Here in the Toronto area, the Ford Motor Company is currently running a radio commercial promoting its new vehicles. During the radio spot, a man exclaims that the technology in his Ford is so advanced, “I feel like I’m driving a computer!”
Huh? Who wants to drive a computer? Who wants their car to feel like a computer?
Many car companies promote the high-tech gadgets in their cars because that’s the easy thing to do. But technology isn’t an end point. It’s a tool. It’s a description.
What does this have to do with photography?
Clients don’t care about the technology behind photography. They don’t care about megapixels or megabytes. They don’t care what’s “under the hood”.
All they care about is results: good pictures on time. No surprises, no excuses.
Clients want value not technology.
