revolutionary photography – something to aspire to.

 

What is an Aphorism?

Usually an aphorism, sometimes known as wisdom literature, is a concise statement containing a subjective truth or observation cleverly and pithily written.

The word aphorism (literally “distinction” or “definition”, from the Greek: ἀφορισμός, aphorismós ap-horizein “from-to bound”) denotes an original thought, spoken or written in a laconic and easily memorable form.

The name was first used in the Aphorisms of Hippocrates. The term came to be applied later to other sententious statements of physical science and later still to statements of all kinds of philosophical, moral or literary principles.

The Aphorisms of Hippocrates were one of the earliest collections, although the earlier Book of Proverbs is similar. Hippocrates includes such notable and often invoked phrases as:

“Life is short, [the] art long, opportunity fleeting, experience misleading, judgment difficult. The physician must not only be prepared to do what is right himself, but also to make the patient, the attendants, and externals cooperate.”

The aphoristic genre developed together with literacy and, after the invention of printing, aphorisms were collected and published in book form. The first noted published collection of aphorisms is Adagia by Erasmus of Rotterdam. Other important early aphorists were François de La Rochefoucauld and Blaise Pascal.

Two influential collections of aphorisms published in the 20th century were The Uncombed Thoughts by Stanislaw Jerzy Lec (in Polish), and Itch of Wisdom by Mikhail Turovsky (in Russian).  Many societies have traditional sages or culture heroes to whom aphorisms are commonly attributed, such as the Seven Sages of Greece, Confucius or King Solomon.

Aphorisms can be both prosaic or poetic, sometimes they have repeated words or phrases, and sometimes they have two parts that are of the same grammatical structure. Some examples include:

Good Art seems ancient to its contemporaries, and modern – to their descendants. – Plutarch
All is Vanity – Solomon
Lost time is never found again. – Benjamin Franklin
Mediocrity is forgiven more easily than talent.
– Emil Krotky
Nothing great was ever achieved without enthusiasm.
– Ralph Waldo Emerson
I have nothing to say, I am saying it, and that is poetry.
– John Cage
That which does not destroy us makes us stronger.
– Friedrich Nietzsche
So many ingredients in the soup, no room for a spoon.
– Paul Haines
Many of those who tried to enlighten were hanged from the lampposts.
– Stanislaw Jerzy Lec
You can play a shoestring if you’re sincere.
– John Coltrane
It is not uncommon to commiserate with a stranger’s misfortune, but it takes a really fine nature to appreciate a friend’s success.
– Oscar Wilde
Only that which always existed can be eternal.
– G. Antuan Suárez
Believe nothing you hear, and only half of what you see.
– Mark Twain
Don’t play the saxophone. Let it play you.
– Charlie Parker
It is better to be hated for what one is, than loved for what one is not.
– André Gide
Like a road in Autumn: Hardly is it swept clean before it is covered again with dead leaves. – Franz Kafka
There is no such thing as a wrong note. – Art Tatum
Truths are not relative. What are relative are opinions about truth.
– Nicolás Gómez Dávila
(This information on Aphorisms can be found on Wikipedia.)

 

quote 9

Do your work with all your heart and you will succeed – there’s so little competition.
– Elbert Hubbard

 

qoute 8

You already possess everything necessary to become great.
– Crow Proverb

 

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VI.) My Road – My Top 3 Clients

If I only had the opportunity to shoot for 3 clients for the rest of my career, but was allowed to pick any brand, company, magazine, agency, any person, – any clients – what/who would they be?  Easy question.

The New York Times Magazine – (multiple covers with multi-page spreads)
Nike – (full scale national/international campaign)
Ralph Lauren – Polo (catalog and national/international campaign)

Why? — Better question, but also easy.

 

quote 7

There are three ingredients in the good life: learning, earning, and yearning.
– Christopher Morely

 

quote 6

The man who has planned badly, if fortune is on his side, may have had a stroke of luck; but his plan was a bad one nonetheless.
– Herodotus

 

quote 5

All men’s gains are the fruit of venturing.
– Herodotus

 

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V.) My Road – My Plan

If you follow conventions you will certainly be conventional.  In that vein I often ask these questions of myself:

How can I use a camera to produce images that are truly original?  Can I create images that are actually new?  Will my images be timeless — or will they look as if they were a part of a passing fad?  Do my images evoke an emotional response from the viewer?  Do my images have a point?  And now more than ever — are my images beyond what a prosumer shooter can create.  In short, am I creating images that are actually unique and powerful?

The business of photography obviously revolves around the images themselves – but the business also requires creativity in business itself to get ahead.  And this is where I feel some of the top 10% of commercial shooters are also able to set themselves apart from the rest.

So – what is my plan?

Determine my top 3 most wanted clients and why.  Learn everything I can about them and the history of their advertising campaigns and/or use of images.  Think about these clients/brands and bring something creative to the table (crucial element – more on this later).  Reach out to them in a unique way.  Continue to reach out to them in unique ways until they hire me — for as long as it takes.

Huh, doesn’t sound particularly revolutionary does it?  Well, as they the saying goes, “The devil is in the details.”

 

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IV.) My Road – Start With A Better Plan

Now you know even more.  I’ve got a big dream.  And I’m building a road into the wild woods – but I’ve got a plan.  A dramatic, laborious, and long-term plan.  A plan that breaks conventions.

Before I go into the details of my specific plan.  I want to take a moment to expound some of my thoughts on the way many commercial shooters market themselves now.

Firstly, let me remind you that commercial photography is insanely competitive. – I have heard before that there is 1 commercial photo assignment available for every 12 commercial shooters. And that the top 10% of commercial shooters get 90% of the available assignments or dollars associated with those assignments – And that the volume of assignments is down by as much as 70% this year, with pricing for usage off by over 30%.  My statistics are based mostly on hearsay, but even if they are only half right – the point remains, if you are not one of the top tier global commercial shooters the preverbal deck is stacked against you – by a lot.

As far as I see it, here is the way most commercial shooters try to get paid assignments:  They create a portfolio of a certain type of work, with a specific style, print up some portfolios, get a portfolio website up – maybe a blog too, send out postcard mailers and e-mail campaigns a few times a year, and if they’re more in the middle and not so much at the bottom, they’ll take out an ad in Workbook or Blackbook – And if they’re really lucky they’ll also have a decent rep working on their behalf.  And hopefully they are smart enough to stay in touch with previous clients to get some multi-year work.  Sounds like a good plan right?  Sure, if you don’t mind being just another name in a pool of thousands of other commercial shooters who are doing exactly the same thing – in the same style, with same gear, etc.  Now, don’t get me wrong following the steps above will get you work – but what kind of work?  I wonder how many commercial photographers have the ability to choose their clients?

 

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III.) My Road – Looking Forward

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Now you know a few things about me.  I dream big.  I grew up in an environment that allowed me to do so.  I’ve lived a windy and interesting road thus far in my life.  I’m deeply committed to photography as my career.  And now I stand upon ‘A Road Not Taken’.

I am excited.

Really excited.

Since you’re not here – you’re on the internet somewhere.  Here is what it looks like to me.

It’s summer and I’m standing on the edge of an amazingly beautiful wheat field.  The sun has just broke for the day.  My grandfather’s farm is on the other side of this vast field and here I stand looking deeply into the mystic and thick woods in front of me.  The air smells clean, fresh – and new.  I am alone.  I am aware.  This is it.  This is where I create a new road.  I am not scared, but I know it would be easier to take a road that already exists.  But, deep down I’ve always known I needed to be here.  I feel ready.  I have prepared myself for this and I am ready for everything that will follow.  I am going to travel light.  I have some basic supplies.  I have a plan.  I have skills.  And I have a camera (ok, I have a few cameras…).  One more deep breath.  Now I’m running into the forest towards my big dream.

My dream is simple really.  I want to create.  I want to survive.  I want to survive being allowed creative freedom.  I want to not only survive – I want to thrive.  I want to create truly original images.  I want to be a leader in my industry.  I want to surprise people and take photos that evoke emotion.  I want people to see my images and stop – and think.  I want to break conventions.  I want to challenge the way people think about photography.  And I want to be paid – highly paid.  I want to learn, to teach, and to inspire.  I want to end my career on top.  I want to work towards becoming the most successful and recognizable photographer of my generation.  I want to accomplish my big dream.

The best part of my new road is that I know exactly where I hope it all ends.  I know myself.  And I know exactly what I want.

This is a great place to start.