Savoring a well-earned macchiato break with James Dockery in Kosovo, recharging after long days of shooting, editing, and teaching at our video storytellers workshop. The craft and care that went into this cup matched the hospitality of the café—creating not just a perfect coffee but a moment to pause, reflect, and appreciate the incredible experience we were part of.
In 1997, at the Worldwide Developers Conference, Steve Jobs faced a brutal insult during a Q&A session. A developer criticized him harshly, questioning his competence and vision. Instead of firing back angrily, Jobs paused, collected his thoughts, and delivered a masterclass in leadership and customer-centric thinking.
You can watch the moment here: Steve Jobs’ Perfect Response to an Insult.
His response wasn’t defensive. Instead, he acknowledged that sometimes, even the best-intended ideas don’t work. He emphasized the importance of starting with the customer experience and working backward to the technology—not the other way around.
This principle is just as crucial in photography as it is in tech.
The Customer Experience Comes First
Too often, photographers fall in love with their style, gear, or creative process. They experiment, push their boundaries, and create work they adore—but that doesn’t automatically translate to a great experience for the client.
For example, many photographers get stuck on the idea of day rates or hourly rates when pricing their work. But from a client’s perspective, this can be confusing. What they really want is clarity: What’s the result? What do they get? How does it solve their problem?
That’s why I always recommend project-based pricing. It helps clients understand what they’re paying for and feel in control of their investment. One of the most effective pricing strategies is offering three options: low, medium, and high. If the client chooses the lowest tier, that’s fine—it still means you’re providing a service that meets their needs while also establishing a foundation for future work.
The Genius of Steve Jobs
Steve Jobs’ brilliance wasn’t just in creating technology—it was in his obsession with how people experienced it. He understood that customers don’t care about how complex or innovative something is; they care about how it makes their lives better.
As photographers and visual storytellers, we should apply the same mindset. The experience you create for clients—from your pricing structure to your workflow to your final delivery—matters as much as the photos themselves. A great experience leads to repeat business, referrals, and a strong reputation.
A Post-Jobs Apple and the Danger of Ignoring Customer Needs
After Jobs’ death in 2011, Tim Cook took over as CEO. Under his leadership, Apple shifted towards a more closed ecosystem, streamlining its products and maximizing efficiency. One notable change made it more difficult for customers to upgrade RAM and hard drives in their Macs. While this approach has contributed to Apple’s financial success and ecosystem integration, it has also frustrated some longtime users who prefer the flexibility of upgrading their devices over time.
This shift reminds us that companies that prioritize internal efficiencies over customer experience risk alienating their audience.
Bringing It Back to Photography
Your photography business isn’t just about the images you take—it’s about the experience you provide. If your pricing confuses clients, if your workflow is cumbersome, or if your portfolio prioritizes what you love over what your clients need, you’re making the same mistake Apple made post-Jobs.
Be obsessed with your customers. Listen to their pain points. Make their experience seamless. Most importantly, ensure that the value you provide is crystal clear.
Because in the end, the best businesses—whether in tech or photography—aren’t built around what the creator loves. They’re built around what the customer values.