"I'm going to interview Simon Whitten while I'm in the UK," I said to Heather, "Short story - what springs to mind?" "Stately homes ... panoramic images ... simple, classic album designs," she said. Simon has established a solid business at the very top of the UK wedding market, and what struck me about our conversation was his confidence and clarity in talking about it. To succeed in this business requires a lot more than photographic passion and skills. You need a clear understanding of your market position, your clientele and where they come from, your brand and how you project it. The low end of the market is always there, and always has been, he says, but it's irrelevant. His challenges come from mid-range competitors. In our conversation he talks about all this, the history of his studio, how he responded to the recession last year, and why timeless design is so important. He stresses the importance of his website, so be sure to check that out too. You might also like to take a look at the albums from Simon that we've featured on our consumer blog. Click here to listen to my interview with Simon. (51 mins) As they say, success leaves clues... Cheers, Ian