I love naming things — business, products, campaigns. I get a thrill out of coming up with a name that is clever and communicates the value proposition. 


But when I decided to do a personal branding podcast, finding a name I liked stumped me. 


I'm going to now start making content specifically for photographers.

Now, here's why that helps you as a photographer, because I have the opportunity now to be a lot more specific in the problems I address.

You have completed your website or Instagram complete with your best, award-winning images and sent it out to the world to crickets. Or maybe you got lots of likes and hearts but no leads.

Attaboys and attagirls are cool when people are admiring your images, but you got into this business to serve customers, to help others create memories, and to make a profit.

What’s missing from your website to help visitors make the transition from admirers to buyers?

Your point of view can be an effective way of differentiating yourself in a crowded marketplace.

It started at a dinner party where I didn’t know anyone and my camera opened the door to my future calling. Remember I said that everyone needs a Why story? I’ll tell you three of mine today.

If you want to be remembered. If you want to be the go-to service for your tribe. If you want people to spread your name, you have to tell your story. With all other things being equal, a compelling story can tip the scales between you and a similar option.

This week, I was all set to buy some gear from Cleveland’s Major League Baseball team, and I’m not a fan of Cleveland. To be honest, I barely even watch baseball. But I thought about plucking out my credit card and ordering a Cleveland jersey.

Why? Cleveland had just made a statement by changing the name of their mascot from the Indians to the Guardians. I wanted to make a statement by supporting that decision.

“Are you okay? You don’t look like you are feeling well,” I said.

He looked at me, shook his head and said, “this is not going to be a good day.”

And then he said nothing else.

Right then, I knew he was walking me into the gallows.

By the time she was done with me, I was frustrated, defeated, and angry. I was offering my first weekend workshop in New Orleans, which was a considerably larger investment than my typical afternoon workshops.

One potential customer, we’ll call her Cathy, called to learn more about it. And for the next hour or so, she gave me every reason why she would not want to buy from me.