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With a clear goal and strong business plan, you can get paid to shoot what you love -- like this dream campaign Menuez shot in Dubai for Emirates Airlines. He was commissioned to document the culture and people of Dubai for a month and the creative team pulled the ads from the edit. Dubai for Emirates Airlines, ©2009 Doug Menuez/StocklandMartel

When most photographers set up shop, they focus on becoming better photographers, naturally. Few photographers, however, develop even the most basic skills they need to run their own business. They hope to hang on long enough to be discovered before they sink under their own lack of knowledge. That’s like building an intricate jeweled house atop quicksand. (Look in the mirror, repeat after me: “You want fries with that?”)

The “get discovered” strategy implies that someone else will take responsibility for your own financial well-being. Ideally, we’d all be born independently wealthy, have our spouse deal with the money, or find the perfect business manager or agent who can do this for us. I’m here to tell you — snap out of that lovely fantasy! Not. Gonna. Happen. And even if, by the grace of the angels, it did, you would still need to learn the basics in order to participate in the decisions being made about your money. Even the best business managers need your help to help you succeed. You really don’t want to be one of those poor schmucks who got super successful but are now penniless because you trusted someone else to handle all your business decisions.

In my new column for RESOLVE, “Seeing Money,” I’ll be sharing what I learned the hard way about the business side of photography during nearly 30 years in the industry. I started as a fine-art student, moved into photojournalism, built a multimillion-dollar advertising studio with a staff of 15, then closed that monster and reconfigured with a minimal crew and low overhead. Along the way I made and lost fortunes.

I never understood money; money was not my goal. I was — and am — all about making great images. But I learned to respect and understand that money has the power to support my most important work. I hope to help you realize the same thing by explaining what works, what mistakes to avoid, and how to recognize the ways our creative brains sometimes sabotage our own success — especially whenever it comes to managing money.

I am constantly trying to answer the difficult question, “How do you reconcile the conflict between art and commerce?” I give the long answer in my workshops. The short answer is, “Get paid to shoot what you love to shoot.” To achieve that, you have to build a solid foundation, step by step, to financial security.

Many photographers have a lot of fear around money; they think it will dilute their talent and corrupt their values, or they just can’t handle the math. I’ll provide pain-free financial management tips you can apply right away. OK, that statement was a lie — there is no such thing as pain-free financial management. But rest assured that my lessons will be less painful than if you did not learn these skills at all. Plus, you are benefiting from all the pain I’ve already gone through to get where I am today. Best of all, as you begin to learn and apply fundamental business lessons, you will find that you gain confidence and actually begin to enjoy the business part of your photography business.

In this “Seeing Money” column, I will discuss the steps you need to take right now to start (or save) your business. Check back soon if you wish you knew more (or didn’t realize you needed to know more) about:

• basic bookkeeping
• writing a business plan
• getting an SBA loan and line of credit
• working with an accountant
• managing cash flow through accounts receivable/payable reports
• insurance
• legal issues
• important business tools

Ningxia Hui Autonomous Region. Tourists enjoy themselves on the 100-meter-high sand dunes. ©Sean Gallagher. Courtesy Pulitzer Center for Crisis Reporting

Before I was awarded the grant from Pulitzer, I had to have it clear in my mind what I wanted to achieve with this project and how exactly I wanted to achieve it. I had already been working on the subject of desertification on-and-off for over a year, so I already had a good idea of most of the main issues.

In drawing up my application for the grant, I had to lay out a detailed plan of where I would go during my proposed trip, which forced me to clearly identify the key issues that were important to the big topic. Beginning this planning process was no easy task. China is a vast place and desertification is an equally vast issue. I knew that I was going to have to lay a careful plan if I was to achieve everything I wanted to.

The first thing I did was revisit all the old articles that I had bookmarked online over the months. I have a habit of bookmarking interesting articles in case I ever need them or decide to follow-up on them for potential photo-essays. This helped me quickly review what I was already familiar with. Through my research, I then started to make a list of separate issues that were all linked to desertification. These included things like environmental refugees, degraded grasslands, abandoned cities, threatened water, tourism, science vs. the desert, etc.

The next step was to head to my office wall, where a large, detailed map of China became my logistical planning station. With articles in hand, I started to circle locations that seemed to represent each issue I wanted to cover. Quite soon, I had circles and scribbles all over the map. My proposal was going to be for a 6-week trip, so I knew I didn’t want to attempt too much — but I also needed to cover all the key issues. I decided to tackle six issues, one per week, giving me seven days with each location and issue.

One of my main goals for this project was to show that desertification was affecting vast swathes of China. I therefore planned to travel from “coast to coast,” 4,000 km from one side of China to the other, and picked locations that would move me progressively across the country. Most of my locations fell along China’s northern rail network, so I decided to ride these trains as a way to link my locations and give me a better feel for the land I was traveling through.

Once I had decided on locations and how I was going to travel to them, I needed to identify how I would cover the issue in each location. Again, this came down to research. I trawled the web looking for information on each location to give me a an idea of what images I could potentially make there. For some of the locations, however, the information was limited, so I knew it was going to take some investigative work once there to tell the story. Also, you can never plan completely what pictures you will take because it is often the serendipitous ones that eventually turn out to be the best.

Even after all my research was done and the plan was laid out, though, I just knew that everything would not transpire as smoothly as I hoped. “This is China — things are never straightforward,” I though to myself. I had prepared as best I could, but I also had to be ready to adapt quickly to the changes I would inevitably have to make to my plan.

Jennifer Pottheiser
www.pottheiser.com

“One of my favorites is shooting without looking through the lens – thanks to Joanne Dugan for that one! Its a great way to shoot pets and kids and still actually see whats going on around you. I have gotten some tremendous shots this way, and it really takes the pressure off.”

Mark Wallace
www.markwallacephotography.com

“About a year ago my friend Craig was telling me how uninspired he was about his photography. He had his new 1D Mark III and was telling me that there wasn’t much to shoot. I challenged him to a friendly duel. I told him there’s always something to shoot and told him to grab his camera. We walked outside to a dreary drainage area and I proposed the challenge: 5 minutes in the pile of rocks, my iPhone vs. his fancy camera, may the best man win. Here is the complete story and results.”

Peggy Morsch
www.peggymorsch.com

“Lately, I’ve started going through Freeman Patterson’s book: Photography and the Art of Seeing. There are MANY exercises in there to get your judge off your shoulder and just start playing with the camera like a 9-year-old again. For instance: Walk 50 steps, click, 50 steps, click. Or while I’m walking the dogs, I make multi-exposure images of anything, just to see what it looks like. My judge stays home in the kennel! It’s given me a sense of freedom to know that I don’t HAVE to produce anything.”

• Since the Iranian government banned foreign journalists from covering the rallies in Tehran on Tuesday, people are using social media to spread the latest news on the protests. Whether or not there is a “Twitter revolution” going on in Iran, people are definitely using Twitter to distribute unsanctioned news and images of the protests. One of the most visited TwitPic pages for Iranian protests photos has received over 126,000 page views since Monday.

• Hearing about the unrest in Iran, we immediate thought of Newsha Tavakolian, a talented Iranian photojournalist based in Tehran, a liveBooks client, and a friend. Check out her pictures of the rallies and her interview on the New York Times Lens blog, plus an interview about covering Hajj on RESOLVE.

• Joerg Colberg at Conscientious pointed us to a new online resource for photo lovers: The entire permanent collection of the Museum of Contemporary Photography is now available on the museum’s website. Not only can you search and browse through the collection, you can also save your favorites to view later or share with friends.

• MediaStorm is holding a new Methodology Workshop in the last week of July. The 5-day workshop is a hands-on overview of how to produce successful multimedia projects with a focus on the methodology behind creating and implementing such work. More details on their website.