With the changing technological landscape of professional photography it has been difficult for many to adapt. It seems something happened with the advent of digital photography that placed pressure on the photographers to be more than just an image taker. It seems now that there are subtle pressures from client's, manufacturers and suppliers that are trying to turn photographers into one stop photo shops. They want us to take the photo, digitally process the file, colour manage the file and then even print the file. Well that is OK if that is what you really want to do but for me I do not want to play that game. I do not believe you can't be the master of all aspects of technology unless you give up a lot of time and it's a never ending time commitment. Many of my friends have become slaves to technology and it is not helping in releasing them to explore their first love of image making.

 Why did we start as a photographer? It's generally because we just love taking images.
 
In the past we would take the images then send them to a Lab that would process them and then we would have the images printed. Each of the processes was done by true professionals who were the best at what they did, they were passionate about their aspect of the craft of image making. The professionalism of the services they provide is why we used them and they are artisans in their own right. They are part of the process of making our images look so good in presentation.
The real professional art of photography is seeing and getting the image. What sets all photographers apart is how they see and capture images. That is also what clients will pay big money for; they want to use your vision. This also sets us apart from competition for if they want our eyes then they are in our body. Price really doesn't come into it anymore as they want you and often this has even been driven by the client who has said to his agency I want this photographer to shoot the project.
 
Now why do I not want to be the one stop photo shop? I want to take photos and that is the most effective use of my time? We think we are saving money by trying to do everything but if you take into account your time it would have been cheaper often to use the professionals. Time is what we often do not take into account and it is the most precious gift we have other than Life. It is how we use this valuable gift that will often sort out those who will full fill their dreams and those who don't. Yes I could go and spend heaps of time learning all this other techo stuff but why? I have the best professional people doing my work and as a team we can kick more goals. I love taking photos and they love doing what they do and to me true professionalism is using the best team and the best materials possible to bring about the best photo possible for whatever the clients need is. So for me I use the best Lab to process my work whether film or digital. I use the best Framing studio for presentation of my work. I use the best for my internet design. In fact I try to use the best in every area of my company as that is what will take the pressure off me and allow me to offer a true professional result.
 
Our role as a professional is to know what the best is and we should provide that and it is this attitude that will give you a good name or branding. It is this approach that really can make a difference. Photography is not about price, it's about quality. If it is about a cheap price do you really want to dwell at that end of the market? Well Blessings for the journey and keep on clicking (the Camera not the mouse).
 
 
Ken Duncan