“Often, in common parlance, the words creativity and innovation are used interchangeably. They shouldn’t be, because while creativity implies coming up with ideas, it’s the “bringing ideas to life” . . . that makes innovation the distinct undertaking it is.”

Davila, Tony; Marc J. Epstein and Robert Shelton (2006). Making Innovation Work: How to Manage It, Measure It, and Profit from It.

________________________________________________________

When we hear the word “innovation” one would think of NASA’s new intergalactic solar optic telescope! Maybe even new DNA analysis breakthroughs which resulted in solving a homicide from 40 years ago. As seen on CNN and BBC, they are known for highlighting monumental ground breaking news. Innovation definitely does not have to be world changing breakthroughs by any means.

In the business world innovation and creativity have resulted in breakthroughs as well. You might even see the big Fortune 500 companies risking their stock holder’s profits to try something new, despite the Board of Directors acting as the overly protective and proud father. Not allowing “little Junior” to do anything stupid and mess up the family’s reputation. There are some exceptions though, like Google. Even though Google went public in August 2004 and is now one of the Big 500, Google was founded on the idea of innovation and creativity. Even today their brand image is all about innovation. Another company that has seen great success by doing things a bit different is Dogfish Head Brewery. Both companies were founded by individuals who had a burning passion for what they loved and knew they could improve it.

In my experiences as a Professional Wedding Photographer, most of my clients choose me because they want something different. I knew I needed to set myself apart from my competition. There are many ways to be “one-of-a-kind.” I’ve heard many other photographers say, “I’m not good at business.” As if “business” is everything other than actually taking the picture. There are many things that I am not good at, too. Like paper work, Excel and budgeting. These are all things that I outsource to other professionals who specialize in those things. Most artistic people rely heavily on the right side of their brains. They lack the analytical left side of the brain that give us Artsy types the stereotype of being in la-la land and day dreamers. For the most part this is true. We’ve all met the Artist who is so “far out there” that it’s hard to have a conversation with them!

Don’t be afraid of infusing some of your creative genius into your business, though. Remember that even though we are photographers, we are small business owners as well. Think about our title, Professional Photographer. Our title is a two part title. Anyone can be a photographer. What about a Professional Photographer? I’ve been a photographer since I was a little kid. While in the Navy I realized I wanted to live my childhood dream of being a Professional Photographer. Instead of going to Art School I decided to learn about business. Fortunately I was also fascinated with the concepts of running a business. This would be a fun way for me to learn about Entrepreneurship while still doing something I am extremely passionate about.

For example, marketing is one of the areas I absolutely love! Other than shooting pictures, marketing is one of my favorite things to do. Whether it be Personality Marketing, Internet Marketing or other flavors of Creative Marketing; this was the greatest way for me to set myself apart from other photographers. This allowed me to use my creative juices to improve my business. On the surface marketing goes hand and hand with advertising. Just like spaghetti and meatballs, right? Marketing is an umbrella term that encompasses business decisions in order to identify and satisfy customers’ needs, and hopefully create a long lasting relationship. The way I look at it is like making friends. Similar to high school, if the other kids like you then you will have many friends. On the other hand, if not a lot of people like you…you may need to pay people to be your friend…like Advertising!

________________________________________________________

Summary:

You are a creative professional and should infuse your “art” in all aspects of what you do! Make your business duties an extension of your creative genius.

~Rob Nicholson