FOCUS Oregon V2 I1

From Linda Keppinger:
Nuggets of Wisdom
There were so many reasons to venture
across the country for PPA’s epic event,
Imaging USA! From a phenomenal
line-up of speakers to networking, award
ceremonies, and education to having
time with colleagues - each day was
remarkable.
A highlight for me was having the
opportunity to spend some 1-on-1 time
with PPA’s CEO, David Trust, together with
our President, Sam Tarrel. Trust’s dynamic
personality and visionary style energized
us during the time we spent together.
In leaving Atlanta, I felt compelled to
share some nuggets of wisdom from our
meeting with David Trust.
Bridge the Gap
Trust began our conversation by sharing
that ‘bridging the gap’ is of single highest
importance for photographers to address
in today’s world. The gap, as he explained,
is about “how our photographic
community needs to adapt to the changes
taking place in our free market economy
in order to remain relevant”. The research
he shared indicates that consumers are
spending more money than ever on
everything, including photography. Data
indicates that Baby Boomers, ages 55-75,
average 41.6% of all spending in the U.S.
While Millennials are fast approaching,
the Baby Boomers are here now. Trust
elaborated that Baby Boomers are
positioned at the height of their salaries,
are smart spenders, conduct research
online, and play and work hard. What
this means for photographers is that “we
need to understand today’s consumers
and invest in ways that we can adapt and
be more relevant to them”. Furthermore,
Trust outlined some examples that appeal
to this consumer base, such as, pet
photography and images of grandparents
and grandchildren. The reason for this
largesse is that Baby Boomers would
rather spend their money today while they
are still alive than pass it on in inheritance.
Actionable Vision Plan
“Having a clear vision with an actionable,
time-based plan to execute against will
make a significant difference for your
business”, Trust explained. He described
the importance of developing actionable
plans in support of a vision that will
continue to evolve, as consumers and
markets change. The way to strengthen
your entrepreneurial muscle is through
the use of an actionable plan which
encompasses a range of topics such as
financial and personal development,
family/social time, and daily reading
(business and personal). With focus and
discipline being equally important to
vision—your business will succeed!
Strengthen Your Entrepreneurial Muscle
Some instrumental areas in creating a successful business include:
• Understanding your market and target consumer
• Being more serious about your business skills and understanding
• Being smart, aggressive, and thick-skinned business people
• Studying successful people and what they do
• Reading, reading, reading
Branding is about Relationships
“In today’s digital world, networking and relationships are vital to our industry.
However, branding is completely about relationships...about having authentic, personal
relationships,” Trust shared. Online interaction contains value but in-person contact
cannot be replaced. The key to building a brand is about developing relationships with
people that are meaningful by being engaged and listening to what they are saying.
Find out about people and write down the details of these conversations so that you
move from simply being a contractor to having a relationship with them. Show your
authenticity and loyalty by focusing on the customer - because it’s always about them!
In doing so, you will provide so much value they won’t want to miss out - you will simply
overwhelm the people that you work with.
Read, Read, Read!
As we concluded our time with Trust, he mentioned once again about the value of
reading, because Trust explained, “it creates discipline and business skills”. Here are
some favorites from his 100+ bookshelf -
• “The Experience Economy” by B Joseph Pine II
• “Road for Relevance: 5 Strategies for Competitive Associations” by Harrison
Coerver
• “It’s Your Brand: Make Your Identity Clear” by Andrea Callahan
• “Discover Your True North” by Bill George
• “Grit: The Power of Passion & Perseverance” by Angela Duckworth
• “The Power of Focus” by Jack Canfield
• “Ground Swell” by Charlene Li
• “Innovate the Pixar Way” by Bill Capodagli
PLAN AHEAD!
SAVE THE DATES.
JANUARY 19-21, 2020
In today’s dynamically changing world our profession has considerable access to many
opportunities. And we as photographers play a vital role in bridging the gap, that is, to
adapt and be more relevant to today’s consumers.
22 • FOCUS OREGON
WINTER 2019 FOCUS OREGON • 23