The Art of Compelling-ness
I see it constantly - all the photographers and branding experts saying you need to “stand out”… be more visible. In my opinion, that’s a pretty low bar to set.
Sure, visibility is important. But being 'visible' is incredibly easy - easier than ever, actually. ‘Visibility' is just showing up. I guess that's why they're selling it. You can quantify and defend it. And if you aren't getting the results you had hoped for, they can point to the numbers and say "But look! I've made you 437% more visible! I've delivered."
That's playing the wrong game. There's a quality that's far more valuable, but it's incredibly elusive - and I suppose that makes it harder to sell. I'm talking about being COMPELLING.
It's that spark from within... An undeniable presence that EMANATES - through your image and words... the 'alive-ness' that people FEEL when they encounter you - whether in person, or by proxy.
You only need a pulse to tell the qualitative difference between being visible and being Compelling.
Are you Compelling?
I'm guessing you are - in your own amazing, rather distinct, quirky-weird ways... But maybe not so much on camera.
In Real Life & in Real Time it's a lot easier to be compelling. But on camera? There are -shall we say- 'translation' issues... Most of us can usually conjure an approachable smile by now.
But I'm talking about the real stuff.
The texture.
The depth.
The complexity that makes it feel complete... accurate.
Well, the good news is - Compelling-ness is a skill like any other. A muscle that can be trained. But in order to reliably generate this Compelling-ness on camera, I had to find a trigger that recreates this feeling of 'is-ness' over and over, with everyone.
And to do this, I use an operating principle I that I live by - not just my work, but my whole existence:
The depth of our Presence determines the quality of our Experience.
In order to generate compelling-ness in these images that feel relevant & resonant... revealing, but beautifully restrained - I had to find a way to generate PRESENCE, consistently.
An activated, alert stillness that holds a moment like an electrified container. And then, from the state of what I call 'Active Neutral', we start layering in the particular stuff that's uniquely you.
That's why I say this is so much more than 'photography'. It truly is Identity work, and it's such an honour - and a huge responsibility.
Because in order to honestly and respectfully portray others, it's up to me to cultivate these qualities in my own life. And in order to create an abiding, compelling presence for others... I must be able to generate that myself.
I'm not gonna lie... this experience is challenging and confronting and revealing in unexpected ways. And in all fairness, not everyone is up for it.
But that's just who I am. So that's what you get when you step in front of my camera.
The only question is - Are you ready?
