Jeff Richardson – Episode 012 – A Photographer Podcast Interview

Today’s podcast features Jeff Richardson (@Richardsonstudios), who has been in the industry for 24 years and considers himself a maverick. Listen in to learn about Jeff’s upbringing and how that’s translated to his business, such as how being homeschooled caused him to question everything. He’s all about attention to detail and creating extremely good, high end content; including content for ourselves. We need to show what we do, tell our story too. Make sure you catch why Jeff thinks there won’t be a photography industry in the next 24-36 months. Jeff also says it’s important to start and end the day right and he uses the 5 minute journal, morning and night. Jeff’s parting advice is to find one thing to improve, then get after it. Then you can move onto the next thing.

Resources:

5 minute journal (https://amzn.to/2EC872C)

App: We Croak (https://www.wecroak.com/)

Book:

Jordan Peterson – 12 Rules for Life, An Antidote to Chaos (https://amzn.to/2EC89rg)

E-Myth (https://amzn.to/2S8Ulr9)

Read Full Transcript

Transcription was done by Temi.com which means it’s an AI generated transcript. The transcript may contain spelling, grammar and other errors, and is not a substitute for watching the video.

Matt: 00:01 Hey guys, this is Jeff Richardson and you are listening to from nothing to profit.

Speaker 2: 00:06 Welcome to from nothing to profit, a photographer’s podcast with Matt and Kayak where each week they talk to photographers about what is working in their business now so you can swipe those ideas and grow your business faster. Welcome to

Kia: 00:23 from nothing to profit. We are so excited today to be interviewing one of my very closest friends in the photography industry. I feel like he’s kind of my brother Jeff Richardson and Jeff and I met many years ago, probably 20 years ago when we were like probably just out of college and I remember an image that he had photographed and it was at the national senior photographers convention and it was a couple standing on in front of a railroad and they were just draped all over each other super provocative image and jeff was dressed very conservatively and I was like, oh my gosh, I have to get to know this guy. And so anyway, we’re excited to introduce jeff to you. He would call himself a maverick in the photography industry. He’s been a photographer for 24 years and I know he did that. He specializes in luxury portrait photography. So Jeff, we are so excited to have you here today.

Jeff: 01:21 I am pumped to be here. This is super exciting. And Are you hearing me right now?

Matt: 01:26 Yeah, you’re coming through just fine. So I have known each other for a number of years as well. We spoke at some conferences together and uh, yeah, he’s an amazing person to be around and I don’t. Jeff, I don’t know if I’ve ever. If I ever appreciate you while I’m with you, that’s amazing actually. But I know I appreciate you when you’re not around me because the mental game that you cause when I’m not around you, like from conversation, like we’re having a conversation at a conference and I’m like, yeah, yeah, yeah. And then I leave and my mind is going a million miles an hour. Is this still weird?

Jeff: 02:05 You’re like, wait, what did he say? Oh crap. Oh my God. Yeah, that’s A. Oh, I would say we have a very rich history in the photography industry would be put in it. We put it mildly. Right, right. I’m, uh, I’m, I’m very passionate about our history. I think it’s fantastic and lots of good things in the future, that’s for sure. So yeah, I’m pumped to be on this with you guys. I see what you guys are doing. It’s very cool. The consistency is already starting to show and uh, we’re uh, excited to be part of it. Um, I would say I’m very, I don’t want to sound like a Douche, but I’m very selective on my photography education where I, where I throw that out at night and I don’t yet know why, but I’m excited to be honest with you guys. I think it’s Super Fun. So anyway, how do we, how do we start this thing? What do you want? What do you want to know from me?

Matt: 02:49 Yeah, I’m just. Any other expertise? Is there any expertise that you want to share that Kinda didn’t share in terms of what you want?

Jeff: 02:55 Well, I mean we’d be happy to jump when do we want to keep this somewhat, but I mean we’ve got. So I was actually thinking about when, when Kira was just give me the introduction, it’s, I think it’s been right at 20 years since I met Kyle was trying to think. So we installed our phase one digital system in actually onset nine slash 11, 2001, which is a whole other story. But. So I had. So I think you guys had switched just prior to that. I feel like go ahead. Gone faith. So I think we met in 1998 at sp, which is be exactly 10 years from now and that’s when I first week. So we had them like maybe the next following year we had like dueling portfolios that were up for like senior photographer of the year are kind of like we’re in the higher competition thing and I’m like wait, this girl’s work.

Jeff: 03:40 It’s really good too. Dang it. So what is this person who is this person? And we instantly just kind of with our family history of photography, we kind of instantly kind of became like I guess almost like brother sister, kind of like, um, what are you doing? What are you doing now? What are you doing now? What are you doing? This is working, this is not working. Just all this constant back and forth, and then obviously a huge evolution through seniors, our suits, spi which is senior for their national one and spa and there’s just so much, so much history that’s just rich. Anyway. So, um, uh, so you, when you say expertise for me, I mean, so a little bit about me. I was raised pentecostal because Kai was talking about me and concern that was raised pentecostal. I was homeschooled. So those, those two items in my early childhood, I think looking back, give me a kind of a strong appreciation for tradition and odor.

Jeff: 04:33 And yet then they also kind of the juxtaposition of that, they also, the homeschooling causes me to kind of question everything and why is this happening and why are we doing it like this? So that’s kind of developed my personality I guess. So to speak, in, in, in the industry, if you were asking me what my expertise is, I would say that posing humans very naturally and flattering and almost like in an emotionally woking kind of way of finding the best light for face shape, body shape, and then moving a step further and how to break down kind of family dynamics and expose, underline relationships and emotions in portrait photography is probably what I seek out and probably enjoy the most and then translating that into kind of an upscale consumer portrait photography experience. So you take some of those skills and knowledge of the industry and then you move that into kind of a brand and kind of really translates into where I’m at right now is Richardson studio in my, in my career.

Jeff: 05:28 So anyway, [inaudible] I give you a little bit of kind of my insight on quote expertise and you’re definitely, you’re definitely known for your senior portrait work. I mean, I know you and your wife do other stuff as well, but yeah, it’s funny you say that because we’re. We’re actually in the process of trimming that down to a very home because I just, and that’s when we might circle back around to that at some point, but right now positioning yourself with the industry being something for everybody is, is not awesome. I we’re know we’re, we’re merging baby family, we’re merging that into one kind of category and then senior in portrait, so senior family, edgy lifestyle, senior family photography. Upscale is where we’re at with the portrait side and then we have the. We have the corporate commercial side, so we’re basically going family, senior corporate is what we’re going with our with our brand. Really kind of narrowing down to well just content. So I guess for, for people

Kia: 06:25 content. Yeah, I think that’s a perfect word. And then the other thing too, Jeff, is your second generation for photography, is that right? Or third?

Jeff: 06:33 At least second. I would say probably third would be more accurate. My grandpa had a. my dad’s dad had a print shop slash tabloids, like local tabloid, so he was a printer slash photographer sorta so to speak, and then of course my dad was a full time commercial and portrait photographer for instill is and then then I of course. So yeah, I would say third would be would be. It would be a fair assessment. Yeah, I think I was looking, I think except for maybe a couple thousand bucks that I made when I was roofing houses in high school. Every single dollar that I have ever made in my entire life has come from photography. It’s really wild when you look back at it, like know there’s no, there’s no other source of income except for creating a photograph. Someone liked it and they purchased it. Bizarre. Completely. Completely bizarre. Yeah. That’s really cool.

Kia: 07:24 So on that note then, talking about, you know, every single dollar that you’ve made in your life has come from photography. Obviously. You’ve been through all kinds of changes over the years. So what would you say is the story of what you think is working now for your business? You started to talk about it a little bit. Yeah,

Jeff: 07:43 sure. Yeah, yeah. It’s narrowing down is where we’re getting to artist specific genre. I would say attention to detail is what’s working and making it really, really good and then once you make it good, make it a little better. Like I’m old and I’m very self critical, but right now I’m like dammit, my work just needs to be better. I need to see something better out of myself and so I wake up everyday kind of like trying to improve the experience and what’s missing and where the gaps are at and then how is our client reacting to what I’m creating and then then you can kind of follow the market changes a little bit. Sorry, I feel like I interrupted you as you.

Kia: 08:22 No, no, no, no. That was perfect. But. So what, what’s an example of like a, a thing you’ve seen that you’ve changed or something that you’re like, okay, I need to work on this?

Jeff: 08:30 Well, I mean I recently just went through in the beginning of the year, I just flushed. I just sold all my camera gear and got rid of all of it and bought all new Nikon gear, new new lenses. I thought, well, this is resolved. I bought all new pro photo photos like I need a better. I need better light, better consisting better tools to do my job and I just want to stand out. It has to be. And then and then now it’s like locations, I don’t know, you kind of just thrown away all my everything I’m looking at in the industry and go into like what, what, what does art look like? What are people investing in when it comes to content and art? What do they need and what’s happening. So can we give you a backstory? So there’s this, like it was randomly on facebook the other day, just one morning getting up, doing my morning routine, going through things that inspire me.

Jeff: 09:13 And I came across the face on facebook of all places. A band called Joe Bonamassa. Have you guys ever heard of this fan? No, I haven’t. And it’s like this like old school luxury, high end. He’s got a girl plays this like, I’m not even sure. It’s like a, it looks like a violent. It looks very Middle Eastern of and he’s doing like remake of like conway twitty, the rows and it is the like the visual and the visual work, the visual video content. He’s performing like the Chicago theater. It’s just really, really good and I’m looking at it in the soil. I’m listening to it and I’m playing online but this is incredible. So I’m like, so I tap over so it’s a sponsored link on facebook so I tap over into it. I get up on. So I felt if I go all the way through and listen to some of his music to checking out where like he’s in Chicago, Chicago theater on our anniversary and it’s like, oh my gosh, Michelle and I would love this to go to Chicago Day.

Jeff: 10:04 This would be super cool. Didn’t do it, but literally followed his content all the way to almost clicking by on $800 tickets at Chicago theater. And I’m like, wait, what? What has happened? And it literally came from extremely good, high end content and so that’s kind of my position is if we’re going to stand out, we just got. This has got to be better. I’m sorry, we just got, we got, we got, we got from stand out from mom dogs and I mean you can bleep this out or shit or whatever you want to call them to talk because we’ve. Because we’ve got to stand out the quality as professional. We have the resources, we actually have the resources to make our work better. So I think it’s starting to make our work better

Kia: 10:45 as future portrait professional portrait photographers and account.

Jeff: 10:52 I mean that’s in a sense that you’re, you’re right. I mean we’re going to raise the game a little bit. That’s why I agreed to do this. Yeah. And, but you felt like this for awhile. I mean obviously you’re, you’re working on different things right now, but I mean this has been an ongoing conversation because I’ve known you for like four or five feet is about as I add adhd, dyslexia, whatever. I get super bored in a hurry.

Kia: 11:17 Well, I seriously, well some friends and cousins and all my head that so many people I know are and I think just being able to self direct what you’re learning and what you’re doing, I think that’s now you’re like, this is what I’m going to do next, this is what I’m gonna do after that, and the next thing. I think that’s part of that.

Jeff: 11:37 It tends to leave a trail of destruction sometimes in your path, so you have to be a little careful. Your inner circle isn’t. Oops, sorry about that. I still love you. I promise I didn’t mean to like walk completely overused. Well, and I think another thing known you for awhile, I think

Matt: 11:54 that your view on risk is higher than a lot of people. Like you’re willing to like Israel gear and invest in new stuff and just see if it works out.

Jeff: 12:04 Yeah. I actually bought soda. I bought all Sony gear and it was cool, but I just couldn’t get past the whole. I’m the single rental single lens reflex. I had to see my subjects in real time, so actually took it off, took it all back $20,000 a year, took it all back up and Roberts. I’m like, Hey, uh, yeah guys, I, I can’t use this. So it’s like a. So you’re inside the window at school. So no problem Jeff. And so yeah, they were great. But yeah, that was super risky. So anyway, so yeah, so kinda like, so Paul, my pattern, I basically, I had my part quit working in like 2011. I was born with congenital defects so the whole like you’re going to die probably kinda hits you. So then I’m handling, let’s just do this little, this little little and uh, let’s, let’s do it.

Jeff: 12:46 Right. So that, that, that kind of transitioned me from the, like when I started Richardson Studio 2007 to like this, like 180 seniors a year and get them in as much as you can see in your models, you know, just Bam, Bam, Bam. Cranking it out to more like the do a little better job. What if we tried to raise the order average? You know, it’s possible, so and, and, and it succeeded. I mean I went from shooting 160 170 seniors a year at a, you know, a $1,700 average to shooting like 70, 80 senior. My target is 80 seniors at 3000. That’s my goal. Target all the time. So 20, 16 we hit that and it’s a better place.

Matt: 13:25 Definitely a better place. Yeah, it’s definitely a better place. So that’s awesome. So way off track. Sorry. No, no, no, you’re perfectly on track. So what is. So what’s one thing that you’re fired up about? Like in the industry or like you know, when you talk to people about the industry, what do you hold true or what are you excited about telling me what’s going on? I don’t know man. It’s tough. I think that might be a better option for me.

Jeff: 13:48 I don’t know that I’m actually fired up about anything in the, in the photography industry, what, what I am. What I do see though is the rapid change has given me some energy, like the fastest. It’s, I mean it’s, you know, I don’t think there’s going to be a photography industry in 24 to 36 months. I think there will be incredible content creators and really, really, really good artist. And so that’s, that, that math, that fast paced change is given me a ton of energy right now because I’m processing, you know, what digital files look like and how to, how to market those as a product and I mean like really market those as a product and that kind of transition. So yeah, I mean I’m, I’m fired. I’m fired up about the change, the economies bustling. So if we can really find our niche and our expertise, uh, there’s some big things that are happening. It’s not so much in like photography but it’s, but it is, it’s in, it’s in graphing with light, with photons and creating work for people. So it’s kind of a roundabout. I guess I’m evading the question but,

Matt: 14:48 but you and I’ve had conversations about this for years about where the is going and stuff and I think we’re starting to hit another like inflection point where it feels like it’s moving faster and there’s more people adopting this idea and a 100 percent agree. Yeah. And I. and it’s just so sometimes you know, those inflection points can be scary, but also sometimes you just have to put your head down and just go into them and figure it out. You know,

Jeff: 15:11 it is. It’s making content for the one inside tip on where I’m, what I’m working on and what I’m excited about is something that photographers are not doing for themselves and in teens and instagram photographers or are just it. This is. We’re not making content for ourselves and for our own cells and 20, 19 my schedule is already filling up. I am. I just got off the phone with, just got a phone just a little bit ago with a photographer. I’m flying and he’s coming to shoot content for us. We are going to create new work for ourselves. We’re going to show what we do and this is just crazy, so we have content that’s, that’s what I’m fired up about is creating it. It’s showing what we do and why it’s better and how much knowledge and how much, how much energy and how much passion goes into the work that we create.

Matt: 15:59 Because you’re. You’re going to start telling your story. Yes. Yeah. We just talked to Jamie Swanson who flies a photographer across the country four times a year to create content for her.

Jeff: 16:13 Oh my gosh, it is that you guys released the schedule will be birds. Oh, it has to have me. I kind of took a little break in it. We still. We did it to 22 years ago and we took a little break and now I’m desperately in need of a fresh context, our path that are kind of our visions change this a little bit so. But yeah, personally, or for your branding, for your, your business or your business, I guess you’d call it personal branding. Your business is a personal. Your business has a personality and so when you define the kind of the core values of your, well, you just had a branding expert come into Ohio and we spent some time going through his process and kind of labeled our business as a person. We handle his headed name it and like, uh, the artist formerly known as frank’s when it comes up with something funny, but anyway, we had to come up with personality traits and values of our business as a person.

Jeff: 17:02 And interesting as we got through the process, the three words that define the Richardson Studio or the Rs personality traits were superior. True and hell, I just forgot because it’s didn’t hang on their own minds. They’re all colorful. That was Michelle’s. Michelle’s color. No, it was epic. And that’s kind of, we’re working on that, but it’s colorful, superior and true. So those, those are not so much words that you market with, but they’re like, where’s that? You checked your content again. So when you’re pushing something out on social media, you’re like, is this superior? Is this colorful? And is this true? And you’re like, oh yeah, it is. So then okay that, that reflects my brand’s personality. It’s almost like a filter that you can run your, you can run your content through and it. So it’s something you’re always speaking to your target client. And of course I’m off on a rabbit trail yet, but that’s awesome. Anyway, so fun.

Kia: 17:55 It’s time for the lightning round, Matt. Okay. So Jeff, you have just all previously said that you’ve hardly ever made any money except through photography. So our question that we ask a lot of people’s, what was holding you back from becoming a full time photographer? So my question for you is, did, were you ever worried about doing that? Did you ever think you were going to do something different or did you always know you’re going to be a photographer?

Jeff: 18:19 You know, it’s, it’s interesting cause that was, that was, that was a 17, 18 year old brain that didn’t know. Unfortunately my parents forced me into or not forced me, but pushed me into something that they thought that I would be, that I would succeed as. So as I finished up homeschooling, I had some choice that when we were a very conservative family, that’s the man that’s in my parents were amazing and they gave us every freaking opportunity. But my choices were I was upset. It was a gear head, so was obsessed with cars, fast cars and engines and so I had, that’s what I wanted to do. I wanted to go and like go to like mechanic school and work on cars and I think my parents were just like that. It’s just a dead end street bro Hug you just that is not something you need to be doing.

Jeff: 18:58 And so then, and then of course we had a couple of Bible schools that were really big in our church, so we had like a, it was one in Pennsylvania is one also had a couple Bible school choices and or it was like man, disperse the r studio is big, get right to work in the studio. So those were kind of my. And I’d worked a summer doing roofing and that was really good. Had it. But I was like, Oh hell no. There’s no way I’m putting most of the rest of my life and so that’s when dad’s like super awesome studio with air conditioning and nice people. That address night started to appeal to me and so I just jumped right into that and he was, you know, he sent me to what is, why notice to do photography. So all their programs, I mean I was out the door, Chicago, come back, work back to Chicago, then they moved it to Atlanta.

Jeff: 19:35 I went to Atlanta and just started to develop like the hardcore, like film shooting, you know, the last study was like money sucker with Don Blair, like all these, like the greats of the industry to learn like human portrait photography and come back and kind of had an APP for it. So just kept. So honestly, no, I mean that’s, I knew I didn’t want to sweat and put roofs on. So I chose photography in your way. That leads to the next question, which is, you know, what’s the best advice you received because you have worked with some of these really, uh, you know, some of the best photographers ever. So do they give you advice or do you get advice from somewhere else? You know, I’ve, I’ve had a lot of advice given to me and I’ve ignored a lot of it over the years and Super Douche bag and just like just not listening to talk over people, but the most probably the best advice that finally resonated with me that hit home was assume the person you were talking to knows more than me and it’s one of the hardest things for me to do, but it is like, it’s, it’s awesome because I was just skewed the wedding over the weekend and there’s this like videographer, Guy Shooting and I’m like, Dude, who is this guy?

Jeff: 20:42 He’s like whatever, like why is he shooting videos and then come to find out he’s like a freaking chemical engineer. I might have to shut up and assume the person that you’re talking to knows more than you. The best advice I could give anybody. That’s really good. Okay. So what is one of your personal habits that you think contributes to your success? A Johnny Walker.

Jeff: 21:07 Have a good drink or give me a break? No, I drink like once a one, one drink a week are I just drink to post on instagram? You’re exactly right. It’s only, it’s only for the boomerang. Let’s be honest. A personal habits. So it’s, I mean I’m a pretty, I guess some rote. It’s mostly like the first part of the day is really important to like kind of get to have a light plan. It’s almost like the personal habit I would probably describe as to make sure you start off right and then close, right? Because if you can’t, your brain can’t read, you can’t reset and it leads to fatigue and just like. So if I have any personal habits, it’s, it’s making sure that I started and finished today with, with, with something with started. Right. Get your brain going in the right direction and then close the day with like closure, whatever that looks like.

Jeff: 22:04 What’s conversations with family? If it’s dinner, if it’s finishing a project or leaving a project where you know, to pick up on it the next day. Otherwise my brain will just run all night long and at least become tired. It just, so the personal handle that I try to exhibit most is let’s start to stay off in the right mindset. Another one that I sent them, this is kind of someone gave it to me a couple of years ago. It’s called the five minute journal and I don’t know if you don’t, if you guys ever heard of this, but basically it’s like, so I mean I’m brains and the up and down all the time. So this journal is, it’s basically you write down three, so you start in the morning, write down three things that would make today great. You just write it right there. What would make today great.

Jeff: 22:39 You write those down and you write a couple of affirmations down like, I am awesome. I am epic. I am going to not eat cheeseburgers today. You know, whatever you want to say. You just write down a couple of affirmations and then you basically go through your day before you sit down and go to bed tonight. You write down three amazing things that happened that day and then you write down two things that could have made it better and it’s, it literally takes five minutes to do this and it, you’re the amount of endorphins. It releases Serotonin is just unfreaking believable, like it puts you on an even keel to where you’re just like, you’re super grateful all the time for every word for the carpet, for the smells, for like, it’s just, I don’t know how to explain it. Guys would like this five minute journal, which we like it, it basically balance my life out big time. So that’s awesome. So the, I don’t know if this is a personal habit, but I wouldn’t. I’m going to describe something that I think you do a really good job of that I’ve read in books and I don’t know if it’s a habit, but. So somewhere along the lines I read this material where you have to like self identify with something or call yourself something. So there’s this level like where like we started a podcast

Matt: 23:46 and we’re recording podcasts, but then there’s a point where you become a podcaster. You know what I mean? And it’s like it’s a different level. You’re constantly telling me like, I’m not this, I’m trying to be this. So you’re like, I’m not a. no, I’m not a photographer, I’m not a photo taker. I’m not a. whatever. You decide and you push back against that and try to push yourself into an another thing which I think is really good.

Jeff: 24:13 Another category is creates self-learning. Yeah, it does. That’s awesome. Yeah, so making what I’m good at.

Matt: 24:21 Yeah. Because a couple of years ago you said, I’m not a picture taker. I’m not. No, that’s not what you were trying to do. You were trying to get deeper into what your clients want and stuff like that. And if you’re just a picture taker then all you need to know as equipment, you know, in the science of it. Yeah. So it’s awesome. Do you have any internet resources that.

Jeff: 24:41 Well, the five minute journal I was just talking about, it’s not really internet resources. It’s A. There’s this app called snap is what’s called a week broke and basically the premise of it is that everyone. I shared this with things I’m like Super Morbid, so you guys to give me your opinion on this, but basically it’s an app to send you a push notification that says you’re going to die open for a quote and the point of it, so in Butan contemplating death five times a day brings happiness, so it’s just, it just pushes just a little push. In other cases you’re going to die for a quote. You can swipe it open as a fun quote. Sometimes I put them on my story, but the point of it is you can be going through something like completely ridiculously stressful or not stressful or arguing with somebody or something that just seems like completely insanely like, oh my God, this sucks.

Jeff: 25:22 And you get that push notification and you literally will just laugh out loud. You’re like, Oh yeah, I’m going to die. So this is not important. Love you next. It’s amazing. Like it’s. It’s like, it’s like, it’s literally my favorite thing like we drove. Yeah. No, I think that’s good. I’ve never heard of. It’s done completely done, but the APP is called [inaudible] broke and it reminds you that are the quotes and the quotes are amazing. Yeah, absolutely. I’ll have to also do the. Send you the link to it or you can put it in the. It’s the quotes are incredible. I mean it’s there. I think there’s one thing was about 500 quotes they’ve pulled in and if everything was steve jobs to Gandhi, to someone to, you know, to Pete Wentz. I mean it’s just random things that have been stated throughout the course of history that kind of reflect, you know, chill out Bro. There’s those, there’s a greater, there’s a greater purpose we’re working for here.

Matt: 26:07 Yeah. So where do you. So where do you along those same internet resources, so where do you get some of your inspiration from because you’re always pushing the envelope and doing really cool stuff. So like where does some of that come from? Do you, do you have an internet resource that you go to for inspiration or not really?

Jeff: 26:21 Not really. I mean I see when I, when it’s all visual, so very visually inspired. So when I see something that is like, Whoa, that’s really good or that’s amazing, I will spend two hours researching who would, who did it and why. So I want to know the. So if I see some say it’s just, you know, incredible advertising photography. For example, Kendall Jenner for Adidas, I’m going to go find it. I’m gonna find who the art director was. I want to find out who it’s for, what time of year they shot at, what studio they shot him and what lights they use. Who is directing this? I want to know, I find out the content. I love context context. For me, that’s my favorite word. What is the context of this and why are we doing it and how can we make it better context.

Jeff: 27:04 His context explains everything and you’d get. If you get into the whole discussion with me and my buddy John will talk about what’s too sexy for senior pictures and what’s taught and all this stuff and it’s like it’s all about context. It’s about the context of what you’re doing. So no, I don’t have a, so to speak, internet resource, but that’s my knee extends money. That’s my passion is context. Yeah, no, that’s good. And you, there’s been a number of things that you’ve pointed out to me over the years that you have. It’s like you knew way more than I thought you would know about it because you spent two or three obsessive. It’s ultrasonic Jeff. The other day when we were talking, you were telling me all about a book you were reading o Oh, still obsessed with Jordan Peterson, Jordan B. Peter’s. My mom actually turned me onto it.

Jeff: 27:51 I just heard one anyway to say, this guy’s going to be the savior of the current. Whatever we’re in right now. Jordan, b Peterson, 12 rules for life, an antidote to chaos. Get it, read it, and then call me back. It is the most amazing thing. It’s awesome because it is, it is blatant common sense, like blatant common sense, but is it like pull you out of the perspective you’re in and put you in perspective that you’re clouded from social media and all the influences and puts you in the. Correct perspective, for example, rule number, forget the what role does but don’t lie, don’t lie, don’t tell the truth, but at least don’t lie. Well, we all know now I shouldn’t lie, but what the. But the context again of it is like in situations like when someone asks you, Hey, do you like this couch?

Jeff: 28:37 Don’t lie and say you like the couch, like, no, I think this would look better if we went to a two chairs and a table. Does that make sense? Where if you’re working on a large business deal, if you’re talking about the clients that you’re dealing with, if you’re talking about the color of the paint, the car you drive, your relationship, your interpersonal relationships with your family, tell the truth or at least don’t lie. That’s one of his rules and it just in it and once you click, it’s just. I mean it just hit me like a ton of bricks in the face like, whoa. It was a good book. I absolutely. It just won’t leave that book with a bad feeling. No matter what your political leanings are and no matter what your views are, if you to, and it’s a hard read like I had to like get the audio book and the paper copy and like follow along and then pause and let my brain push it back into my ears and then like start over because it’s just like. It’s amazing. I recommend everyone get this book and read it. Any other, any other books that you over the years that you feel like were inflection points in your life? Nothing. Nothing. Nothing that I can think of right now, but yes there are. I mean the whole. What’s the, what’s the guy that the book. Oh my gosh, I’m just went blight, but it’s the one I run. I read when I started my business. I’ll have to find it. And what is the name of the.

Matt: 29:45 Yeah, sorry you missed

Jeff: 29:46 blanket emails is like the one of my favorite books ever just kind of set me off on the audit.

Matt: 29:51 We have this, we have this theme where everybody that comes on the podcast has at least anybody that, that, you know, that comes on the podcast has to like say the e myth is a book and because I’ve never finished it. And so kyle, like plant seeds.

Jeff: 30:05 It’s, I mean it’s very, uh,

Matt: 30:12 I got really mad. I read it twice and I keep getting, I get mad every time I read it because I’m like, Dang it, I haven’t done it. So simple. It makes me feel like I’m. Gosh.

Jeff: 30:23 Yeah, it’s a, it’s a, it’s a classic. You have to have. I don’t read. I read like intensely when I read short intense pieces and it could be. Yeah, it’s really, I read a lot. I mean I read constantly on my, on my phone. I read more than I listened, but I, but I read like someone wrote the slight, you know, what’s an article that’s like takes you 16 scrolls to get through of really long, big blog. And then I go back and the courts do what I did. Everything context. Who wrote this, why they write it, what’s their context? What do they do, how they make money, all these interesting things and then finding out if it’s applicable to the direction that I’m looking to go and want to want to move my life and my, my family. So yeah, fun, fun. And we talked about anything. Photography Orlando

Matt: 31:11 you’ve done. It’s been fantastic. Um, so, uh, are we ready for partying? Guidance and guidance. Okay. So share any parting guidance you have with us or with our audience and then it also any ways that people can follow you and connect with you and stuff like that.

Jeff: 31:27 Oh Man. Partying, partying, guidance is just like, just do to just take a minute and look over everything you’re doing and look at areas that you think you can improve and then seek out the people that are doing it better than you or do you think are some sleep for inspirations through this final party? Guys, find one, find one thing that you really want to improve this, this one single thing. And then work on that and forget everything else. Forget like, I need to fix this and fix this and fix this and fix this. Just just one thing and then work on it and then you will. Then you can move on to the next and you’ll find that to be. That’s kind of like, you’ll find that like right now we’re working on this content project, that’s it. We’re working on content, forget this amazing and then we’ll go up to the next project.

Jeff: 32:14 Otherwise you just become to overwhelmed with all the. And I think that translates back to the rapid changes in the industry. If we just find that one thing that we want to improve and get after it, you’ll see some, you’ll see some kind of, you’ll see some major reward from that. Yeah. Because it’s better to work on one thing at, at 100 percent than five things at 20 percent. Right. And then you add to it like the just like to add to that ratio, like the just do it. I mean just actually just get after it because you know, imperfect, imperfect action always beats perfect inaction. Like I’m not going to start this because I can’t, you know, I mean you guys are doing a podcast is a perfect. I don’t know, probably not, but it’s freaking awesome. It’s podcasts. Amazing is happening. So you know, you look back, buddy of mine started a dental marketing show and plate first when we first started working with him and he was just, he was in his office. He’s expanded, his reign is bad audio quality and weird tee shirt and like, but like he looks up and he’s done 100 episodes of this dental marketing show and now it’s like the go to resource for marketing. The dental woman he hits it is the show like it’s produced. It’s got, you know, he’s got people working for him and it’s literally from just like doing it, like just. Yeah, just go.

Matt: 33:22 Yeah. That’s awesome. Okay. So how can people connect you to the. They follow you on instagram? Where is it?

Jeff: 33:27 Graham is by far the easiest way just at Richardson. The studio. Super simple. The instagram DM or email links in there, but love to hear for people know, connect. Say Hi, follow us. And uh, because I don’t have any, I don’t have anything photography related, I have no agenda that I’m trying to sell to anybody. It’s um, yeah, I’m just, I’m a consumer and corporate photographer and those were my clients and I cared deeply about my client relationships, my family relationships and the quality of our work. So, but, but, but I love to connect with people who share that same sentiment. So yeah, hit, hit me, hit me, hit me up.

Matt: 34:06 Yeah, I think you do a really good job of holding the bar for the industry and saying like, this is what’s possible and a lot of us like, look up to you and that bar all the time. You’re trying to reach that.

Jeff: 34:16 It’s very, very kind, very fun. Cool thing like we skipped around a lot.

Matt: 34:23 No, that was perfect. So awesome. Jeff, will everybody. Jeff Richardson, the no bs episode is what I’m going to call it. So thanks a lot jeff. We’ll connect with you soon. So you guys are welcome. Awesome. See you next week guys.

Speaker 2: 34:39 Thank you for listening to from nothing to profit photographers podcast with Matt and be sure to subscribe for more business strategy and ideas to help you create that profitable and successful business you’ve always wanted to see you on the next episode of from nothing to profit.

 

About the author, Matt

Photographer Durango Colorado

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