Separation from the pack

I often wonder in today's photography world how one photographer can separate themselves from another photographer by leaps and bounds. Some might think it is impossible unless the leading photographer keeps the target moving. Everything is so accessible for anyone wanting to make it big. If one photographer comes out with a custom product, such as a hand bound book or creative product that have never been done or seen it doesn't take long before another photographer is following in the shadows. Worse yet, innovative companies that supply these products see the item and begin to offer it on a mainstream level - then the playing field is leveled once again.

The photography industry is evolving about as fast as anything out there, if not faster. The internet, digital cameras, various 'gimmicks', etc. have drawn the distance from the leader of the pack to the followers pretty close together. There is not much of a lag time between what the greater photographers are doing compared to the good photographers and even those who are so-so. In a professionals eyes there may be a difference in what the leaders are doing and what the followers are doing. In the lay person's eyes or at a distance, the differences are non-existent. The differences need to be existent to lengthen the distance!

So what does all of this mean? How does a photographer today take the lead and form separation among the pack? I can only think of one premise to do so. While it is a complicated answer with many facets, it is really simple! QUALITY... The thing that separates the leaders from the followers is not entirely what is offered in terms of options and product deliverables - but the QUALITY of everything within and surrounding the imagery.

Quality is a deep term. It means something different to everyone - the photographer, the client, the clients friends, anyone using the product and so on. Quality can be in the imagery itself, the deliverable, how well the services were carried out, the length in which the products last (sustainability), and many other values that surround photography services. Quality is measurable and quantifiable as well as immeasurable and unquantifiable (if that makes any sense). There are ISO 9001 standards built around the quality of products... I am not for certain, but it is difficult to quantify ISO standards for the quality of imagery.

In my business I feel quality does come from many aspects of the product or service being provided as well as the artistry in the work itself. An item is of quality when the imagery, the artistic value, the intrinsic value, the personal value, the deliverable value and the service values are all in balance as well as in proper proportions.

First things first to me are the quality of the root imagery and the customer service or means the imagery is obtained and delivered. The imagery has to capture what the client or viewer is expecting to see from your work. It has to encompass so many feelings, emotions, ideas, etc. to be of value to the client - be of QUALITY to the client. The professionalism or manner in which went about to capture and service the client is just as important. All of the other items such as deliverables and products are just by-products of these fundamentals. Yes, they must be of great quality as well - but in terms of material quality. Quality in photographic images is very subjective and personal. Quality goes beyond the technical but is also aesthetic... It can run pretty deep and take all day to describe. People write books about it and still never cover quality entirely.

The downside and upside to quality in imagery is it's subjectivity. You either hit it or you don't. You have control over how close you hit it and that is where the work to maintain separation begins. In my conversations with many potential and current clients, it seems that when you are one with what they are expecting you can create a quality product for the client much easier when you are out of alignment with their expectations. Pretty simple, yet so complex.

Sometimes photographers get lucky. Honestly professionals that study and force quality get lucky every now and again and get that 'perfect' shot. In today's climate, the photography industry is so competitive and fierce. Digital cameras have allowed an opportunity for the novice or amateur to compete. Sure they can take a few good photos or much better photos than on film... They can also provide the client with the same books, prints, etc. that the larger studios. But can they truly deliver quality... They can get lucky - but I think it takes experience and desire to continually improve quality.

Each and every assignment is a focus for me to become better at my craft. I analyze the process from start to finish... From the questions I should have asked better in the initial consultation all the way through printing and delivery of the imagery to the client. I ask myself if I am delivering the best quality for the fees charged. I try to assess if there is a way to make the quality improve without changing the fee. I try to figure out how to do it better. I look at the products I offer and ask, are these what my competition is offering and is this the best I can provide for the fee charged. I honestly try to focus on the up front work more than the deliverable, but I want to make an effort to ensure I am giving my clients quality options for their photos.

It is all about quality folks... Luck is for amateurs!