It’s coming. Be ready.

Hold on tight and be ready. Those are words that can instil fear. Something is about to happen, and you somehow need to understand it and be ready for it, “or else”. It happens to everyone in life, and it happens in every industry, but its effects are particularly dramatic in an industry where technology plays such a central role as in photography. Things change, and they change dramatically.

An example everyone knows is Kodak, which went from being the premier company in photography to essentially disappearing in the course of just a few years. Oh, they saw “digital” coming all right, that wasn’t the issue; they saw it coming like a thundering express train while they stood there right in the middle of the track, not moving, sheepishly staring at the disaster that was about to befall them. Paralyzed, they stood there until, well, until… splash.

The general consensus has it that the reason was that they really didn’t understand what industry they were in. They thought of themselves as a chemicals company. They employed lots of PhD chemists, and got chemistry prizes and awards and patents. Chemistry experts, that’s what they were. Except, of course, they were not. They were an imaging company, and if they had realized that they would’ve switched simply from chemicals-based imaging to transistor-based imaging. They would not have been hit by that train.

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Glass plate, celluloid, or phototransistors: who cares?

Today that pace of change is still happening in the photography field. The pace of change is enormous. You learned on an SLR with film; now you need to know how to use a digital SLR. You shot at 100 ISO; now you happily shoot at 6,400 ISO. Yes – but wait. Maybe we will switch to mirrorless cameras next year. Or to 3-D cameras. Or to cameras that allow you to focus after the fact. You are a photographer, but perhaps in ten years you will think of yourself as an image – based storyteller.  Or something entirely different. Maybe  instead of a photographer, you will consider yourself a computer image manipulation expert. Or maybe you’ll become a videographer.

The point is: be ready for constant change. If you have not experience the following changes yet, chances are that you will:

  • Photoshop to Lightroom.
  • Low ISO to High ISO.
  • Crop frame to Full Frame.
  • Mirror to Mirrorless.
  • PC to Mac (or, for that matter, Mac to PC).
  • Disk storage to hybrid storage.
  • Hybrid storage to solid state storage.
  • Local storage to cloud storage.
  • Stand-alone photography to photography integrated into web, social media, cloud, etc.
  • Stand-alone hardware to “the Internet of Things”.
  • No GPS to built-in GPS everywhere.
  • CF to SD; SD to Micro SD.
  • USB to USB 2 to USB 3 speeds.
  • USB connector to Mini USB to Micro USB.
  • Proprietary to universal formats (even Sony is stepping away from proprietary to industry standard, who could have imagined!)

Now, those are just a very few predictable changes—so you can get ready and prepare for those, and you should. Plenty of help available (I, um, know an experienced educator and photographer who, um, wrote a series of books and teaches, um, a whole lot of courses (more coming soon!). And there’s Internet resources, like this blog.

But there are also—and here, unusually, I will give Mr Donald Rumsfeld credit—such things as “unknown unknowns”. The changes above flow naturally out of known trends, but many changes do not; they are the result of unexpected events. Black Swans. No-one in Hammurabi’s Court could have predicted Quickbooks Accounting software. No-one in 1217 could have predicted electric drones (“Look! It’s a miracle! I see a buzzing angel”). No-one in 1736 could have predicted DNA-based crime analysis. And so on. These are the things that will make you feel old. And I know that you do not want to feel old.

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So my advice to you is this: take courses, do seminars. Join photo clubs. Read up on the Internet. Read books on photography. Read blogs, like this one. Listen to blogs, like TWIP (This Week in Photo). And see yourself as a maker of imagery in the broadest sense. It is silly to waste any brain-energy on questions like “Canon or Nikon?”—especially when perhaps 20 years from now you will all be using Apple i-See (or iSight) cameras. Do not fossilize.

Do not look from the tools to the end product, as Kodak did (“we know chemistry, so we will make chemical photography stuff”). Instead, look from the end product back to the tools (“we want to make beautiful images, so we will use whatever technology is most suited for that today”). That’s how you stay honest and fresh. 

 

2 thoughts on “It’s coming. Be ready.

  1. Just a couple points to add to Michael’s wise observations.

    1. with changing technology, manufacturers are compressing product life cycles. That means items such as camera bodies face a life of roughly two years max. If you chase technology changes, you can lose a fortune. You must remain grounded and spend more time doing your homework on what you really need. And focusing more on image quality rather than the latest gadgets.

    2. no matter what technology offers us, in the world of photography, capturing a solid composition is job one. It always will be.

  2. Hear, hear.

    Indeed. I so often hear “Oh, I have a XYX Mark 2 camera/lens/whatever, and the Mark 3 is out, so I need to upgrade” – no you don’t. Not unless you need the new or upgraded features. Which is not a given. I often suspect that the compressed life cycles are a function of the bottom line, rather than of technological need.

    And certainly, a photo is a synthesis of subject, timing, light, composition, and technical ability. And the technology does not help you get the right composition or moment. I am writing a course on iPhone photography as we speak.

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