If there really are 3.5 trillion photos, which are the important ones? The ones that get picked, printed and presented. Presented in a magazine, a book, a frame, an album. But who does the picking? If it's social photography and the photographer's doing the choosing, which images will make the cut? The perfect shots. The ones that tell the story. The ones that fit in the book. And inevitably, the ones that make the photographer look good. Hundreds and thousands of photographs get discarded because they're imperfect or don't suit our purposes. But those "rejects" could tell a different story, and might have more significance to our clients than we understand. The only photograph of a favourite uncle talking to his grandniece that we rejected because it was not quite sharp, or because we didn't understand its importance. Obviously we need to cull the images, but as we focus on building successful businesses, keeping up with technology, making the bride and groom look amazing, doing what's expected of us, are we neglecting the deeper meaning of what we do? Are we throwing away a potential family treasure? What if there was a way your customers, maybe their families too, could hunt through the "rejects" for buried treasures? One last chance to pick their own winners before the rest disappear into the next trillion images in the cloud? Cheers, Ian Credit to Les Walkling and Johannes van Kan.