“Try not to become a person of success, but rather try to become a person of value.” – Albert Einstein
At the end of every year, I throw on my analytical hat and spend a few days on a deep dive into my business numbers. I'm specifically trying to assess what worked, what didn't, what stays and what goes. As a solo-preneur if something is missing the mark in terms of performance, I am the only one to blame.
During last year's review, I defined my success as a professional photographer with a series of questions that I ask myself. It's less about did I make money, and more about, am I still enjoying the journey. And yes, I have high standards for myself, because again, accountability has to start with me.
This year, let's delve into those questions:
Is my imagery consistent?
I can confidently say, yes! Throughout the year I had some long term projects that hinged on consistency. A few of them challenged me because the work was spread over several months and in some cases, different locations around the state of Virginia.
For example, below, I provided a local Alexandria engineering firm, MPR Associates, with over 120 employee headshots during a five month period in the Spring and Fall.
Does my work evoke emotion?
This is a hard one to measure, but as an event photographer, I feel I have a responsibility to tell stories through my work. During 2022, I attended and photographed 21 events, of those, I had the honor of photographing seven military retirement ceremonies (four more than the previous year), it's absolutely my favorite event to capture. There is nothing better than preserving a Veteran's legacy and that last military salute.
From experience I know retiring from the service is bittersweet, and a truly emotional experience. Much like a wedding, it's a whirlwind of people, tears, laughs, and when it's all said and done, good luck remembering all 200 of the guests that made the effort to be present. That's where I come in, I have photographed the Veteran from the moment he or she steps into the venue, up to the last salute and handshake in the receiving line. Then the true magic occurs when a few weeks later, the Veteran can truly reflect on the day by thumbing through a personalized coffee book. Is your retirement on the horizon? I find the photographer is usually the last detail to be scheduled, but I encourage you to get ahead of this like the three Shipmates I already have on my 2023 calendar!
Did I enjoy myself?
I recognize that to the outside observer, my profession looks very fun and easy. I concur, I have a lot of fun, but the easy part, that's debatable. There are physical and administrative requirements behind the scenes that sometimes outpace the actual act of taking images. Regardless, I can honestly say I always enjoy myself, because if I don't, as I mentioned above, I am the only one to blame, and I have the power to shift rudder, so to speak.
I find using humor is a proven approach that helps to keep the journey enjoyable; besides, who wants to hang out with a grumpy photographer?!
The most enjoyable event of 2022 was photographing the 123rd Army-Navy game in Philadelphia. Despite being on my feet for over 10 hours straight in frigid (no, really...) temperatures, nothing beats the excitement of this event - regardless of the outcome and score. This year did not disappoint, and as a USNA graduate from the great class of 1992, it was truly inspiring to witness two young women leading their respective Brigade and Corps of Cadets. Ironically, the West Pointer is my Great Niece and to throw in some more irony, my class was the first to appoint a woman as Brigade Commander.
How do you like them apples?!!
Did I learn something new?
It's very easy to get complacent when you work for yourself. There is no supervisor giving you feedback, or encouraging you to invest in your career progression. It's up to you to stay motivated, even when life throws you a few curve balls, like a never-ending pandemic or family challenges. I maintain a studio journal to help me keep track of daily in-studio lessons, mistakes or ah-ha moments. I also rely on my client reviews to learn things. Every now and then I push myself to try something new.
One of the most memorable highlights of 2022 was supporting the Virginia War Memorial's Vietnam Veteran Project. A team of us to include the Director of the Memorial, Dr. Clay Mountcastle, his staff members, Crystal Coon and Kyndall Drumheller, and fellow Veteran Sister and Videographer Pamela Vines, traveled around the state of Virginia over four months to photograph and interview 50 Virginia Vietnam Veterans. The exhibit know as: 50 Years Beyond: The Vietnam Veteran Experience debuts in Richmond, VA, on 27 January 2023, coinciding with the 50th anniversary of the signing of the Paris Peace Accords. It will be open to the public on 28 January 2022 for a year.
During this project, the learning curve was steep because I challenged myself to set up multiple studios simultaneously. I wanted to produce two completely different portraits -- just to see if I could. I also learned some incredible insights listening to the emotional recollections from the Veterans' stories.
Our schedule to complete this project was slightly disrupted by life, to include me waking up in the Salem, Virginia location exhibiting signs of COVID, and later followed by a family emergency. Needless to say we finally finished photographing and documenting all 50 Veterans on 30 November 2022.
Did I help or inspire anyone?
We all have different definitions of helping others, one way I define it, is through mentorship and instruction. In 2022, I partnered with Capital Photography Center, a woman-owned small business in the DC-Maryland-Virginia area, that offers in-person and virtual photography classes and mentoring.
I wrote curriculum for three classes focused on starting a photography business, getting familiar with studio lighting and exploring headshots. The seven iterations I taught during the year were intoxicating and I'm looking forward to teaching more in the new year.
As a small business, you have to be mindful that whatever you are providing as a service or product, it will most likely attract attention if you are solving a problem. Even if that problem isn't inherently obvious to the person who has it.
Aside from the 120 or so engineers, accountants, lawyers and administrators that I mentioned earlier, my typical client is the military transitioning veteran. Why? Because I was one. I get it. I understand how uncomfortable the first steps beyond the uniform can be. So it only makes sense that out of the 300+ headshots and branding sessions that I completed in 2022, the majority of them were of Veterans, retiring or leaving the service.
I can not definitively tell you if I inspired any of them, but I am inspired to continue to serve the community I know best.
Speaking of inspiring, one event that did have an impact on me over the summer was documenting the dedication ceremony that unveiled new headstones for nine Civil War and WWII African American Veterans. A Northern Maryland community came together to research, identify and honor these patriots after some of them had laid unmarked and forgotten for over 100 years. Black cemeteries in particular have often stood neglected, unmarked for decades and contain stories that are missing from the history books or the general narrative. Documenting the dedication at Ellsworth Cemetery, especially as an African American Veteran, was a true honor.
Is the client happy?
How would you define a 'happy client'? It can quickly become a subjective topic. If they paid does that mean they are happy or compliant with a contract? When they don't take the time to leave a review, should I care? When emails go unanswered or images are received but not acknowledged, should I read into that? I have learned to not take most of that personally. It doesn't stop me from trying to get that review of course, because Google rewards you if you can maintain online currency. It took over two years to accumulate 50 reviews and from what I can tell the clients are happy. More importantly, however, are the lessons learned from those reviews.
So there you have it, those questions are the standards I've always set for myself. 2022 was a year full of highs and lows, but overall the business thrived even during personal adversity. I attribute my success to those that surround and support me, and if you read this far, please count yourself as one of those supporters, thank you!
On the horizon...
Some things I'm looking forward to in 2023 include:
- Teaching more with Capital Photography Center
- 27 January: Opening Day for the 50 Years Beyond: Vietnam Veteran Experience Exhibit at the Virginia War Memorial in Richmond VA
- January: Starting Bunker Labs Veteran In Residence as a member of cohort 2023A in DC
- April: Supporting the Annual Officer Women Leadership Symposium
- April-May: Teaching a 3 week workshop to Women Veterans for George Mason University's Veteran in the Arts Initiative
- June: Photographing my first USMC retirement ceremony for a USNA classmate; and two other confirmed ceremonies.
- September: Attending the Women Veterans Alliance Unconference in Las Vegas
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