As a photographer, my personal philosophy is fairly simple. My goal is to create images that demand a response from the viewer.

Here are a few of the rules I’ve learned over the years to help me reach that goal.

Find the story.

Every person has a story to tell (as does every brand). At first glance, their story might not be that interesting, but that’s your fault, not theirs. Everyone have a story, and its crucial to remember that they’re the star of that story. The job of the photographer is to capture their story in a way that helps others to see why the subject is indeed a star.

Show don’t tell.

To transform the information you’re trying to communicate into knowledge and action, both sides of the viewer’s brain need to be engaged. That’s what happens when words and photographs work properly together. My job is to make pictures that amplify and reinforce what the words are trying to tell in a way that words alone cannot do.

Elevate the art of storytelling.

Great comedians and photographers never underestimate the intelligence of their audience. Trust them. Swing for the fences. Not only will they get it, they’ll appreciate the fact you didn’t pander or talk down to them.

Solve problems.

When things go sideways, professionals don’t get rattled. They expect problems to arise and have spent many sleepless nights coming up with ways to make things work when they shouldn’t. They’re like Batman in that regard, who always carries a sliver of kryptonite on the off-chance that Superman gets the urge to go rogue.

Exceed the client’s vision.

Producing what’s expected is not only expected, but it’s also the bare minimum that a professional photographer should bring to the creative table. One gets hired because the client believes they can deliver what’s needed. Meeting and then exceeding those expectations is what gets you rehired.

Be flexible and willing to adapt.

Don’t be so committed to the game plan that you fail to see opportunities (happy accidents) when they happen. Being focused is good, tunnel vision, not so much.

Be nice.

When you’re nice to everyone around you, good things happen. People share their thoughts and ideas. A relaxed set is a more productive set and usually leads to better pictures.

Work fast, but be in control.

Bored people do uninspired work. People love to be productive and get things done. Nothing kills enthusiasm quicker then a bunch of people standing around waiting for something to happen. Working fast while getting results energizes the whole set. That’s when the happy accidents start to happen and you exceed the client’s vision.

Entertain the viewer.

You first have to engage a person before you tell them a story. Give the viewer a reason to look at your pictures. If you don’t, they’ll never see what you’re trying to say to them.

Thank you for visiting my site. Please don’t hesitate to contact me to share your thoughts or questions.

Kenneth Jarecke