I always wanted to be the photographer from The Secret Life of Walter Mitty. Flying planes into volcanoes and tracking exotic animals in the dangerous quiet of wild places. There is something so human about a photograph. With the world drowning in an infinite pool of mediocre images, the role of photographer has never been more important.

In business, good photography should fall into the grey area between art and marketing. A good picture grabs your attentions and roots your feet in place. It grabs you by the heart and forces you to pay attention. The show stopping power of photography is why I'm the first one in the marketing meeting to ask which photographer we're using. You can have all the marketing data and messaging analysis in the world but if you let Steve from accounting take the ad pictures on his phone to save money, you're sunk. Invest in a good photographer and the returns will never let you down.


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