliath, with his sword, spear and javelin, was seemingly no match for the small, untested David, with his staff, sling and stones. But we all know how the story ends. David triumphs. And he triumphs almost beyond belief.

The metaphors and lessons here are endless. David took action, in spite of terrifying and debilitating odds. He believed in himself. He had faith. He found a hole in the armor and sank a stone in the giant's head. He played to his strength. He believed that his own weaponry, although seemingly inferior, could and would challenge the mighty battle-worn weaponry of Goliath.

What Goliath's are you facing? What staff, sling and stones do you have in your arsenal? Do you believe in yourself? Do you have confidence to compete? Do circumstances paralyze you? Or do you paralyze your circumstances? What armor are you refusing to wear? Are threats, criticism, insults stopping you in your tracks? Or are you standing tall, against the giant's threats?

For the first time in history, the internet has leveled the playing field - now and forever. You, a lowly photographer, can compete with giants. You have the resources within reach to tame and topple those that oppose you and your plans. To conquer and rise victorious. To turn a seemingly impossible situation into a moment of triumph! To stand up. And stand out.

So go collect those stones. Look for chinks in the armor of your competition. Believe in yourself. Have faith. Hurl away. Stand proudly on the head of Goliath. This is your day. This is your battle. This is your moment.

There are two kinds of photographers today - survivors and thrivers. Survivors, a much larger group of the two, persevere. At all costs. Survivors pull through. Hold on. Carry on. Persist. Remain steady. Survivors are tough. In spite of their circumstances or surroundings. They remain steadfast in the face of hardship. Survivors survive. And this is where most of us are living these days. We're suriviving.

Thrivers, on the other hand, are a much smaller group...who seem to flourish, prosper, boom, and succeed at almost everything they do. Magically. Seemingly without effort. Every move they make turns to gold.

I'm smack in the middle. I'm financially a survivor. But emotionally a thriver. How can that be? Simple. Attitude. Remember what I keep saying about attitude being the differentiator. And how a healthy and positive attitude, in life and career, will help you better manage the survivor struggles you face today.

I don't honestly remember any time over the past couple of decades where I've struggled financially as much as I am struggling today. I'm a financial survivor. Without a doubt. And without shame. Times are tough. Real tough. So we need to be tougher than the times.

Yet on the other hand, I also don't remember ever being so emotionally connected to my photography and community than I am today. I'm an emotional thriver. My creative synapses are firing on all cylinders.

It seems a tad odd and awkward that this blatant dichotomy would exist. But it does. So I'm taking notes. And trying to learn everything I can. To be a better person. And to be a better photographer.

In tough times, I'm a huge fan of the 'spaghetti principle'. Throw it against the wall and if it sticks, do more of the same. If it doesn't stick, find another plate. Simple. But effective. And, man, do I ever have spaghetti stained walls to prove it!

In these uncertain times, it's going to take a lot of experimentation and diversification, from each of us, to find just the right mix for survivability and sustainability. And it's going to take you branching out from relying strictly and solely on your photography services.

I wish I could just shoot. I wish clients would hire me for my core strengths. I wish I was shooting those big-budget campaign projects. I wish i wouldn't have to stretch myself thin and be photographer, Photoshop expert, customer service rep, workshop leader, blogger, marketer, brander, ardent self-promoter, accountant, banker, father, husband, friend, etc. I wish. I wish. I wish.

Tough times don't accommodate wishful thinking like this. We can still dream, but we need to temper this dreaming with a practical, sensible, workable plan to diversify and experiment. Survive financially. And thrive emotionally.

In my world, in addition to shooting, I'm throwing a lot of spaghetti at the wall to see what sticks - e-books, webinars, photo tours, boot camps, podcasts, member sites, consulting, developing training content, portfolio reviews...and the list goes on. Some of these initiatives will potentially earn direct, supplemental income. Some of them will result in passive, indirect income. But all will help me think more about photography as a 'process' rather than a 'product'.

I don't know what your diversity path will look like. Only you can determine that. But I do know you need to be thinking more broadly about plans, projects and platforms other than just photography. Broaden your horizon and scope. Think about what steps you can take today to help you diversify and experiment.

Let's get back to attitude. Trust me on this. Having a thriving, positive, affirmative attitude will alert you to opportunities that you might otherwise miss because of a less-then-optimistic attitude.

It's okay right now to financially survive. We're all in this together. And there is no shame in struggle. But, in addition to financially surviving, you also need to be emotionally thriving. This is key. Struggle with a good attitude and you'll likely survive. Struggle with a bad attitude and you're doomed for failure.

Rather than focus on the obstacles, focus on the opportunities in front of you. A buoyant attitude, even in tough times, will keep you watchful and attentive to good things that may be just around the corner. Hang in there. Survive and thrive. You can do it. I know you can.

And don't get too deflated or discouraged thinking that it's your skills that have fenced you in to this survival box. It's not. It's the economy. Even a lot of big-name shooters I hang with are in the same boat. Trust me, none of us are immune. So rather than lose respect and confidence in yourself...cheer up. Stay strong. Stay hopeful. Survive today. Thrive tomorrow. Or maybe survive and thrive today, like me.

Even if you find yourself surviving today, at the very least cloak and cape yourself with a thriving attitude, outlook, viewpoint. Those who are financially surviving, but emotionally thriving, have a far greater likelihood of bearing this economy, rising to the top and prospering like so many that have gone before us.

Stay indomitable. You are lion-hearted. You are unconquerable and unassailable. Circumstances will not defeat you. You are strong, steadfast, staunch. You will win. Stick to the plan! Survive and thrive!

Is the traditional stock photography market broken and in need of repair? Yes. Does the current market favor buyers and not creators? Yes. Are most photographers making less revenues than they did a few years ago? Yes. Has the entrance of microstock permanently altered the landscape of stock photography? Yes. Is stock photography supply outstripping demand? Yes. Is it getting harder and harder to earn a consistent living in stock today? Yes. Is stock photography dead? No. Absolutely not. Not by a long shot. And not even close.

This relatively young and buoyant industry, while experiencing some redefinition challenges, is very much alive and well. And is going to be around for a considerably long time. Perhaps not in its current form. But photo buyers will always need content. As a matter of fact, there has never been a more insatiable appetite for pictures than what we are seeing and experiencing today.

However, it would be naive and irresponsible, as a veteran and insider, not to suggest that the industry is metamorphosing. It is. Big time. That is pretty obvious. And although some of this transforming is ugly and painstaking, it is necessary. Very necessary. On the other hand, some of the transformation taking place is flat out beautiful. And a wonder to behold. And will ultimately contribute to the long term sustainability of this industry.

Stock photography is a business. And like all businesses, in all industries (large and small), it's compulsory, even mandatory...to remodel, reshape, reconstruct, rebuild, reorganize, retool. Stock photography, as a business, is no different. And that is exactly what we're experiencing today.

As a photographer, don't give up on stock photography. I promise it won't give up on you. Stock photography has provided an enviable lifestyle for me and my family, as it has for thousands of other content creators. I am, and will continue to be, one of stock's most ardent and passionate cheerleaders. Even in these tough times. Because I believe that stock photography is a business model that can and does work equitably for creator, distributor and customer alike. Maybe not always as equitable as many would like and hope for. But still a win/win.

Yes, the market is changing. Yes, the market is evolving. Yes, the market is morphing. Change with it. Evolve with it. Morph with it.

There will continue to be an unquenchable thirst worldwide, across all sectors, for great imagery. At all sizes - small, medium, large. And all licensing models - RF, RM, micro, subscription. Someone needs to step up and shoot this stuff. Why not you?

New market rules in stock photography are being rewritten every day. By both likely and unlikely heroes. This ain't your father's Cadillac. Do things the old way and you'll surely get the old results. The new mantra for next generation stock photographers is...smarter, faster, cheaper, better.

Produce or perish. Adapt or die. Change or dehydrate. It's a simple choice. You control your destiny. Produce mediocre work, expect mediocre returns. Produce great work, expect great returns.

All the low-hanging fruit is gone. Long gone. There aren't any get-rich-quick schemes here. To survive, and more importantly thrive, it's going to take courage, discipline, consistency, optimism, creative vision. And a lot of hard work. But there continues to be money on the table.

What to make money in stock today? It's deceptively simple. Many will confess. Few will embrace. Raise your game. Pace yourself. Think concepts, not subjects. Stop imitating, start inventing. Research before exposure. Storytell. Learn video. Play to your strengths. Sell direct and through distribution. Be frugal and thrifty in your spending. Focus on diversity. Test the micro waters. Balance speed, volume, yield. Pay attention to RPIs. Think world. Shoot your passions. Have fun.

There's plenty of money, opportunity and possibilities out there for the entrepreneuring stock photographer. Especially those who spend more time talking to customers than colleagues. More time in the field than at the water cooler. More time innovating and originating new visual spins on century old concepts, subjects, themes...than chasing, regurgitating and repeating the same old, tired formulas.

Photo buyers will always need photo creators. Always. The question is...will it be your photo? Do you have what it takes to create commonly styled, universal, qualitative imagery that will not only sell today...but will sell for years to come?

There are no bad guys here. No diabolical or fiendish plot to undermine, weaken and compromise. No one to point fingers at. No one to call names. We are here, at this point in time, because we are in an industry and business in flux. Shifting. Trying to find our way. Stretching. Veering. Maneuvering. That's what businesses do. They redefine. Reinterpret. Re-establish. All in an attempt to be profitable.

I don't know about you, but I'm sticking this out through the tunnel and coming out on the other side...smarter, better, improved, wiser, more prosperous. Stock is not schlock. Stock is not stuck. Stock rocks. Let's make some money!

The number one question I get from photographers considering migrating into social media is a 'show me the money' kind of question. In other words, photographers want to know, and rightly so, if they can monetize their involvement in social media. It's a legitimate question. But usually asked with a lot of attitude. As though ROI is the most determinative criteria for involvement in social media.

My good friend, Rosh Sillars (over at NewMediaPhotographer.com and @newmediaphoto on Twitter), talks about ROI in social media...not as 'return of investment', but as 'return-of-influence'. I couldn't agree more!

You see, in almost all social media platforms and communities, influence precedes invoices. Buzz precedes biz. Conversation precedes commerce. Connection precedes monetization. You can't talk capital and coin...until you talk character and content.

You can most definitely monetize your involvement in social media. But it will take time. A lot of time. Not unlike any corresponding offline efforts to market, sell, promote. There is plenty of money to be made in and through social media. But it will only come at the expense of bring a trusted, admired and highly respected content specialist.

If you're brand new to social media, it will be a lot healthier and productive to think of social media in these terns - influence, sway, leverage, clout, muscle, stature, rank, authority, power, command, rule. These drivers may, at some point, help you turn content into cash. But you'll never get to cash unless you develop a tribal following.

Social media, in it's simplest form, is about conversation and collaboration. Fan to fan. Friend to friend. Follower to follower. One conversation at a time.

If you consistently establish yourself as a content expert, and generously give great content to those who follow you...then yes, over time the door will undoubtedly swing open. And provide you a platform to monetize your products and services to your target audience. But again, I repeat, developing a context for monetizing your products and services takes a lot of time. And trust. And honesty. And credibility. And conversation. And consistency over time.

Don't show up trying to sell stuff. It just doesn't work. It won't fly. Social media audiences, across all platforms, have built-in radar against opportunists and salesmanship. Instead, show up with an open mind. And an open heart. Give freely. Without conditions. Then give some more. This is the true path to social media monetization that few will take. And even fewer...achieve. But those who do, will cash in.

Social media is not advertising. But it can set a context for advertising. Social media is not direct marketing. But it can set a context for direct marketing. Social media is not a direct sales channel. But it can set a context for direct selling. Social media is not a promotional channel. But it can set a context for self-promotion.

You share, before you sell. You hold out your hand in help, before you hold out your hand to receive. You learn, before you earn. You contribute, before you're contributed to.

Don't think of social media like a cash register. It's not. Think of it more like an open bar. Where there are lots of interesting folks and plenty of lively and honest conversation. Lots of give and take. No pressure. No salesmanship. No showmanship. Patrons helping patrons.

You can make money in and through social media if you go about it slowly, gently, diplomatically, cautiously. But don't do it as soon as you arrive. Pay your dues. Engage. Develop a reputation and following first. Commit to communicate. Join multiple conversations. Then, and only then, integrate a monetization strategy.

I have personally seen and read success stories from portrait, wedding and event photographers who have monetized social media. Some a little. Some a lot. Substantially more than those in advertising, editorial, corporate, and stock photography. But I'm also seeing signs of earning potential in these sectors, too. As more and more working pros join the social media conversation.

Remember, we're still on the cusp of this social media revolution. The rules of engagement are still being written. No one knows what the future holds.

What I do know, and have known my whole life, is that people buy from people they like. Trust. Connect with. Care for. Can rely on. Believe in. Appreciate. Engage with. So get this part right. Influence before invoice. Buzz before biz. Conversation before commerce. Connection before monetization.

There is plenty of loot, greenbacks, shekels, dinero, moola...for all of us to enjoy. Go slow. Don't get ahead of yourself. Don't let greed shorten your 'return-of-influence'. Pay those dues. Invest the time now. Then reap the benefits down the road!

My baptism into New (Social) Media came a few years back at a South-by-Southwest Interactive Conference (SWSXI). It was one of those deer-in-the-headlight experiences. A weeks worth of goosebumps, awkward laughter, and hair standing on end. An epiphany. A grateful moment of sudden revelation and insight. A new beginning. A line in the sand. A brave new world. A brave New Media world.

I didn't comprehend everything I heard that week. Not even close. But what I did comprehend...stuck to me like glue. And it's still sticking today. Big time. Small moments. Large consequences. An event that would forever change my notion about the science and business of photography.

You see, I had spent the last few decades as a commercial photographer...talking to the same 1000 or so colleagues and collaborators. Great connections. But limited scope. And I was shooting for the same dozen agency customers. This was my world. As I knew it. Powerful, but relatively small.

Enter new/social media. Now I'm talking to thousands of people a day. And it's not just me broadcasting one way answers. It's engaging, listening, sharing, learning, connecting. With an electrifying new audience of amateurs, hobbyists, prosumers, emerging photographers, vendors and customers. Small conversations. Large connections.

The world is now my oyster. And I owe this rebirth and renaissance, in large part, to new/social media. New media has given me a new set of eyes, a new voice, a new narrative, a new audience, a new mission, a new story to tell, a new opportunity, a new inspiration. This is my story. You, too, can have the same story.

Photographers ask me what social media platforms they should be engaged with. And in what order of priority. I tell both newbies and veterans alike...whether you're just starting or finishing your career, get involved in Twitter, Facebook, Linkedin, Flickr and Youtube. All of these new media platforms are musts for photographers who want to stay wired, connected, linked to their community. They are not niceties, but necessities. Not options, but professional obligations. Passing on involvement in new/social media is passing on what is perhaps the greatest opportunity of our time. To be somebody. To do something.

The aggregate amount of time I spend in new/social media really depends on how busy I am. If I'm busy, I obviously spend less time. If not so busy, more time. But regardless of whether I'm busy or not, I routinely invest at least 1 hour a day on Twitter. And another 30 or so minutes, in aggregate, on Facebook, Linkedin, Flickr and Youtube.

The key to Twitter, or any of the other social media platforms, is to have a reason to be there. Don't just show up. Know why you're there. Write it down like a mission statement. What are your goals? To become an expert? To grow your brand? To build a follower list? To increase your influence? To push traffic to your blog? To become a micro celebrity? To showcase your work? To find new business? To expand your personal network of freelancers, vendors, technology partners? What is it? Why join?

Without some sort of written guidepost, you'll be lost. And have no concrete, measurable means to evaluate whether you're succeeding or failing. Get a written plan in place. Make it simple. But at leat have one.

My plan, from day one, for being on Twitter and other social media platforms is to help pro and aspiring pro photographers to turn followers, friends and fans into clients, customers, advocates and brand evangelists. That's why I'm here. So far, so good. I'm staying true to my mission.

The key to developing traction and popularity in any new/social media is deceptively simple. Once you learn these steps, there will be no looking back...

1. Create compelling content.

2. Spotlight, feature and talk about others...more than your own successes.

3. Limit your signal-to-noise ratio (5 part 'signal', or content...to 1 part 'noise', or self-promotion).

4. Invest an hour a day to build your brand.

5. Don't quit (60% of new Twitter users bail 30 days or less after sign up).

6. Give more than you receive.

7. Don't too quickly introduce monetization strategies - wait until you have first listened, connected, engaged, built trust, and meshed with your community.

8. Build your fan base organically, one follower at a time.

9. Be genuine, transparent, honest, credible, positive, inspiring.

10. Don't be ugly.

Start slowly. If you're new to social media, it can be overwhelming at first. Don't try to tackle everything all at once. Pick a platform that best suits your personality and mission, then invest a couple of months, off and on as time permits, in learning the rules and etiquette of engagement. Once you have a good handle on that social media platform, you can move on to the next one. And then the next one and the next one...and so on until you're a social media mogul. :)

Trust me, it's not all that difficult. Tackle it in chunks, a little at a time.

Not to sound disparaging or discouraging, but it is my belief that photographers, especially in this relationship economy, have a better chance of succeeding if they embrace all new, social and digital media when shooting, marketing, branding, promoting. and building their business. As opposed to someone with above average technical skills but below average new/social media skills.

If you're a photographer and haven't taken the first steps into new/social media, then do so quickly. Hurry. Run, don't walk. It's not too late. If you activate yourself today, you'll still be considered an early adopter. And you'll still be ahead of the pack.

Photography and new/social media go hand in hand. They fit like a glove. A match made in heaven. Flip sides of the same coin. They were made for each other. Never before in the history of photography have we seen such a favorable intersection between opportunity, technology and methodology. The time is right. And the time is now. Not to be involved as a looker or lurker, but to be involved as an evangelist, a proselytizer, a crusader for the cause of social media. Social media, without a doubt, can help you grow your photography business and brand.

Legend photographers, of history past, could only have dreamed and wished for such opportunity. We each draw on opportunity to build our photographic business like never before. So don't wait. Get to it. Let's go. Blog. Tweet. Post. Facebook. Linkedin. Friendfeed. Youtube. Flickr. Stand up. Stand out. Be heard. Tell your story. Connect with the world. Let new media give you a new lease on life - your photographic life. Join the conversation. Today!

Just like Bad Blake (57 year old alcoholic singer/songwriter played by Oscar-winning actor, Jeff Bridges, in the movie Crazy Heart)...we all have crazy hearts. We do! We really do. Crazy as ever. Our demons and dragons might not be as severe or obvious as Bad Blake's, but they are most likely as deep and as personal. And troubling. And unpredictable.

We all know, in our heads, what to do. But we struggle to connect our heads with our hearts and will. And make those tough decisions that effect our person and profession. This has never been more true in the photography industry. And among photographers. We know more than we apply.

It's not about information. But rather determination and inspiration that will cradle us to success. It's not what we know. But what we do with what we know that will separate us from the pack. And propel us forward.

There is so much information available for photographers today. And most of it for free. How to shoot. How to build a business. How to brand. How to market. How to post-process. How to get new business and new customers. Podcasts. E-books. Webinars. Seminars. Conferences. Meet-ups. Tweet-ups. Blogs. Websites. Wikis. Online magazines. Photography schools and classes. It's all there for the taking. In arm's reach.

But even though we're all pretty good at aggregating and assimilating this information, we're not so good at applying the same to our lives and careers. Our heads don't easily seem to connect with our hearts and will. I would argue that it's not more information that we really need. It's the courage and determination to apply what we already know. Then let our crazy heart do it's job of inspiring, uplifting and rousing us to action. And anchor us on the path we should be on.

We don't need more information. We've got plenty of it already. We need inspiration, hope, optimism, promise. We need to balance the academics in our heads with the affection in our hearts.

A lot of folks have asked me how I've managed to amass such a robust Twitter following in such a short period of time. My answer - inspiration. Granted, I do my fair share of replying to DM's and mentions, drafting original content, creating polls, sending out links, featuring other photographers, etc. And try to give back more than I get.

All of these initiatives have resulted in a larger-than-normal follower count. I don't doubt that a bit. A lot of which directly relates to information. But my gut tells me that my message of inspiration, hope, encouragement, motivation, belief, conviction, assurance...plays a far greater role in building this community. I know that for a fact. I hear it every day. It's not the information - which we have in abundance. It's the message of inspiration - which comes in scarce supply.

Again, we're almost crippled with too much information. It's a classic case of 'analysis leading to paralysis'. We think we're serving our best interest by collecting, accumulating and aggregating information. And, to some extent, this is true. But more often, this information overload stops us dead in our tracks. It paralyzes us. And actually prevents us from making simple decisions.

We do not act...not because we do not know how, but because we do not have the courage to make those hard choices. And we don't leverage the inspiration, from our crazy heart, to support us along the way. It's fine to have lots of information at your fingertips. But couple that with inspiration. The only way we're going to succeed as photographers is to connect our crazy head with our crazy heart and crazy will. Head, heart and will - in combination.

I know we need to be informed. But we also need to be inspired. Rationalize with the head, assure with the heart and create habit with the will. Simple.

Do you have a mountain of collected paperwork in front of you that's preventing you from making a decision? Put it aside for a moment. Stop aggregating. It's time for a decision. You know what needs to be done. Find the courage to make that decision today. Then use that crazy heart of yours to poise, self-possess and give you the confidence you need to stay the course. Head, heart and will.

Bad Blake's crazy heart moment was...'I want to get sober'. His head connected to his heart and will, and good things came of it. The same can be true with you. What is your moment? What do you need to do today to connect with your head, heart and will?

I love information like the next guy. I'm an admitted information junkie. But information alone has not and will not solve my life and career problems. Information (head), coupled with determination (will) and inspiration (heart)...will!

"And this ain't no place for the weary kind. This ain't no place to lose your mind. This ain't no place to fall behind. Pick up your crazy heart and give it one more try." - from The Weary Kind, by Ryan Bingham

If you think that because I have 14,000+ followers on Twitter I know what the future holds - think again. I don't have a clue. I am as uncertain and insecure as you are about where the business of photography is going. But this won't at all stop me from planning, forecasting, building for the future.

I would be careful and cautious to embrace any advice from any photographer (myself included) who arrogantly claims to know what the future holds for their business and brand. There are no magic wands, silver bullets, lucky charms, crystal balls, amulets. None. Never have been. Never will be. You will succeed because of hard work, determination, discipline, commitment.

We are all in the same boat. The internet has leveled the playing field. For all of us. We all have a chance at success. Every single one of us. Old and young. Newbie and veteran.

I'm uncertain about a lot of things, but I am certain about this - building a successful photographic business and brand has more to do with strategy than serendipity. More to do with business leverage than lady luck. More to do with the stars in your eyes than the stars in the skies. More to do with good business practices than good fortune.

You hold the key. You call the shots. The future is in your hands.

I'm not at all discounting the probable likelihood of karma, fate, providence. As most of you know, I believe deeply in all of it. All have a place in the grander scheme of our lives and careers. But balanced with destiny and chance, I also believe strongly in taking control, taking charge, taking command.

You have the power within yourself to not only hold uncertainty at bay...but to confidently and courageously slay dragons, exercise demons, and put to death those mental and emotional serpents that keep you from succeeding. You can't blame anyone but yourself if your business isn't working. Fix it. You have the capacity and capability to do so. Every single day of your life.

You can go through your photographic life timid, scared, frightened, nervous. Always fearful of making a decision. And never have the conviction and certitude that you can win. And win big.

Or you can take a different tact and go through your photographic life and career with faith, belief, confidence in yourself that you were born to shoot. Born to make a difference in this world. Born to celebrate life through pictures. Born to do good with your camera.

You can get plenty of counsel advice, tips, pointers from others. It's in abundance. On every street corner. From every soapbox. And you can even pay a lot of money for it, too. But deep down in your heart, where it really matters, you know what needs to be done. You know the choices you need to make. You know the path you need to walk down. All you really need is grit, bravery, audacity to make those decisions that you know are right in front of you. And that, once made, will set you on a path to success.

Yes, we live in uncertain times. And we work in an uncertain industry. Complicated by an uncertain economy. But our mission, our vision, our passion, our action...does not have to be uncertain. We can courageously put a heartfelt business and life plan in place, today, that will care for us and our families for decades to come. The power is within.

It's up to you. Not to chance. It's a tough road ahead. But it is worth the struggles. No one but you can make these hard decisions. You have to do it. You have to turn fear into courage. Anxiety into hope. Trepidation into implementation. Panic into a written plan. And uncertainty into certainty.

I'll be right along side you. Learning and listening. Let's walk slowly and enjoy the journey together.

I don't know everything there is to know about photography. As a matter of fact, there is much more that I don't know than I do know about photography. But one thing I do know for sure about myself is that I'm fast. Lightning fast. Call me Jack Be Quick.

Right at the top of the list - almost every time I shoot with a paying customer or art director, they all say something along the lines of...'Geez, you're fast'. I smile back. Because I am fast. Jack Be Nimble, Jack Be Quick. It's part of my charm. :)

To most amateur photographers, speed in photography isn't really a virtue to be coveted or aspired to. Most don't put that sort of pressure on themselves. And rightly so. Why should they? You win some, you lose some. No biggie if you get the shot or don't get the shot. There's always another day.

Sadly, commercial shooters don't have the luxury of having such a nonchalant and laid-back attitude. Ask any wedding, event, portrait, editorial, stock, or annual report photographer. Speed matters. And when someone is paying you, it matters a lot! But as the saying goes...no pressure, no diamonds.

On an average day of commercial lifestyle shooting, I crank out about 2000-3000 captures. And usually end up with 200-300 keepers (or a 10:1 ratio of shooting to editing). Neither of these numbers, by themselves, are terribly impressive. I'd say they're average. Some crank out more than this. Most crank out a lot less. But these numbers relate to volume, not speed. What's more important to me than the volume of captures...is the speed in which I capture them.

Speed in capture is the internal, creative ability to assess, gauge, size up a scene. And capturing it like you visualized in your mind's eye. That's what I'm good at. That's what people mean when they call me fast. On commercial shoots, you don't have time to dilly-dally. Speed in execution is what separates hobbyists from professionals.

Speed is also relative to yield. After all, what's the point of moving and shooting quickly if you're always missing the shot? No point at all. Speed is only a virtue when coupled with a productive yield. If you're not getting the yield you want from your shoots, then maybe you need to slow down rather than rev up? However, if you're getting the yield you want...then put the pedal to the metal!

I would consider myself mechanically fast. In other words, my camera controls (f-stops, shutter speeds, lens choice, composition, etc) are all second nature to me. Which is a result of a lot of practice and experience.

I'm also emotionally fast. I can connect with my subject quickly. And still make them feel like I'm moving slowly and devotedly to them. This is an art form and takes years of practice.

But what I'm most proud of, and perhaps the fastest at, is visualization. I can come to a scene, look around, measure it up and, almost without thinking, start shooting. And moving through the scene like the wind. Sometimes quietly and softly. Other times with gale force. Because that is how my brain works. I mentally shoot thousands of images a day...without my camera. All in my mind's eye. Click, click, click.

Most beginner shooters belabor over a scene way too long. Just get the shot. Move on. Something better might be just around the corner. Don't loiter. Don't overdo it. Don't obsess. Shoot it and move on!

Beginner shooters also often come to a screeching halt when they hit a creative and mental roadblock. My advice again - shoot through the wall. Keep clicking. Keep moving. Keep shooting. You can only steer a ship if it's moving. Idleness leads to stagnation. If the scene doesn't yield a shot, go to the next scene.

My speed, like everything else in life, is a product of both nature and nurture. I was born this way. I also learned it over time and with experience. You can, too. Get fast!

There is nothing more satisfying, especially on a commercial shoot, than to get in and out of a job or project...quickly, efficiently and productively. That is so gratifying.

My dear wife is admittedly a bit indecisive. In a very sweet way, of course. :) She has to explore all available options before she makes a final decision (and, for the record, her decisions are generally right :) ). me, on the other hand, I don't need all that data to make a quick decision. I make a decision based on whatever available data I see, feel and touch...at the moment. Which, for most photographers, is visual data. The good thing is...we balance each other nicely.

A working photographer doesn't have the luxury of time on his side. There is pressure to get the job done. And get it done quickly. And productively. Push, push, push.

I have found, over the years in my own professional life, that swiftly and speedily working my way through a photographic scene or scenario will treat me to a lot more visual treasures and delights than some of my lollygagging colleagues. The journey is full of surprises. Walk briskly.

This message is from Jack Be Quick!

I get a little cranky and crabby when I hear other well-meaning photographers speak, with insulting condescension, about those of us who embrace the concept of 'free' as a viable business model. Before you start throwing stones, I am the first to admit that doing stuff for free won't pay your rent. At least not directly. But indirectly, it could more than cover things.

I am an absolute zealot for free. And have been my whole photographic career. I believe in free. Because I have been freely given to. Many, many times over. Why would I not want to propagate this karmic experience? And give back...because I have been given to.

Those of us who embrace the concept of free are not evil. We do not devalue photography. We are not naive hobbyists. We are not blind-sided optimists. We are not stupid business people. We embrace free because we are human. And that's what humans do. They freely give. It's what makes the world go round. And it always comes back.

There are 2 kinds of free - unconditional and conditional.

Unconditional free is because you can. Because you want to. Because you see need. Because you know, in your heart, that many have given to you...to get you to the point where you are now. You give out of fullness and wholeness. You give thankfully, humbly and appreciatively. With no strings attached. No conditions. You don't expect a single thing in return. Your motivation is to give, not receive. Your heart, soul and spirit are pure. You give unconditionally.

Conditionally giving is equally noble and altruistic. Like above, you give because there is a need. But you also ask for something small and manageable in return - a photo credit, a tearsheet, a link back to your blog, a coveted customer testimonial, a referral or recommendation, a bartered service, access to a location, etc.

I could write a book on all the indirect benefits I've personally received over the years from embracing the concept of free in my business. It's amazing. And a marvel to behold. Which is why I'm so adamant about encouraging others to give freely, too.

I'm not talking about clients who have money but are trying to exploit you and get your product and services for nothing when they can afford to hire you. I'm talking about honest need.

I believe that a lot of our photographic leaders, many with sincere intentions, have gone way overboard in preaching about the evils of free. So let me stand on my own soapbox here and suggest that photographers need more, not less, free. That's right - more free. Give liberally! And start today.

How did we become so Scrooge-like, so tight-fisted, so penny-pinching? Why have we been conditioned to expect so much in return for what we give? Where did this come from? What happened to good old-fashioned generosity, kind-heartedness, benevolence, charity, goodness?

Do you believe in karma? I do. As you invest your abundance, plenty, bounty...it will be returned to you tenfold. This is my experience.

I have happily done free assignments. I've let people use my stock library for free. I have given away equipment. I have given away consulting and mentoring time. I have sponsored charities, events, experiences - all free of charge. All without strings attached. Be parsimonious and the universe will be parsimonious back.

It's not always easy or convenient to embrace free. Sometimes it's difficult, awkward, uncomfortable. But I'd argue that even in these situations, the rewards on the other side far outweigh the inconvenience.

I realize you can't live on a diet of free. No one can. Not me, not you...no one. But may I suggest we all dig a little deeper, past the bias and callous, and embrace the concept of free?

I'll go to the grave preaching free. Because I believe in it. And will always believe in it. Be stingy if you want - but expect stingy in return. It's really that simple. Decide for yourself what camp you want to belong to. It could be the differentiator in your career. I'm dead serious.

Don't let a single person convince you not to give freely - unconditionally or conditionally. Give until you can't give anymore. Then give some more. Free of charge.

A couple of weeks back, I polled the Twitter-verse and found, not surprisingly, that most preferred the term 'emerging photographer' to 'amateur', 'hobbyist' or 'prosumer'. That makes perfect sense - since, in my estimation, 75% of the current photographer base on Twitter is comprised of this group.

Some are just beginning their pro careers. Others are a stones throw away from hanging their shingle out. Still others are aspiring to go pro someday soon. They are all emerging photographers. We are all emerging photographers.

I love this phrase because it implies the journey, and not just the destination. The beginning and middle, not just the end. The process, and not just the end product. We emerge one step at a time.

In this sense, we are all emerging photographers. Or at least we should be. None of us, regardless of the plaques or trophies we boast, should claim final 'emergence'. No one has emerged. We are all continuously emerging.

Some of us may know more than others. Or have more aptitudes. Or more personal style and vision. Or more cash to run our business. Or more customers. But in spite of all of this, we are all still emerging photographers.

Our economy is emerging. Our culture is emerging. Our photographic industry is emerging. Likewise, photographers should be emerging, too.

Emerging means moving from one form or function to another. Breaking out from an egg, a cocoon, a casing. Emergence always carries with it a positive and transformative connotation. The fruit of emergence usually means that we are in a better place than when we started the journey.

Photographers are emerging from pleasure, to profit. From hobby, to profession. From shooting for the wall, to shooting for the wallet. The word 'emerge' comes from the Latin 'emergere' - to dip. We are delicately, and not so delicately sometimes, dipping our toes, feet, legs and even our whole bodies into unfamiliar waters. Hoping to emerge transformatively better because of the risk. It's fine to dip those toes in first. If you like the experience, dunk your whole body!

And emergence isn't just applicable to your skill set either. We are all emerging in branding, marketing, social media, self-promotion, new business development, etc. We can't help but be emerging, as the internet has equalized not only the economy, but our industry, too. Who could possibly leave out our frail and often insecure emergence into video, filmmaking, storytelling. We have to emerge from something...into something better.

Emerging means that you're in the process of becoming more serious, prominent and important in your profession and personhood. Work at it. Chip away at it. Tackle one problem at a time. This is emerging.

I have personally always felt in the process of emergence. Just when I think i've figured something out, along comes something new that catapults me back to square one. One step forward, two steps back. But that's okay. It's part of emerging. Accept it. Don't fight it. Learn from it. Emerge.

I see my fair share, as I'm sure you do, of over-confident photographers who boastfully pretend they have emerged. They haven't. As a matter of fact, any photographer who claims final emergence is only kidding themselves.

Even though I have 30 years of commercial experience under my belt, there isn't a single day that goes by that I don't feel the desperate need to emerge. I am emerging. I will keep emerging. And I will do everything within my power to emerge gracefully, humbly and genuinely. For if the fires of passion to emerge are quenched, there is little hope left for growing as an artist and businessman.

Again, as I've suggested so many times before...think of emergence like a continuum. With many points along that continuum. Some points are at the beginning. Some in the middle. Some at the end. But they are all points along the same path.

Focus on where you are, not where others are. We are all at different stages in our careers as photographers. In one sense, no one is really right or wrong. Ahead or behind. Good or bad. We are one community. Each of us trying to find our place in this world. Emerge from your shell, your cocoon, your casing. Be the photographer you were born to be.

This is one of my all-time favorite quotes:

"It's weird that photographers spend years, or even a whole lifetime, trying to capture moments that, added together, don't even amount to a couple of hours." ~ James Lalropui Keivom.

Whoa. That's heady stuff.

Let me personalize this. I have no earthly idea how many portraits, formal or informal, that I've shot over my photographic career. A zillion of them perhaps. Way too many to count or number.

If I liberally edited every portrait I ever shot, I would most likely walk away with a couple of hundred treasures. And most of them would have taken me a fraction of a second to capture. Less than 200 seconds. Or about 3 minutes of time.

What took seconds to capture...could captivate for centuries. We record in split seconds. But what we record lasts a lifetime. When we shoot, we hold these moments for ourselves...for a short period of time. Then we share these moments with others...forever.

Put the best work together from the best living photographers of today, and we might even be able to fill in a 24 hour day with pictures. I find it strangely intriguing that the duration of these photographic moments, in capture...have little correlation to the long term value these moments produce, in life. For what we capture in the twinkling of an eye...can put a twinkle in someone else's eye for days, years, decades.

Collectively, in just a couple of short hours of capture...think what incredible influence and impact we have had on so many people. At so many levels.

Our photographic process is surely fractional. But the effects and results of what we do is quite the opposite. Our reach and influence is deep. We provide moments of joy, happiness, hope, inspiration, encouragement, self-esteem, dignity for so many people - family, friends, customers. We have captured and encapsulated frozen moments of time - of milestones, celebrations, events, traditions. And have done so at the speed of light. In fractions of a second.

The product of what we do as photographers is short-lived, fleeting, passing, transitory. But the by-product of what we do is stunningly lasting, long-term, permanent. And has far-reaching effects on people, cultures, even civilizations. This is exactly what makes me both click and tick. Momentary capture. But monumental influence. This is who we are as photographers. It's our moment. It's their moment. It's everyone's moment.

This notion makes me feel small. But not in a self-abasing way. In a good way. It helps me put what I do in it's rightful context. We are not centers or masters of the universe. We are all bit players on a much bigger stage.

We, together, are all moments. We create moments. We keep moments. We give away moments. We treasure moments. We freeze moments. We interpret moments. We celebrate moments.

Our professional efforts may seem momentary, but the repercussions of what we do are monumental. Use photography for good. Make a difference. Change the world. Don't let those moments go by. The moment is right now. And the moment is you. Be there!

I am married to my soulmate, Shannon. We share two gorgeous daughters, Emma and Audrey. Our family life is by no means perfect. We struggle just like all families - financially, emotionally, socially. But at the end of the day, we have each other. And that seems to be enough glue to hold our fractured lives together in one piece.

My wife is a brilliant visual creative, in her own right. She puts in her time typing, designing, marketing and branding our emerging photography business. Fortunately for me, and for our two precious children, she puts more time into being a mother and wife. I'd be lost without her.

Photography is such a solitary business. It really is. We spend so much of our time, as photographers, alone. Most of us don't have support staff, so we make our own decisions. Do our own marketing and branding. Do our own customer service. Do our own post-processing and delivery. Even do our own accounting.

For those of us fortunate enough to be coupled with a supportive spouse, there is no greater joy, fulfillment, satisfaction. My wife not only completes me, but she grounds and centers me, too. Her anchoring love keeps me from drifting and straying. Keeps me on course. Provides the emotional fuel to keep me strong for her and our children. Balances me. Makes me laugh. Makes me cry. Knows how to softly and gently meet my needs, even before I know what my needs are.

I can say, without exaggeration, that I am the photographer I am today due in large part to the unconditional...and often times undeserved...love, support, tenderness, friendship and consolation of my wife. Really. I wouldn't be in this place today if it wasn't for her. And I wouldn't be half the man I am without her.

I know a lot of you guys out there are affirmatively shaking your heads because you, too, know what I'm talking about here. And know first hand the mesmerizing power a supportive spouse has in your life and career.

It's important for photographers to share with their spouses. Not just the victories, but the failures, too. Get feedback. Talk. Get comments, reactions, reviews. Two are better than one. Approach your business in tandem. Like synchronized swimmers or scullers. Or like riding a bicycle built for two.

My wife has always been there for me. And I believe she always will be. She is loved by so many. And so loved by me, her husband. I'll be there for her, too.

In the grand scheme of things, my legacy will not be my photographs...but my family. This will be my crowning glory.

I know it's hard to balance family and career. It's hard for me, too. But we must. A solid family life provides a solid footing for your professional life. You might be able to succeed alone. Some have. But most don't. I know I wouldn't or couldn't have made it to where I am now without Shannon, Emma and Audrey.

Every time I get a little down and discouraged, I think of their smiling faces. And that is usually all it takes to give me the courage to rise above any circumstances.

I've taken a lot of the public credit for my career successes. But a lot of that should be shared with my wife, business partner, dearest friend and confidant.

Shannon, I love you more than you can know. Forgive me for not saying it as often as I think and feel it. I love you from the depths of my heart and soul. I've never been more proud of you or for you. You are a special person. Your spell mesmerizes and enraptures all you come in contact with. Your heart is still my heart. You are beautiful. You still take my breath away. The thought of us growing old together couldn't make me any happier. You are my beloved. And I am yours. I am and will always be your devoted husband.

Happy birthday, Shannon. I love you.

My name is Jack Hollingsworth. I'm a Tog. The phrase 'tog' is Twitter-short for 'photographer'. I didn't invent the phrase. It's been around for a while. No one really knows where it came from. I first saw it used by my friend, Lee Torrens (@microstock). I picked up on it and helped popularize. I'm not particularly fond of the phrase. But it's now mainstream on Twitter. It's short. And it works.

What I am fond of is the photographer community on Twitter. In my thirty years of commercial work, I've never been part of a community quite like this. A community that is so fun. So hungry for photography. So encouraging, inspirational, giving, supportive, collaborative.

Let me state a disclaimer here. I'm only marginally involved in Facebook, Linkedin, and Flickr. I'm sure each of these platforms have their own evangelists. But I'm a full-fledged, card-carrying, self-appointed proselytizer and crusader for Twitter. As a matter of fact, Mactribe magazine affectionately refers to me as Twitter Monk. And that suits me just fine. Because I am an evangelist for all things Twitter. I think, without a doubt, that Twitter is the greatest and most powerful platform for photographers today.

And there is huge interest about photography on Twitter. As of today, 7,827,235 people on Twitter have their profile tagged with the word 'photographer'. Now that doesn't at all mean that there are 7.8 million photographers on Twitter. Heavens no. But it does mean that there are at least 7.8 million people on Twitter, out of a total user base of 32 million, that have an interest in photography. No matter how you slice and dice it, that's a lot of interest in photography...period.

Since there is really no where to go to find out how many working photographers are on Twitter today, my hunch and estimated guess is that there are roughly 20,000 pro and aspiring pro photographers. Roughly 75% of those, or approximately 15,000, are amateurs, hobbyists, prosumers, emerging photographers. And 25%, or 5000, are working professionals (I define 'professional' as someone who makes their primary income through photography). And these numbers are growing daily.

My rules for photographers succeeding on Twitter are pretty basic:

1. Give more than you get.

2. Be a content expert in 1-2 niche areas.

3. Daily answer your mentions and direct messages (DMs).

4. Don't spam.

5. Grow organically, one follower at a time.

6. Limit your signal-to-noise ratio to 5:1 (5 part signal/content to 1 part noise/self-promotion).

7. Recommend photographers to photographers, either through #followfriday (FF) or #togsfollow.

8. Think of Twitter as relational and social PR, not direct marketing.

9. Gently guide your fan base to your blogsite for deeper engagement.

10. Don't quit (60% of new registrants quit after 30-60 days).

11. Spend 15-60 minutes a day on Twitter to get the hang of it.

12. Participate in polls and surveys.

13. Celebrate the success of others.

My gut tells me that Twitter, over the next 24-36 months, has the potential to grow into the most electrifying and eclectic group of photographers anywhere on the web.

The Twitter phenomena is both a revolution and an evolution for photographers everywhere. In every corner of the planet. Covering every niche, genre, subject and technical specialty. Revolutionaries had their underground press. We have Twitter. To tell our story. To be heard. To share multimedia content. To learn. To grow our photographic business and brand.

Right now, the majority of core conversations come from emerging pros and advanced hobbyists. But I'm seeing a daily migration to Twitter of working pros, vendors, trade manufacturers, photo reps, marketers, equipment resellers and distributors.

Twitter, for photography and photographers, is the place to be. Join the conversation. And join it now. You won't be disappointed. Twitter isn't just about photographers talking to photographers. There are plenty of conversations between photographers and photo buyers. Even conversations between photo buyers.

No one honestly knows what the end game of Twitter will be. That will be for the future to decide. But for the present, there is a conversation going on that is so deep, relevant, important and critical that you not only need to listen to...but also participate in.

I'm an admitted Twitter freak of nature. And I'll go on being freakish, passionate, spirited and fervent about Twitter. Because I love this platform. Love this community. Love the new friends I've developed. Love the spontaneity and real-timeness of it all. I am Tog. And very, very proud of it!

All businesses are made up of people. And people need to like you before they hire you. Likeability precedes bookings, almost without exception.

In a relationship economy, personality is as important as portfolio. Who you are is as important as what you do. How you socially and emotionally relate to those around you might just be your secret ingredient to getting more work. Get liked...get booked. It's that simple.

Can you have extraordinary technical skills, be a real jerk and still get hired? Yes, you can. But usually only once. Technical aptitude will bring a first time customer in the door, at least for one job. But it won't keep them there.

To keep customers coming back, again and again, you need to have and express genuine likeability. Because in order for people to want to keep working with you, they first have to keep liking you.

It's not always about the product of your photography that engenders and evokes the most response. Sometimes it's the process of your photography. How the client feels when they walk in the door. And how they feel when they leave.

If I'm a paying client, I would choose, hands down, a photographer with solid and average technical skills...but above average social, relational and customer service skills. As opposed to a master craftsman (or woman) who is a jerk. That's just me. But I know I'm not alone.

I applaud photographers who work hard and diligently on their aptitude skills, as they should. You need those skills to deliver a consistent product and service. But I applaud louder and longer those photographers who are equally devoted to becoming a better human being, as they are a better photographer.

Want to get noticed? Get liked. Then booked!

People don't hire jerks. Or prima-donnas. Or divas. Or larger-than-life egos. People hire people that they like. And trust. Who are engaging. And genuine. And deliver a great photographic product and service.

Photographers often mistakenly think that it's their actions that attract new business. Perhaps this is true. But it is more likely their attitude that magnetizes and attracts. No need to go on and on to customers about how great you think you are. It's not necessary. And it's self-serving. Deliver a remarkable product and service, then wrap it all up, like a blanket, in authenticity. Be likeable. Be charming. Be good-natured. Be even-tempered. Be simpatico. Be amiable and affable.

My father, sister and brother have all been public educators. And good ones, too. But with all three, I suspect that if you were to ask their students what made them special...few would point to their facility, ability or proficiency as teachers. I suspect more would point to their loving, caring, influencing personalities. Because whether you're a teacher or a photographer, at the end of the day...it all comes down to who you are, not what you know.

Do you want to walk among giants? And awaken the giant within? Be likeable.

With very few exceptions (@RickSammon and @JoeMcNallyPhoto :) ), photographers should specialize and not generalize. Generalize for the wall (art). But specialize for the wallet (commerce).

A specialist is an expert, authority or master craftsman in a technique, subject, niche, topic, theme. A generalist tries to be all things to everyone (and often fails). A specialist narrowly focuses his skillfulness and expertise in one certain direction - with one audience, one niche, one narrowly casted purpose.

Even if you have generalized photographic skills, it's usually better to lead with your specialty. Your strength. Your unique selling propositions. Your competitive advantage. Don't lead with generalities.

Photo clients may ooh and aah over your general portfolio. But the fact is, they usually don't know what to do with you. 'Don't call us, we'll call you'...is a typical response to the photographic generalist.

Photographic generalists have a hard time marketing and branding themselves. Too scattered in various directions. No real focus. No clear cut course, tact, preference. No defining strength, style, vision. Again, generalize for the wall (art)...specialize for the wallet (commerce).

But being a specialist is only half the battle. Being a specialist often compounds your new business dilemma, since the scope of your market is now considerably smaller and narrower.

It's not good enough to call yourself a specialist. That specialty needs to be sustainable. You need to earn a living with and through that specialty. Otherwise, it's simple art and not commerce. Great for the wall, but not for the wallet. So it's best not to drill down too far in your photographic specialty. Otherwise, you'll be drilling yourself right out of business. Your photographic business has to be sustainable in order to call it a business.

It's a good thing to be proud of your photographic specialty. We're proud of you, too. We're all rooting for you to succeed. But you can not and will not succeed unless that specialty can sustain you. Unless that specialty has a wide enough market base to support, underpin and shore you up. And I'm not talking about nurturing and nursing your photographic ego. I'm talking about putting money in the bank. Making a living. Sustaining you. Fattening your wallet.

Shooting doors, windows, silhouettes, urban grunge, peeling paint, textures, clouds...are all aspirational subject matter for specialists. And I applaud and encourage you to shoot them. But will these specialties sustain you in business? Unfortunately, they most likely will not. You have to find photographic specialties that balance your interest and passion with money and accounting.

The simple mantra for sustaining yourself in business is to make more money than you spend. Simple. Your specialty needs to be sustainable.

Another exception to employing generalist tactics is when you're starting out in photography. You should generalize. Then, over time and based on customer feedback, let your experience help you more narrowly define your photographic specialties.

I know there will be those of you out there reading this post who don't care a bit about making money with your photography. That's cool. Good for you. Shoot whatever your heart indulges you to shoot. This conversation is for the emerging photographer who needs to find a sustainable revenue model...to build their business and brand.

Don't try to please everyone. It won't work. Don't try to show everything you ever shot to anyone who will pay attention. That won't work either. It's okay to build generalist skills, but brand and market with your specialty. And make sure that specialty is sustainable...so you're around next year to read another post. :)

Happy shooting!

Good is no longer good enough. Good athletes don't make it to the Olympics. Or win medals. Great athletes do. Good photographers survive. Great photographers thrive.

Because of both the accessibility and affordability of digital cameras, our industry boasts a lot of good photographers. But fewer great ones.

Greatness is above the norm or average. Average means shooting pictures that are pedestrian, commonplace, routine. Photographic greatness means shooting pictures that are awe-inspiring, extraordinary, surprising, astounding. Better than good. Way better.

History does not, and will not, remember good photographers. Or photographs. It will only remember great ones.

I see so many good photographers today. Good exposure. Good composition. Good technical execution. Good Photoshop work. Good photographers are everywhere. But the pool of great ones is considerably smaller.

So much of my own work is good. But I aspire to be more than good. I aspire to be great.

Great photography and photographs stand out. Because work that is sensational, remarkable, historic, and spectacular gets appreciated and remembered.

By the way, 'photographically great' is not what you call yourself. It's the mantle that others cloak you with. You don't claim greatness - you are ascribed greatness.

You can be good at a lot of simultaneous niches and specialties. But you can only be great in a selective few. Play to your strength. Don't try to be great at everything you do. It won't work. Migrating from good to great is a lifelong process. One that you may never arrive at, but still tirelessly work to achieve.

There is nothing wrong with being a good photographer. It's honorable, righteous, exemplary. But do you really want to aspire to goodness? Not me. No way. Goodness is the first step. Greatness is the step way down the road.

Great photographers seem to have been born with photographic instinct, intuition, inclination. And great photographers are often described as having a flair, or faculty, or gift, or knack for greatness. I suppose some of that is true. Greatness is a result of nature and nurture. But in my mind, mostly nurture. For great photographers have drive, ambition, eagerness and hunger to be great. And achieve greatness. They work hard at it.

Good photographers want and wish. Great photographers aspire and inspire. Good photographers daydream. Great photographers make their dreams come true. Greatness to a good photographer is a pipe dream. Greatness to a great photographer is right around the corner.

Photographically speaking, it's your skills that help you achieve greatness. But that's not all. Besides technical expertise in your career, you also need great vision, great mission, great passion, great action. And you need to work at being a great person, too. So your personality complements your portfolio.

Can you achieve photographic greatness with only good skills? I don't think so. You need technical competency, artistry, capability and virtuosity. Photographic greatness requires all.

Want to be great? Then obsess about your career. Live, eat, breathe and sleep it. Let it become you. Devour and consume it. Let what you record be a natural extension of what you see, feel, touch.

The world already has too many good photographers. We don't need more. We need to start grooming and cultivating great photographers. And great photography. First, in ourselves and for ourselves. Then in and for others.

Serious and sober responsibilities come with photographic greatness. To whom much is given, much is required. If you are one of the lucky ones that have achieved photographic greatness, then teach the rest of us. Hold our hands. Bring us along. Show us the way. We are listening. And we will follow. Because 'good enough' is not good enough for us. Like you, we want to leave a legacy of greatness and not just goodness. Guide us down the road less travelled.