When promoting a product and understanding a user experience, there are always 2 methods of opinion.

The External View, when you experience the product from the outside, with a birds eye view of how you think and see everything is and run.

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The Internal View, that allows you to experience the product positioned as a user having touch points throughout the process.

Being in the creative digital industry, and being a photographer myself, I usually find myself in the “External View” Outlook. Working on how to improve my workflow, provide better customer service, improve my talent, handle and manage a scattered brain of ideas; and reinventing the wheel to be ahead of competitors. The issue with this is that rarely do you get a chance to know, except when asking your clients, how you have actually done. The beautiful thing is that no 2 people are the same, so every experience, process and deliverable will be different, though what is important here is finding ways to constantly improve.

Every Year, myself and my wife try to have one photo shoot in a different location and generally with a different photographer. This gives me insight not only into how others work from a professional level, but also allows me to experience a session from an internal process rather than just always have an externally angled view of what I think the process should look like.

Last week we were fortunate enough to have a photo shoot with one of my all time favorite photographers Fer Juaristi. Whilst I have worked with Fer for several years, and he is an active promoter of my design studios work, Fer has a unique spirit about him. Within minutes of meeting Fer you are already heavily engaged in conversation, laughing and feeling his positive energy radiant from his excitement and passion for his craft. This was our first touch point with his brand without getting to his craft. By the time we got to our first location the weather had taken a turn from bad to worse, though we went for it. Not only did I learn that Fer hadn’t done a session in the rain before, though he gave us the confidence to focus on what the session was about, that being “us” and not the surroundings.

The key points are that as a photographer, social interaction, support and motivation are just as key as your craft which lend itself to the final product. These are also add ons to the brand that you can only experience within the internal process, which add to your hidden brand culture and client excitement.

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