Stop Selling
I recently went one on one with Michael Grecco, the award-winning director and photographer of celebrity portraits, advertising and editorial commissions, private collections and fine art. Michael previously shared some of his insights and advice on the leadership blog and we spoke again in advance of his latest project.
Adam: Great to have you back to share some additional insights. First things first, though, I am sure readers would love to learn more about you. What is something about you that would surprise people?
Michael: Well, even though I am presently a creative and entrepreneur, was a Punk Rocker in the day. I just finished a book called Punk, Post Punk, New Wave: Onstage, Backstage, In Your Face, 1978 to 1991, which is a collection of my unseen images from the day.
Adam: What would surprise people about the life of a celebrity photographer? Can you describe what goes into your work and how it may differ from the way others may perceive what is entailed?
Michael: It’s less photography and more business these days for me. It takes a great deal of concentrated effort to develop and work on projects, books, documentaries, and gallery and museum shows. You have to work very hard to get the arrangements together and make things happen. And the reality is, there are some things no one else can do because they do not have the knowledge and relationships you do.
Adam: What are the key experiences, failures, setbacks or challenges in your life and career that have been most instrumental to your personal and professional growth?
Michael: There have been many. But if you do not learn from each one of them, you will make the same mistake. For me, most of my failures as an artist were financial. I did not care about investing money into something and whether or not it would yield a ROI. You did it for ego and to promote your brand, even if it did not work. Now I am very careful about how I run my business financially.
Adam: What compelled you to develop your new book? What do you hope readers take away from it?
Michael: First, there was the wish to have the world see these images that have been in my file cabinet for almost 40 years. There is pure excitement as an artist to both be proud of your work and excited to share it with the world. That said though there is a business equation that books are positioning statements for the business. They help with your brand and how people see you. Even if I am working on a business deal for a startup, everyone I deal with knows who I am. Oh that’s the guy that did that book. For photographers in particular it sets you apart, because not everyone gets to have their work published with a major US publisher like Abrams.
Adam: What are your best tips on the topics of marketing, branding and positioning?
Michael: Well, if you can write or create a book, that’s a first step, but then taking that and doing public speaking in your industry will continue to set you apart. It makes you an expert in your field. You become the authority on a particular subject. And for business purposes, I would keep the book and lectures about a subject that can strategically help the business. You can write the great American novel, but if you do not become a household name from the effort, it will not contribute to the positioning of your business.
Adam: More broadly, what are your three best tips applicable to entrepreneurs, executives and civic leaders?
Michael: Be conscious about how your audience perceives you. Make sure that perception supports your goals, and if it does not, work at changing it.
Adam: What are your best tips for up and coming photographers or those interested in breaking into the industry?
Michael: It’s a tough industry these days. I would work in different aspects of it, assistant and experience photographer with good business knowledge and experience. That will give you a basis on how to run your business, and also give you a perspective on what you want to shoot or what aspect of the industry excites you. Being a re-toucher, for instance, might be a viable thing for a photographer who really enjoys that, and it still keeps them in the industry. But most of all, perseverance is the key to success. No one is going to hand it to you.
Adam: What is the single best piece of advice you have ever received?
Michael: Shut my mouth. I had a colleague at the Boston Herald who told me to listen, and if the boss says yes, stop selling him. It makes it look like you’re arguing even after you got what you wanted. I think listening in general is the key to success for a photographer or any business person.
Adam: Is there anything else you would like to share?
Michael: I just want to thank our audience for their interest in reading this story. Thank you also Adam.