The Case for Being a Generalist: Why Versatility Matters in Photography

In a crowded market and in any industry, it’s easy understand the idea that specialization is the key to success. And while it’s true that focusing on a specific niche can help you stand out, there is an argument that being a generalist in your industry has its own unique advantages. In this case, I’m focusing on the photography industry. I do believe specialization should be your default mode, because you can’t be all things to all people. However, are there times when having a diverse skillset and broad portfolio of work can save your butt? You bet!

The Pandemic Effect: When Specialization Wasn’t Enough

During the COVID-19 pandemic, many photographers saw their industries dry up almost overnight. Wedding photographers had no weddings to shoot, portrait photographers had no clients coming in, and event photographers were left twiddling their thumbs. But what about the generalist photographers who had a diverse range of skills? Some were able to pivot and adapt, taking on new types of projects and clients to make ends meet.

In my own case, I went from location-based work to pivoting to having products shipped to me, shot on white background and shipped back to clients. These clients were still succeeding in e-commerce, which was booming with everyone on lock-down. At the time, the money was in remote-capable projects, social media advertising, etc. Although I’m primarily a location photographer, having extensive studio experience helped me pivot to shooting e-comm work.

The Benefits of Being a Jack-of-All-Trades

Having a diverse background in anything can help you niche down as the only person who can stack all these skills. Dilbert cartoonist Scott Adams coined this term “talent stacking” wherein you build up an arsenal of quite normal skills into a combination unique to you.

But having a diverse background of skills also allows you pull one out, or combine a few, to adjust to a changing market. And being a generalist photographer offers several other benefits, including:

  • Diversified Income Streams: By having a range of skills, you’re not reliant on a single type of photography or client. This means you can weather storms like economic downturns or industry shifts.
  • Creativity and Variety: Shooting different types of projects keeps your creative juices flowing and prevents boredom. You’ll be constantly challenged and engaged, which can lead to better work and a more fulfilling career.
  • Cross-Pollination of Skills: The skills you learn in one area of photography can often be applied to others. For example, the attention to detail you develop in product photography can translate beautifully to food or fine art photography.
  • Broader Appeal: A generalist photographer can appeal to a wider range of clients, from individuals to businesses to non-profits. This increases your chances of getting hired and building a steady client base.

Benefits to Clients

But being a generalist photographer isn’t just beneficial for the photographer themselves. Clients also reap numerous benefits from working with a versatile photographer. These include:

  • Convenience: Working with a generalist photographer can be more convenient for clients who need multiple types of photography services. They can rely on one photographer to handle various projects, rather than searching for and coordinating with multiple specialists.
  • Cost-Effective: Hiring a generalist photographer can be more cost-effective than hiring multiple specialists. Clients may be able to negotiate a better rate or package deal for multiple services.
  • Consistency: Generalist photographers can provide a consistent look and feel across different types of projects, which can be beneficial for clients who want a cohesive brand image.
  • Flexibility: Generalist photographers are often more flexible and adaptable, which can be helpful when projects evolve or change scope. They can pivot to accommodate new requirements or unexpected challenges.
  • Streamlined Communication: Working with a single photographer can simplify communication and project management, reducing the risk of miscommunication or delays.
  • Creative Problem-Solving: Generalist photographers are often skilled at thinking outside the box and finding creative solutions to complex problems, which can be beneficial for clients with unique or challenging projects.
  • Range of Skills: Generalist photographers typically possess a broad range of skills, including lighting, composition, and editing, which can be applied to various types of projects.
  • Personal Touch: Working with a generalist photographer can provide a more personal touch, as clients can develop a relationship with a single photographer who understands their needs and vision.

A Real-World Example: The Convenience of a Generalist

Let’s consider a packaging manufacturer that needs a range of photography services. They require:

  • 100 product shots of bags and boxes on a white background for their e-commerce site
  • Professional headshots of 10 on-site executives and board members for their company website
  • 4 interior and exterior architecture images of their manufacturing plant and offices, color-graded to match their existing branding materials
  • Two hours of event coverage for the grand opening of a new wing of the plant

If they were to hire separate specialists for each of these projects, the costs could add up quickly:

  • Product photographer: $1,000 – $2,000
  • Portrait photographer: $500 – $1,000
  • Architectural photographer: $2,000 – $4,000 (for 4 high-quality images)
  • Event photographer: $500 – $1,000

Total estimated cost: $4,000 – $8,000

However, if they were to hire a generalist photographer who can handle all of these projects, the total cost versus the quality of image and convenience might be significantly more attractive – say around $6,000. Not only would the client save money on the high estimate, but they would also have:

  • A single point of contact for all their photography needs
  • A cohesive look and feel across all the images
  • One contract to negotiate and manage
  • Simplified communication and project management

While the client may not be hiring the absolute best specialist for each individual project, the convenience, cost savings, and cohesive visual identity may outweigh the potential benefits of hiring multiple specialists. By working with a generalist photographer, the client can streamline their photography needs and focus on their core business.

Conclusion

While specialization can be an effective way to stand out in a crowded market, being a generalist photographer has its own unique advantages. By offering a range of skills and services, generalist photographers can provide clients with a more convenient, cost-effective, and streamlined experience. So, don’t be afraid to explore different types of photography and develop your skills as a generalist – it might just be the key to long-term success and happy clients.