This empowering book by a popular photographer and speaker inspires working photographers and other creatives to define their commercial identity based on personality, raw abilities and circumstances, and then enables them to devise a foolproof business plan.

DANE SANDERS is a Southern California-based photographer, author, and speaker, who has been featured in numerous publications. A frequent speaker for Adobe and Pictage, he leads Fast Track workshops nationwide and has given platform talks at WPPI, Photo Plus Expo, Imaging USA, and Kevin Kubota’s Digital Photo Bootcamp. He can be found at www.danesanders.com.

RICHARD N. BOLLES (foreword), a leader in the career development field for more than thirty-five years, is author of What Color Is Your Parachute?, the bestselling job-hunting book series in the world, with more than 10 million copies sold. Visit him at www.jobhuntersbible.com.

Foreword Momentum	p. 11
Preface: Setting You Up to Win	p. 15
Getting Started: The Real You	p. 17
Finding Your Edge
Where's the Real Value?
Learning to Fish
You Can Do This
Where Most Photographers Go Wrong
Two Main Paths
An Exit Strategy
Attitude Is Everything
How Best to Use This Book
A New Era	p. 31
The Grumpies
The Grumpy Photographer Life Cycle (a.k.a. the Road to Hell)
A Beth or a Franz?
The State of Our Age: Globalization and Photography
The Digi-flat Era
We Live on Krypton
"The Words of the Prophets Are Written on the Subway Walls"
Starting Off Right
Learning How to Dance
The Power of Choosing Your Own Adventure	p. 55
A Star Is Born
Flat = Opportunity
A New Era in Professional Photography
Freelance or Signature Brand?
Change Is Here, and It's Neither Good Nor Bad
The New Market-Where Do You Fit?
The Best in the World
Fixing Weakness vs. Maximizing Strength
The Photographer's Twist
Embracing Our New Culture
Choose Your Own Adventure
From Being Controlled to Being in Control
Photographer by Design	p. 75
Don't Just Invent Yourself, Design Yourself
Being You-Nique
The Photographer DNA (pDNA) Assessment Tool
Go Take the Test
Welcome Back!
Discovery
What's Next?
The Power of the Fast Track System
True Confessions	p. 89
The Fraud
The New Me Was the Old Me
Blogs, Pods, and Vodcasts
My "Aha" Moment
Attack of the Grumpies
But There Was a Problem
Why I'm Telling You My Story
Wait a Second...
Expect Change
Dream a Dream with Me	p. 105
"Photojojo is Your Friend"
Owning Your Limits and Shooting for the Stars
Who's Behind the Curtain?
The Lover's Affections
Change Your Job, Keep Your Heart
Global Reach Means a More Customized Clientele
One Thousand True Fans
Serving Two Masters
Insert Your Dreams Here
Round One: Imagining Life as a Freelance Photographer
Round Two: Imagining Life as a Signature Brand Photographer
Round Three: Remembering the Dream
Your Dreams Will Define Your End Game
Going Behind the Curtain Yourself
Time to Make a Decision	p. 127
Interpreting Your pDNA
Getting Started
Life Must Be Factored In
Looking at Your Results
It's Time to Do It
Intermission
"Choose Your Own Adventure" Time
The Signature Brand Photographer	p. 145
"I Wanna Be Like Mike"
The Mike I Wanted to Be Like
So What about You?
Congratulations, You're in the Marketing Business!
I've Got My Brand, Now What Do I Do With it?
I Don't Want to Sell Anything...
Don't Sell It, Solve It
From Prospect to Pursuer
Be Prepared to Remodel
Everyone's World Is Flat-Be Known for the Right Reasons
The 80:20 Principle and You
The Freelance Photographer (and Other Career Opportunities)	p. 167
Becoming a Freelancer with a Smile on Your Face
Just Remember...
Your Value is Different as a Freelance Photographer
Your "You-Niqueness" in the Freelance World
Finding Work
Spec Work
The Role of Second Shooter: Partner, Network, and Learn
Going the "Hybrid" Route
Opting to Remain a Non-Professional
The Business of Being a Photographer	p. 187
The Tragedy of Being Trained
You Are Now a Business Owner
Start-up Blues
Getting Organized
Some Global Ideas to Keep in Mind
Strengthen Your Backbone
Automarket
Scaling at the Right Cost
Why DIY Is for Hobbyists
Making the Tough Choice
DIT: The New DIY for Professionals
It's Not About the Money, It's About the Future
Be the CEO
Getting Ready for Change	p. 211
Unprecedented Opportunity
An Integrated Life
Create Value
Keep the End in Sight
Making the Jump	p. 219
Change Is Hard...But It's Less Complex Than You Think
The Law of Change
Developing a Vision
Increasing Your Dissatisfaction
A Clear Sense of Your Next Step
Vision + Dissatisfaction + Plan = The Ability to Overcome Resistance
For Each Other
Acknowledgments	p. 234
Index	p. 237
Table of Contents provided by Ingram. All Rights Reserved.

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