Why write this book? That is the first question I get asked. It’s quickly followed by this one: Aren’t you worried that everyone will know your secrets? The short answer is no, I’m not afraid—not at all. A project like this is about raising the bar for our industry and giving back to a community of people who are hungry and curious to learn.
I am writing this book because I felt it needed to be written. It is my way of giving back. Our industry is littered with subpar studios/photographers who give all of us a bad name. Now, before you get all huffy, hear me out. This is not a slam on our industry. I am, after all, a professional photographer. I love my job! I take tremendous pride in our craft and the responsibilities given to us by our clients. However, with the advent of digital, it has become easier and easier for the weekend warriors to make their mark—and sometimes that mark is more of a burn.
When I was starting out, there were plenty of books out there on lighting and posing, but there seemed to be very few books about the business of photography. And the books that were out
there seemed, well, very dated. Again, this is not a slam, more of a reality check. After reading those books, I was left with so many questions and nowhere to go for answers. They seemed to present
an old-school way of doing business—and our studio’s brand is anything but old-school.
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