Reading Time: 5 minutes

Billy Darling, left, on lead guitar, and Devron Hooker on bass perform with Electric Soul at Guston’s Grille in Woodstock, Ga., on Saturday, June 13, 2026. The band’s performance of classic rock favorites drew a crowd of regulars, including members of the “Rock and Reunion” group, who gather weekly at live music venues along the Georgia 400 corridor north of Atlanta.

Most leaders will never sit through formal media training.

That’s unfortunate.

Because while media training is often associated with preparing executives for television interviews or crisis communications, its greatest value has nothing to do with cameras or microphones. It forces leaders to answer a simple question:

Can you clearly explain why your organization exists and why anyone should care?

Over the past couple of months, I’ve had the opportunity not only to photograph events for Appen Media Group’s seven community newspapers serving North Atlanta and the Decatur area, but also to write those stories. That shift from behind the camera to conducting interviews has reminded me how revealing a few simple questions can be. Covering everything from city council meetings and community festivals to nonprofit fundraisers and veterans’ events, I’ve discovered that the most memorable moments rarely come from the basic facts. They emerge when people explain why they are investing their time, energy and resources into the work they do.

Journalists are trained to ask the Five W’s:

• Who?
• What?
• When?
• Where?
• Why?

Most leaders can answer the first four without much hesitation.

Who are you?

What do you do?

When is the event?

Where is it happening?

Those answers provide information.

But the fifth question changes everything.

Why?

Why are you doing this?

Why does it matter?

Why should anyone care?

As a journalist, that’s the answer I’m usually chasing because it produces the quote readers remember. Facts fill in the blanks of a story. Purpose gives it life.

I’ve found that when I ask someone why they do what they do, I often get past the rehearsed responses and into the heart of the matter. That’s where people reveal what motivates them, what they believe, and whom they hope to serve.

And that matters far beyond journalism.

The Five W’s Through the Eyes of Your Customer

Every leader should regularly answer the Five W’s about their organization. But there’s an important twist:

Every answer should revolve around your customer.

Instead of making your business the hero of the story, make your customer the focus.

Who?

Who do you serve?

Not everyone. Be specific. What problems do they face? What aspirations do they have? What keeps them awake at night?

What?

What do you actually do for them?

Avoid industry jargon. Explain the transformation you provide. What changes because of your work?

When?

When are you most needed?

At what point in your customer’s journey do they seek your help? What circumstances create urgency?

Where?

Where do you meet them?

This isn’t just geography. Where do they encounter your brand? Where do they experience the value you provide?

Why?

Why do you exist to serve them?

This is the question that separates organizations people simply buy from and organizations people believe in.

People don’t just purchase products and services. They align themselves with values, causes, and missions they trust.

Simon Sinek built an entire body of work around this principle in his book, Start With Why. His argument is straightforward: people don’t buy what you do; they buy why you do it.

The organizations that inspire loyalty understand this.

Their “why” isn’t about making money. Profit is necessary, but it isn’t the purpose.

Their why explains the difference they hope to make in the lives of the people they serve.

That clarity affects everything.

It influences whether customers choose you over competitors.

It shapes whether employees want to work with you.

It determines whether people advocate for your brand when you’re not in the room.

People are drawn to purpose.

Think Like a Journalist

There’s one more layer to this exercise.

A good journalist is constantly asking:

Why would our audience care?

It’s not enough for something to matter to you. You have to connect it to the interests and needs of the people you’re trying to reach.

Leaders should ask the same question.

Why would your customers care about this initiative?

Why should your employees be excited about this change?

Why would your community pay attention?

If you can’t answer that question, you may be communicating information without creating relevance.

The leaders who communicate best don’t simply announce what they’re doing.

They translate it into terms their audience understands and values.

Your Assignment

Set aside thirty minutes this week.

Imagine you’re sitting across from a journalist who knows nothing about your organization.

Answer these questions:

• Who do you serve?
• What do you help them accomplish?
• When do they need you most?
• Where do they experience your value?
• Why do you exist to do this work?

Then read your answers out loud.

If they sound like a brochure, keep working.

If they sound like you genuinely understand and care about the people you serve, you’re getting closer.

Because media training isn’t really about handling difficult questions.

It’s about developing the clarity to communicate your purpose.

And leaders who can clearly articulate their why—through the lens of the people they serve—don’t just attract attention.

They attract trust, customers, employees, and advocates who want to be part of the story they’re telling.

Reading Time: 3 minutes

This weekend I had the privilege of serving as the official photographer for Roswell Cops N Cars, an event hosted by the Friends of Roswell Police Foundation in partnership with the Roswell Police Department.

On the surface, it was everything you would expect from a great community car show. Classic cars lined the parking lot, families wandered from vehicle to vehicle, local vendors showcased their products and services, and food trucks kept everyone well fed throughout the day.

But as I walked through the event with my camera, I was reminded that the most meaningful stories are rarely about the thing that initially draws people together.

The cars were impressive. The real story was the people.

In recent months, I’ve enjoyed covering community events and writing stories for local media outlets. One thing I’ve noticed is how many organizations are intentionally creating opportunities for people to gather face-to-face. In a world where so much communication happens through screens, events like Roswell Cops N Cars remind us of the value of simply spending time together.

The Friends of Roswell Police Foundation understands this well.

Their annual event helps raise support for programs that benefit both the Roswell community and the officers who serve it. Just as importantly, it creates an environment where residents can meet police officers outside of emergency situations.

That matters.

Most interactions people have with law enforcement happen during stressful moments. Community events provide a different setting—one where conversations happen naturally, children climb into police vehicles with excitement, neighbors meet one another, and officers become familiar faces rather than uniforms seen only during difficult circumstances.

Throughout the afternoon, I watched officers answering questions, posing for photos, talking with families, and sharing laughs with attendees. Those moments may seem small, but they are the building blocks of trust and connection.

The event’s organizers often talk about the relationships that develop during these gatherings, and after spending the day documenting the event, it’s easy to understand why. The strongest communities are built when people know one another, not just by name, but through shared experiences.

As a storyteller, those are the moments that catch my attention.

A child looking wide-eyed at a classic car.

Neighbors reconnecting over a shared interest.

Families spending time together.

Police officers and residents are having conversations that might never have happened otherwise.

These interactions may not make national headlines, but they help create the kind of community most people want to call home.

The classic cars provided plenty of opportunities for great photographs, but the images I’m most drawn to are the ones showing people connecting with one another. Those photographs tell the deeper story of what the day was really about.

Roswell Cops N Cars wasn’t simply a car show.

It was another reminder that strong communities don’t happen by accident. They are built intentionally—one conversation, one gathering, and one relationship at a time.

Reading Time: 3 minutes

“We have a college student who takes great photos.”

I hear this all the time.

And sometimes it’s true.

That college student may be talented, enthusiastic, and capable of making a few outstanding photographs. But if your brand matters, hiring a photographer should never be based on whether someone owns a nice camera or has a handful of impressive images on Instagram.

The question isn’t:

Can they make a good photograph?

The question is:

Can they consistently create images that strengthen your brand?

That’s an entirely different skill.

Anyone Can Get Lucky. Professionals Deliver Consistently.

One of the first things I tell clients to look for in a photographer’s portfolio is consistency.

A portfolio should not be judged by its five best images. It should be judged by whether the quality remains high from image to image and assignment to assignment. Professional photographers deliver reliable results regardless of the location, lighting conditions, weather, or subject matter. That’s what separates experience from luck.

Your Brand Deserves More Than Good Camera Gear

The camera is the least important part of the equation.

Professional photographers bring experience in:

• Lighting
• Composition
• Color management
• Storytelling
• Working with people
• Solving problems under pressure
• Understanding marketing objectives

A business photograph isn’t simply about documenting what happened. It’s about communicating who you are, what you do, and why someone should trust you.

The best commercial photographers don’t just take pictures. They create visual assets that support your brand message and marketing goals.

Look Beyond the “Wow” Photos

When reviewing a portfolio, ask yourself:

• Are the exposures consistent?
• Do skin tones look natural?
• Are faces well-lit and easy to see?
• Does your eye immediately go to the subject?
• Is there a clear visual style?
• Do the images feel intentional?

A photographer’s portfolio is often a highlight reel. That’s why I encourage clients to ask to see complete projects, not just selected favorites. The real test is whether the photographer can produce strong work throughout an entire assignment.

Consistency Builds Trust

Imagine visiting a company’s website where every employee’s headshot has a different style, lighting, background, and quality level.

What does that communicate?

Most likely, it suggests a lack of attention to detail.

Visual consistency is one of the foundations of a strong brand. Whether it’s executive portraits, event coverage, product photography, or storytelling images, your photography should feel like it belongs to the same organization. Consistent imagery builds credibility and trust.

The Real Cost of Hiring the Cheapest Photographer

Many organizations compare photographers based on price alone.

But the real cost isn’t what you pay the photographer.

The real cost is using weak images for years on your website, annual reports, newsletters, fundraising campaigns, social media, recruiting efforts, and presentations.

Poor photography doesn’t just look bad.

It can make your organization look less professional, less trustworthy, and less capable than it really is.

Hire a Photographer Who Understands Your Story

Before you hire anyone, ask yourself:

Do I need someone to take pictures?

Or do I need someone to help communicate who we are?

The best photographers are storytellers first and camera operators second.

When your brand is on the line, that’s a difference worth paying for.

Reading Time: 3 minutes

Last week, while teaching at the School of Photography with YWAM Dunham in Quebec, one of the students, Sandrine Frédéric, asked me a question that many beginning storytellers wrestle with:

“How do you interview someone?”

For many young photographers and videographers, interviewing people is terrifying. Pointing a camera at someone is easy compared to asking meaningful questions and uncovering a story.

When I teach storytelling, I often point students to the work of Brandon Stanton, creator of Humans of New York. Stanton has interviewed thousands of strangers around the world. What makes his work so compelling isn’t his photography—it’s his ability to help ordinary people share extraordinary stories.

The good news is that interviewing is a skill anyone can learn.

Stop Looking for a Story. Look for a Struggle.

One of the biggest mistakes beginners make is trying to find someone with an amazing life story.

Instead, look for a struggle.

Every meaningful story involves someone facing a challenge, obstacle, fear, disappointment, loss, or difficult decision. The struggle doesn’t have to be dramatic.

A story can be about:

• Overcoming insecurity.
• Recovering from failure.
• Learning to forgive.
• Moving to a new country.
• Losing a loved one.
• Finding purpose.
• Overcoming loneliness.

The question isn’t, “What happened to you?”

The question is, “What have you had to overcome?”

That’s where the story usually lives.

Start Shallow Before Going Deep

Many young storytellers make the mistake of asking deeply personal questions immediately.

Imagine meeting someone for the first time and asking:

“What is the hardest thing you’ve ever experienced?”

Most people will shut down.

Brandon Stanton often begins with simple, easy questions. He starts a conversation before he starts an interview. Trust is built one question at a time. Research on Stanton’s approach shows that he often begins with casual conversation and gradually moves toward deeper subjects as people become comfortable.

Start with questions like:

• Where are you from?
• What do you enjoy doing?
• What brought you here?
• Tell me about your family.

Then slowly move deeper.

Listen for Emotional Doorways

As people talk, certain words deserve your attention.

Listen for phrases like:

• “That was a difficult time.”
• “I wasn’t sure what to do.”
• “Everything changed when…”
• “I almost quit.”
• “I never thought I’d…”

Those are emotional doorways.

When you hear one, don’t move on to your next prepared question.

Open that door.

Ask:

• Tell me more about that.
• What happened next?
• How did that make you feel?
• Why was that difficult?
• What were you thinking at the time?

The best interviews rarely follow a script.

Ask Open-Ended Questions

Avoid questions that can be answered with yes or no.

Instead of:

“Did you enjoy that experience?”

Ask:

“Tell me about that experience.”

Instead of:

“Were you nervous?”

Ask:

“What was going through your mind at that moment?”

Good interview questions often begin with:

• Tell me…
• Describe…
• Explain…
• Help me understand…
• What was it like when…

These questions encourage people to tell stories rather than provide facts.

Become Comfortable with Silence

This is one of the hardest skills for young storytellers.

When someone finishes answering, don’t immediately ask the next question.

Wait.

A few seconds of silence often encourages people to continue talking.

Many of the most meaningful parts of an interview happen after someone thinks they’ve finished answering.

Silence gives people permission to reflect.

Don’t Chase Facts. Chase Feelings.

Facts help explain what happened.

Feelings help people care.

Two people may experience the exact same event, but what makes the story unique is how they felt about it.

Ask questions like:

• What were you afraid of?
• What gave you hope?
• What did you learn?
• What would you tell your younger self?
• How did that experience change you?

Those answers reveal the heart of the story.

Listen More Than You Talk

One of Brandon Stanton’s observations is that listening has become a rare skill in a world where everyone is trying to tell their own story. He believes genuine listening helps people open up and share experiences they might not otherwise share.

Young storytellers often think they need to impress people.

They don’t.

People are usually far more interested in being heard than being impressed.

Your job is not to be interesting.

Your job is to be interested.

Remember: Every Person Has a Story

One reason Humans of New York became so successful is that Stanton discovered ordinary people often carry extraordinary experiences. The stories that resonate most are usually rooted in universal emotions such as fear, joy, sadness, hope, and resilience.

You don’t need to find celebrities.

You don’t need to find heroes.

You simply need to find people.

If you are willing to listen long enough, most people will eventually tell you about a challenge they’ve faced, a lesson they’ve learned, or a moment that changed their life.

And that’s where the story begins.

Assignment for New Storytellers

The next time you interview someone, don’t ask, “What do you do?”

Instead ask:

“What is something you’ve overcome that has shaped who you are today?”

Then listen carefully.

Your next great story may be hiding in the answer.