Sometimes You Go With The Flow, and Sometimes You Fight Like Hell

Riptides are bad, but we may all be caught in one and not even know it.

There was no doubt about it, I thought to myself, the current is going to drag me out to sea and I was not going to live another minute.

It started as most days do in Southern California, with a little fog and a breeze. We bought some bagels and headed toward the beach at Del Mar to catch some rays and do a little body surfing.

I was having a great time catching big wave after big wave, then I noticed the next one was far bigger than I expected. In fact, the waves had been getting bigger all along and I hadn’t noticed how large at all.

This monster crashed down on me and threw me to the sandy floor. I immediately swam to the surface only to be slammed down a second time.?

Now the depth was getting the best of me and as I tried to swim toward the shore, the wave started receding and taking me with it.

Dazed and bruised (I would find out later) I was losing my fight with the current.

“This may be it”, I thought, just before getting hit again.

But this time I pushed as hard as I could do. I seemed to find strength I wasn't aware I even had. I fought that rip and swam like hell.

I was exhausted when I finally put my feet down and struck the sand.?

The land speed record for running out of the surf was set that day but no one was there to catch it.

My wife was waiting as several lifeguards were charging hard to my position. They had seen me and were on the way for a splendid rescue.

We sat on the beach for a few minutes as I thought what may have happened if I had tried to swim up again instead of with the wave?

It was a quiet few minutes.

Then we went to Taco Bell.

Tacos, even Taco Bell tacos, are my happy food.

Ever tried swimming against a strong current??

That’s what it feels like in this rapid age of automation.?

The tech tide's pushing us all.

You don’t wanna be caught downstream, just riding the flow without direction.?

We gotta move upstream.?

Do the hard swim.?

Push against the current.

Remember when web design was the it thing??

Everyone wanted in. Big money.

My agency made millions making websites for law firms, corporations, government, and tech startups. ?

Now… let’s just say that web design is becoming ubiquitous. Anyone can do it, or have it done for cheap. Same for logos, or pitch decks, or... well, you get it.

Being a creative today feels like the current is getting out of control.?

We can go with the flow, become a slave to all the AI tools that come down the pike, and maybe be caught flatfooted when it inevitably comes to a screeching halt. Or at least slows down.

Or we can prepare ourselves for the change we all sense is coming - wanted or not.

Change is inevitable.?You either roll with it or you get rolled over by it.?

Adaptation is your lifeline.?

It is time to identify new skills and double down on them like me at a Chimichanga all-you-can-eat bar.

The job market’s a competitive beast, and it’s hungry for innovation.?

If you're not learning, you're falling behind.?

Don't be that guy. Or gal.

Stay ahead. Stay hungry. Keep swimming upstream.

The Changing Landscape for Photographers:

Advancements in technology have increased the demand for photographers to produce more work in less time.

Generative AI, the incredible power of post-processing tools, and the rise of smartphone photography have democratized the field, leading to a race to the bottom in terms of pricing and volume.

It’s a race no one wants to win, but far too many sign up for it.

Don't. Find ways to create more value and more reasons for clients to want to work with you.

Creative professionals need to adapt and find new ways to differentiate themselves in an increasingly automated world.

Gone are the days when making a shot was about mastering the light, composition that was dead on, and technical knowledge of exposure and processing.?

But photography by itself has become easy. Really easy.

Maybe even too easy.

Clients are demanding more shots in less time.?What took two days before takes a few hours now. And nobody seems to know what the value of it is anymore.

You've got generative AI whipping up images, and smartphones – don’t even get me started – churning out high-res magic.?

And you know what that does, right?

That shoves the price tags down.

It's a wild race, and it looks like it's heading straight to the bottom.

But here's the big twist, mi amigos.?

A new challenge for creatives in all fields.

The challenge isn’t really about the quantity or the price.?

It's about the soul of your work. The depth of your ideas. The extra layers of unique qualities you pile onto your photographs. Like guacamole on Green Enchiladas, the little touches go a long way.

Its the depth of the services you can offer with your photography that makes it incredibly attractive to clients.

Everyone’s got a camera now. Lots of people making “photographs” with AI. Lots and lots of mediocre photos are being created by image-enhancing software tools that quickly render the sort of pablum photos we see everywhere.

(Of course, you know where Pablum ends up in a few hours, right? For those of you who have never changed the diapers of a little one who just started real food, man do ya’ll have a surprise awaiting you! Nothin’ on this planet can prepare you for that moment.)

The saving grace of all this is you, sweet cheeks.

Everyone can own a camera, but not everyone’s got your eye, your vision, your story. Your wide and deep ability to create visuals that work for your clients.

The game's changed.?Don't just adapt.?

Evolve.?

Carve your niche.?

Widen your skill set, and create stuff that no one has seen before. Make creativity your mantra and your muse.

Add motion graphics, graphic design, video clips, and presentations... build a creative arsenal that can compete strongly against any one-trick-pony competitor.

Let tech be the right tool, not the artist.?

With your new and deeper skill set, help clients set up their Squarespace or Shopify sites while creating the photographs and images they need.

And use AI when you need to.

Don’t take anything off the table in your quest to make amazing art that helps clients build amazing companies.

I will never use Midjourney, but I won't tell you not to.

(I do use GPT, Descript, Hyperfury, Audiopen, and Typeshare for ideation, writing, and outlining.)

Creativity is the strongest business of the foreseeable future.

And that is our key to building a sustainable, and successful business.

The Creative Class is ready to help.