#16 Beyond the Brief: The Quiet Times
It’s no secret that being in the creative industry and running a company in this industry can be quite a rollercoaster. The highs are addictive, that’s why we keep going, but the lows can be challenging on so many levels, especially when they last a little too long for comfort.
Mid-December through mid-January are quiet and the past few years we have seen July go the same way with that mid-year lull fueled by vacations and the need to hit pause for a minute. Knowing these times are coming is half the battle, but the slow periods in between these is a different story. Those times don’t announce themselves. All of the sudden the inbox gets a little too quiet, an anticipated project gets put on hold or is awarded to another bidder, and suddenly you’re awake at 2am and your brain is crunching numbers you didn’t want to be doing.
Every photographer, agency owner, every creative running their own business knows this feeling. We all feel it but rarely talk about it out loud.
I’ve learned over the years that these times can be the unplanned break we didn’t know we needed.
The first week or so can actually be a relief, especially if you know a big project is on the horizon or if you have other things in the works. It’s a chance to breathe, catch up on things that got pushed aside and work on aspects of the business that didn’t get attention when productions were in full swing. Those few weeks can get drug out a little longer at times and that's where the mental weight starts to build. All of the sudden the quiet starts to feel less like rest and more like stress.
That’s one of the hardest parts and it’s not necessarily the business problem you would think it is, but it’s the one right between your ears.
What I have found however is during those slow periods is where I’ve buckled down the most to build systems, network with a purpose, work on personal projects. This has also been the time where I mapped out a strategy that has become some of the best seasons of growth for this company. It’s not comfortable, definitely not fun at 2am, but important.
What I am learning though, and I’ll be honest, is I’m not the best at taking time for myself during these times. I don’t have a “boss”, no set hours, complete flexibility, yet I still don’t go for a bike ride. I know there are times that I should, and it would probably be the best thing in hindsight. The mental side of this business demands it, otherwise it can drive you to a dark place. I’m still working on that.
The one thing that does keep me driving forward, especially during the slow times is the personal projects.
I’ve hinted at this already, but we are wrapping up a documentary about a good friend of mine who had a heart transplant a few years ago and his incredible recovery through cycling. There’s no client deadline, no budget, just a small crew, a story we care about and the freedom to try things we wouldn’t risk on a paying production. This has given us the freedom to try new techniques and formats, new creative approaches and also the freedom to work with some new people.
Frame grab from the documentary we are finishing up.
But make no mistake, there is a method to the madness and working on projects like this do more than just give us a reason to get a camera out. This project builds the portfolio we need to get into rooms we haven’t gotten in yet. Once we are done with this project we will have something to put in front of potential clients who would have never given us a chance based on what we have done before. Personal work isn’t a distraction from the business, it’s the business plan working.
So if you are in the midst of a slow period and are questioning every decision you’ve ever made, here’s some advice from a veteran.
Ask yourself what you could do everyday for the next two weeks to help move the needle toward where you actually want to be. Not the safe play, not the comfortable seat, but where you actually want to be. You need to be honest with yourself about these answers because lying to yourself at this point is going to cost you in so many ways.
If you don’t have a mentor or someone in the field to bounce these ideas off of, find someone asap! Find the person who’s running the business at a level you want to be and ask if you can pick their brain. Most people who have been through this will say yes.
Lastly…there is no plan b. No backup plan, no fallback, no easy way out “just in case”. Make this shit work and giving up is not an option. If you really want this you will need to be stubborn and bullheaded about making this work.
I’ve wanted to quit, trust me. There have been seasons where I have wanted to list all the gear on ebay and find an easier way to make a living. So I get it, especially when things are really rough and you have people who depend on you. But I love this shit and this is what I love to do and anything else would just be lying to myself. The hardest challenges in life have the sweetest rewards but you have to stick around to see it through.