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Foreword Momentum | |
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Preface: Setting You Up to Win | |
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Getting Started: The Real You | |
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Finding Your Edge | |
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Where's the Real Value? | |
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Learning to Fish | |
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You Can Do This | |
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Where Most Photographers Go Wrong | |
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Two Main Paths | |
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An Exit Strategy | |
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Attitude Is Everything | |
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How Best to Use This Book | |
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A New Era | |
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The Grumpies | |
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The Grumpy Photographer Life Cycle (a.k.a. the Road to Hell) | |
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A Beth or a Franz? | |
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The State of Our Age: Globalization and Photography | |
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The Digi-flat Era | |
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We Live on Krypton | |
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"The Words of the Prophets Are Written on the Subway Walls" | |
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Starting Off Right | |
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Learning How to Dance | |
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The Power of Choosing Your Own Adventure | |
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A Star Is Born | |
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Flat = Opportunity | |
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A New Era in Professional Photography | |
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Freelance or Signature Brand? | |
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Change Is Here, and It's Neither Good Nor Bad | |
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The New Market-Where Do You Fit? | |
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The Best in the World | |
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Fixing Weakness vs. Maximizing Strength | |
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The Photographer's Twist | |
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Embracing Our New Culture | |
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Choose Your Own Adventure | |
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From Being Controlled to Being in Control | |
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Photographer by Design | |
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Don't Just Invent Yourself, Design Yourself | |
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Being You-Nique | |
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The Photographer DNA (pDNA) Assessment Tool | |
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Go Take the Test | |
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Welcome Back! | |
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Discovery | |
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What's Next? | |
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The Power of the Fast Track System | |
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True Confessions | |
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The Fraud | |
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The New Me Was the Old Me | |
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Blogs, Pods, and Vodcasts | |
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My "Aha" Moment | |
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Attack of the Grumpies | |
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But There Was a Problem | |
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Why I'm Telling You My Story | |
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Wait a Second... | |
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Expect Change | |
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Dream a Dream with Me | |
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"Photojojo is Your Friend" | |
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Owning Your Limits and Shooting for the Stars | |
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Who's Behind the Curtain? | |
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The Lover's Affections | |
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Change Your Job, Keep Your Heart | |
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Global Reach Means a More Customized Clientele | |
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One Thousand True Fans | |
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Serving Two Masters | |
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Insert Your Dreams Here | |
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Round One: Imagining Life as a Freelance Photographer | |
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Round Two: Imagining Life as a Signature Brand Photographer | |
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Round Three: Remembering the Dream | |
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Your Dreams Will Define Your End Game | |
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Going Behind the Curtain Yourself | |
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Time to Make a Decision | |
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Interpreting Your pDNA | |
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Getting Started | |
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Life Must Be Factored In | |
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Looking at Your Results | |
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It's Time to Do It | |
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Intermission | |
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"Choose Your Own Adventure" Time | |
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The Signature Brand Photographer | |
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"I Wanna Be Like Mike" | |
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The Mike I Wanted to Be Like | |
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So What about You? | |
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Congratulations, You're in the Marketing Business! | |
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I've Got My Brand, Now What Do I Do With it? | |
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I Don't Want to Sell Anything... | |
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Don't Sell It, Solve It | |
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From Prospect to Pursuer | |
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Be Prepared to Remodel | |
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Everyone's World Is Flat-Be Known for the Right Reasons | |
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The 80:20 Principle and You | |
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The Freelance Photographer (and Other Career Opportunities) | |
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Becoming a Freelancer with a Smile on Your Face | |
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Just Remember... | |
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Your Value is Different as a Freelance Photographer | |
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Your "You-Niqueness" in the Freelance World | |
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Finding Work | |
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Spec Work | |
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The Role of Second Shooter: Partner, Network, and Learn | |
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Going the "Hybrid" Route | |
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Opting to Remain a Non-Professional | |
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The Business of Being a Photographer | |
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The Tragedy of Being Trained | |
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You Are Now a Business Owner | |
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Start-up Blues | |
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Getting Organized | |
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Some Global Ideas to Keep in Mind | |
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Strengthen Your Backbone | |
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Automarket | |
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Scaling at the Right Cost | |
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Why DIY Is for Hobbyists | |
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Making the Tough Choice | |
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DIT: The New DIY for Professionals | |
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It's Not About the Money, It's About the Future | |
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Be the CEO | |
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Getting Ready for Change | |
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Unprecedented Opportunity | |
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An Integrated Life | |
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Create Value | |
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Keep the End in Sight | |
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Making the Jump | |
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Change Is Hard...But It's Less Complex Than You Think | |
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The Law of Change | |
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Developing a Vision | |
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Increasing Your Dissatisfaction | |
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A Clear Sense of Your Next Step | |
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Vision + Dissatisfaction + Plan = The Ability to Overcome Resistance | |
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For Each Other | |
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Acknowledgments | |
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Index | |