Talent is a rare trait, one of those qualities that not everyone manages to discover in themselves. That's right, you heard me right, I am convinced that everyone possesses a talent, or more than one, in doing something, but unfortunately not everyone discovers it. As a result, most people spend their lives, at best, admiring or worse envying those who possess one, or rather those who have found their way and use their talent to thrive and be recognised.
Before addressing the topic, I would like to say that mine is intended to be nothing more than a constructive thought, which in a utopian vision of life, leads people to work together by valuing their own merits and abilities for the common good, rather than warring with each other.
The term talent originally meant the measure of a weight, and thus a coin: Matthew's parable of the talents translated this precious material into the talents given by the Lord to human beings. It is therefore a resource that people have at their disposal, a wealth, and so it is not strange that there is so much discussion about it nowadays, when at the same time challenges are emerging regarding the sustainability of the human. It is of course abundant! If I have a talent, in short, using it makes less effort for me than using other capacities, when I use my talent I often don't know ‘what’ I am using, but what I do is particularly good for me, it makes me feel good, it doesn't deplete my energy as quickly as doing things I have no talent for. This characteristic makes talent a very valuable resource because it is abundant for those who possess it.
Talent is therefore not a ‘knowing how to do’: what I know how to do, and often what I choose to do, is rather the consequence of my talent. It is in the Anglo-Saxon translation that talent has been directly translated into savoir faire, and so we speak of artistic, musical, sporting talent, but excellence in a field is not the talent itself, but its expression: the same person could, under different conditions, have expressed his or her natural inclination and ability in other fields.
There is a BUT in all this, because in today's society there is no room for talent, there is no desire to cultivate it, meritocracy is not valued, the human mind has been completely emptied and replaced by algorithms, no one is able to decide with their own intuition and free of influences dictated by the trends of the moment... technology has literally screwed us, talent alone is no longer enough. Talent once opened all doors, whereas today, especially in the wedding world, the reality is quite different: it is not enough to be able to take breathtaking photos to be considered ‘The Best’. The stark truth? Without the right network, even the most gifted photographer is overshadowed.
Relying solely on talent means risking being excluded from an inner circle where contacts rather than creativity count. Venues prefer already known suppliers and wedding planners opt for those who guarantee references and financial security, not necessarily those with the finest eye. In this environment, business relationships often reward mediocrity, leaving true innovators in the background. While talent should be the main criterion, the system favours those who can ‘move’ in the right circles. How many photographers of extraordinary value are ignored because they do not have the right business card? It is a distorted justice: talent is lost amidst closed deals and favouritism, and meritocracy becomes an empty word.
My talent is recognised by my ability to create an extremely personalised storytelling for each client. Photography is not just technique: it is the art of telling a unique story, that of your most precious moments. The fundamental aspect of a successful photo shoot lies in the relationship of trust that is established between client and photographer. This authentic connection transforms images into lasting memories, a bond that cannot be created with mediocre ones. Focus on the quality of your memories or the message you want to communicate and choose those who know how to enhance them in the right way. To stand out in this market, it is not enough to perfect your technique.
You need a decisive strategy:
- Build your network: Don't wait for others to notice you, get noticed yourself. Attend events, create collaborations and show your value in a direct way.
- All-round personal branding: Let your work speak for you, but don't be afraid to promote yourself. Use social media, create impactful content and show that your talent deserves visibility.
- Break the closed loop: challenge the status quo by proposing yourself to venues and wedding planners who want to focus on quality, even if this means stepping out of the comfort zone of the usual suppliers.
Revolution or resignation? Talent is a gift, but in the world of photography, on its own, it is like a dull light in a room full of shadows. If you really want to make a difference as a photographer, you have to learn to navigate a market dominated by established relationships and closed dynamics. It is time to turn the tables: question the system and value your art. If you are a client, whether you have to get married, simply remember important moments in your life or improve your corporate personal branding, instead invest in the quality and talent of the one who will become, if only for a moment, a reliable companion and don't allow mediocrity to have the last word.
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