Enlightened Tripod 9

The “Enlightened Action Word” ….

Idea:

The form or appearance of a thing, kind or species, from idein, to see;

The form, image, or model of anything in the mind;

That which is held or comprehended by the understanding or intellectual faculties.

Everything starts with an idea. You hade the great idea of becoming a photographer. The “Enlightened Quote”

In the end, all business operations can be reduced to three words; people, product and profits. Unless you've got a good team, you can't do much with the other two.

Lee Iacocca

No one can work as an island. Think of your team, think of all the people that help you in some way and it is a good idea to thank them for all that they do for you. Appreciation is always appreciated.

The “Enlightened Business Plan”…

Introduction of your business plan

The experts say your introduction to your business plan is probably the most important key to your success. Come to think of it, an idea just came to me, every form of introduction, such as introducing yourself to new people, new clients, new ideas is probably the most important stage of each these items. If your introduction is poor, chances are that you will not be able to go to the next step in any relationship. You must capture the imagination of the intended audience; the new person, new client, or in the case of the business plan, your banker or investor.

But even more important than that, is that fact that your mission, your success, is directed by a clear understanding of what you want to accomplish.

These are elements that should go in your business plan introduction.

 Give a detailed description of the business and its goals.

 Discuss the ownership of the business and the legal structure.

 List the skills and experience you bring to the business.

 Discuss the advantages you and your business have over your competitors.

1. Give a detailed description of the business and its goals.

The great news is that we did the bulk of the work for this when we figured out our “Why-Not!” or what some people call their mission statement. You do have a mission statement or “Why-Not!” don’t you? If not, do this first, let me know if you need help and I will send you a format template for you to follow on this.

If yes, you formulate your “Why-Not!” into an advertisement for your business.

You piece the answers from your Why-Not! into a detailed, point by point, multi-paragraph format. What’s the difference between doing this and just placing my “Why-Not” statement here? The difference is that your original answers were probably fleshed out more and your “Why-Not” is laser focused.

Banks and investors want detail! Seeing that you probably answered the questions for your “Why-Not” some time ago, you probably feel a little differently now and quite possibly can see where more detail can be added.

People want to know who you are and what you are going to do for them!

2. Discuss the ownership of the business and the legal structure.

By now, have you decided which legal entity suits you and your business better?

Here you can describe which business entity you choose and why you choose it. If it entails a partnership, you can then elaborate on what the partnership structure is and on the roles of the partners. If it is a limited corporation, then you can detail the corporate and share structure you have chosen.

3. List the skills and experience you bring to the business.

This is not time to be shy. If you don’t pound your own drum, no one will. If this document is going to be used to raise money from an investor or the bank, they need to have confidence in the fact that you are going to be able to do what you say you can do.

List all of:

Your accomplishments – photographic and non-photographic.

The courses and seminars that you have taken – educational, photographic, general, and business.

The awards you have won – if you haven’t won any awards get busy and do it. Joining The Professional Photographers of Canada or America, or the Royal British Photographic Society are excellent resources, support groups and credibility builders.

The organizations you belong to: Rotary, Kiwanis, Kinsmen, Little League or other community groups. Not only are these well known groups, but chances are, that the people who will be reviewing these documents either members or know of people who are members, a fact which will enhance your credibility. Moreover, that networking is the key to your success: the more people you know or meet the better chance that you will be successful.

Places that you volunteer your time – Again, the more people you meet and get to know, the better it will be for business. We don’t make these connections solely to get business, but members of organizations do tend to support each other.

4. Discuss the advantages you and your business have over your competitors.

Yes, this is tough stuff but the old saying is that the successful people always do what the others don’t want to do. A little bit of hard work in the beginning will make for a much easier road to follow in the long run.

You are doing a great job – keep up the fine work!

The “Enlightened Technical Corner”

Incident Light Measurement

Chuck isn’t this kind of basic? Yup, you are right, it is basic, and because it is basic sometimes we forget the power and simplicity of it. Not only that, many photographers are so locked into using their camera’s light meter, particular on automatic, spot mode.

Is it always the best?

Or is it just easy?

Are you trying to create great images?

Or just capturing the shot?

There are two major methods of measuring light in photography: measuring the light reflected from the subject, or measuring the light falling upon the subject. No matter which method of measuring exposure is used, it must be remembered that exposure really is determined by the amount of light reflected to the camera by the subject.

The important question to ask is what is your goal for the image?

What area of the image do you want to stand out?

Whatever amount of light that is reflected into the meter is read as 18% grey, so if you photograph something that is dark and you measure that area, it is automatically measured at 18% grey. In the finished print it will look too light.

Likewise, if you are photographing something light, this also is rendered at 18% grey. Opposite to the first image, we end up with an image that is too dark.

True, you can change the effect in printing or your digital imaging software, but the result will not be a faithful rendering and other values in the image will be incorrect.

To use an incident-light meter, hold it at or near the subject and aim the meter's light-sensitive cell back toward the camera. The meter reads the amount of light illuminating the subject, not light reflected from the subject, so the meter ignores the subject and background characteristics. As with a reflected reading, an incident reading provides exposure information for rendering average subjects correctly, making incident readings most accurate when the subject is not extremely bright or dark. When taking an incident-light reading, be sure you measure the light illuminating the side of the subject you want to photograph, and be careful that your shadow isn't falling on the meter. If the meter isn't actually at the subject, you can get a workable reading by holding the meter in the same kind of light the subject is in. Because the meter is aimed toward the camera and away from the background light, an incident reading is helpful with back lighted subjects. This is also the case when the main subject is small and surrounded by a dominant background that is either much lighter or darker.

*You can do this with your camera too, just face the source of the light, shield the lens from the direct light and take the reading.*

The exposure determined by an incident-light meter should be the same as reading a gray card with a reflected-light meter. Fortunately, many scenes have average reflectance with an even mix of light and dark areas, so the exposure indicated is good for many picture-taking situations. However, if the main subject is very light or very dark, and you want to record detail in this area, you must modify the meter's exposure recommendations as follows:

• For light subjects, decrease exposure by 1/2 to 1 stop from the meter reading.

• For dark subjects, increase exposure by 1/2 to 1 stop from the meter reading.

"Enlightened Marketing”

Injury Photography

Photography can be used to provide a very powerful visual impact of the injuries sustained. Your client list can be endless, insurance claims, lawyers, doctors, companies, and unions to name just a few.

The photographs provide evidence that can greatly strengthen case even when victim does not participate, in some cases they can’t get into the court room. The experts say that the images may improve likelihood of conviction. But all of them agree that having the images can save costs related to prosecution when graphic photos exist and that number of police and others testifying can be reduced if there are graphic photos available.

Basically you want to take photos that are as dramatic and graphic as possible (of injuries and of any torn clothes or other damage apparent). In each case it is important to have good, clean lighting and proper exposure. It is essential that you use a ruler in the images that shows the size and scope of the injury/damage clearly. It is important to document the progression of the injuries, especially highlighting permanent effects. If there are permanent effects of bodily injury possible penalties/legal consequences can be more severe.

Document scars and old injuries as well to give a clear portrayal of the injured.

Take multiple pictures in a given visit (apparently judge can throw out pieces of evidence without giving an explanation. If there are multiple photos it becomes less likely that photo evidence will be completely eliminated from case. Have the patient undress fully (or undress and re-dress in stages if more comfortable) and take photos of any areas of visible injury. It is important that when you do this you have another person present in the room with you for your protection.

Have the patient come back repeatedly during course of healing for more photos. On the initial visit you may only see a few injuries, three days later more injuries may come apparent. But make sure that you can take photographs of the injured as soon as possible after an injury, at this time they are usually more dramatic and evident. But in some cases when the patient returns after a few days, the injuries may look far more dramatic and gruesome. These additional pictures may help strengthen case further. You are trying to get the most dramatic pictures possible.

Needless to say clarity and quality are imperative.

This form of photography may be the easiest to market. Drop off cards, flyers, emails to all the doctors, plastic surgeons, lawyers, insurance companies, and dentists that you can think of. You can charge on an hourly basis plus images or on a package basis.

“Enlightened Living”

Imagination

How do you use imagination in your life?

Your journey requires the constant use of imagination… for without imagination, there are no relationships, no creativity and no soul.

As Napoleon Hill once penned,

“What the mind of man can conceive and believe it will achieve.”

In order to conceive you must be able to imagine.

Imagination, which can also be called inner vision, is a gift that has many positive applications, but more than often it is not well-developed or correctly used. Few people possess the ability to control what enters their mind. They let their mind and imagination do as they please, and let any stray thought or mental image appear on the screen of their inner vision. This lack of control leads to lack of control over their life. Let your imagination run riot, and your life will be a mess. Control it and visualize only what you intentionally decide to visualize, and you change your life in accordance with your will. What is the imagination, the inner vision? It is the ability to see in one's mind mental images of something that exists, and also the ability to imagine objects, situations or circumstances that do not exist now. Imagination is not only visualizing mental images. It is possible to visualize using all the five senses. You can visualize a sound, taste, smell or a sensation. If you watch your mind, you will find out that you are constantly using your imagination in various ways. You use it while thinking about the past or future, planning, painting, writing, and describing something. You use it when you describe how to get to a certain street, when you read and when you daydream.

Albert Einstein once said;

“Imagination is everything. It is the preview of life's coming attractions.”

Developing the imagination, the power of your inner vision: Find some fifteen minutes every day for the exercises.

1. Visualize something simple that you can believe you can get, such as going to a movie with your girl/boy friend or with your husband/wife, eating at a certain restaurant or doing something else you would like to do.

2. Visualize your desire clearly, and include in the visualization all the five senses. If it is watching a movie together with another person, imagine the two of you entering the cinema and sitting down. Listen to the people around you, use your sense of smell and feel the coldness or warmth in the cinema hall. Visualize eating popcorn or drinking some soft drink, and enjoy the taste and smell.

You might find out it is easier to imagine with some of the senses, and a little difficult to imagine with the others. Go on with the exercises and you will strengthen your ability to imagine with all the senses.

Do the same exercise everyday, and you will find that it gradually becomes easier.

Sometimes you may find that your mind starts to verbalize about what you are imagining. Be careful not to replace the imagination with words. The aim is to use the imagination, not words.

Here’s is another idea; give yourself a monthly theme exercise. Come up with a theme and create an image depicting that theme. Better yet, get together with two or three other photographers and have the challenge as a little contest. Best image gets lunch bought for them!

Yours in Health, Happiness, and Success

Your Friend

Chuck Groot BFA, F/PPABC, MPA