Gregory Daniel is back in The ReWork studio, and he’s got another soap box to speak from. This time, he’s talking about FEAR of pricing our work, FEAR of embracing the value of what we do and the FEAR of change in our industry. 

We discuss why so many photographers struggle with valuing their art. It’s a challenge that hits home for so many of us who started out driven by creative passion but need to transition to a more business-minded approach because, hey, we have bills to pay, and, more importantly, we are providing VALUE to our clients.

Gregory shares insights into the industry’s shift from film to digital and how that massive change affected not just the actual photographic work but also the way we connect with clients. A change that is still affecting the industry today.

One key takeaway is the importance of getting your mind right about your business and staying relevant in a changing world.

And speaking of change, we’ll use AI (ChatGPT) in real time to investigate pricing a 16×20 (you’ll love this!) 

We’ll also discuss reframing how we look at what we are actually selling our clients and the value that has. 

We talk about dreaming big and maintaining creative discipline while making sure that your business is up to current challenges and has been built to withstand future changes. 

Greg’s insight and philosophy is sure to inspire you to rethink your pricing strategy, embrace change, and find new ways to thrive in this dynamic industry, so get ready for a thought-provoking conversation that just might change the way you view the value of your work..

Let’s Do It!

In this episode, Greg and I discuss

• Mindset Shift: make the transition from a hobbyist mindset to a business, especially in how you value your work and subsequently price it
• Adapt to Change: how the shift from film to digital photography created challenges
• Understand The Value of Physical Product: the need for photographers to focus on creating and pricing physical products rather than treating digital files as the product
• Dream Big: why to give yourself permission to envision new possibilities and business models that can lead to growth and expansion

Here’s a glance at this episode:

• [5:15] – Gregory reflects on the industry’s struggles with pricing and emphasizes the need for a business mindset.
• [7:06] – Fear can be overcome in change management, but the industry faces a failing business model.
• [10:26] – Gregory points out how many professionals have resisted the shift to digital photography, leading to stagnation.
• [12:24] – Digital technology accelerated changes in photography, causing loss of important business principles.
• [15:29] – The photography community has split into two camps, with younger women pursuing looser styles and lacking effective mentorship.
• [16:15] – Gregory criticizes influencers for treating digital as a product rather than just an additional tool.
• [19:19] – Gregory touches upon how his shift to an art-focused business model during the digital transition boosted sales.
• [21:19] – Clients value physical artifacts over digital files, valuing lasting memories.
• [24:57] – Gregory suggests trying gallery-style pricing to change how people see product value
• [27:46] – ATJ discusses pricing for 16×20 canvas prints, ranging from $75 to over $600.
• [30:44] – Gregory emphasizes creating a clear brand and pricing around a single focus.
• [32:58] – ATJ advises resisting client-driven product lines and focusing on what the photographer truly wants.
• [35:30] – Envisioning possibilities leads to change, even if it’s a gradual process.
• [36:35] – Gregory highlights the importance of giving oneself permission to dream to spark change.
• [38:55] – For ATJ, deciding to stop photographing weddings opened up space for new inspiration.
• [40:27] – Gregory advises focusing on one main product first to establish a clear brand and voice.
• [43:29] – ATJ likens building mystique around a brand to luxury handbags.
• [44:56] – Dreaming big is key to achieving sustainable success, not just minor adjustments.
• [46:54] – Many creative industries operate on unsustainable models.
• [48:02] – Gregory compares running a photography business to being commissioned as an artist.
• [51:31] – Gregory shares that he encourages his children to integrate work and passion, creating a harmonious and fulfilling life.
• [53:11] – Gregory values spreading love and connection as a way to enrich lives and open new opportunities.
• [55:19] – Gregory enjoys the Smartless podcast and finds timeless wisdom in old books and pamphlets.
• [58:00] – ATJ stresses the importance of building long-term relationships with loyal clients.

Click here to listen!

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We’d love to hear your thoughts, suggestions and ideas! 

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Allison Tyler Jones
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