Catherine Connor heads Aspire, one of the UK’s foremost training providers for photographers. She knows that business isn’t easy, and requires “buckets of courage”. Your first challenge, she says, is to create a business with the right atmosphere to powerfully influence the tribe you aim to attract — and of course fulfil you personally:

 
Make it your mission to consider the content of your business. First, study how it feels. Asking yourself if you want to be in your own business is a starting point for most creatives. What is the atmosphere like? Does your business feel warm sleek, welcoming, creative and innovative? How would you describe the atmosphere within it?

What words would you apply to your business? Language and noise is a big one for our consumer. They love the written word and the meaning behind words and phrases. Give time this month to study your word usage and phrases. We are all a part of the Queensberry family, because we love how they sound and feel. Think about the impact Queensberry has on you. I know when our material arrives the team and I pay homage to how the brand as a whole is presented. The trick for all of us is to ensure this happens within our own businesses. 
 
An ideal business is based on your values. Core values will become your visual values and I am a slave to those values. I would slay a dragon for them as they matter so much to me: they are how I want to serve my photographer. Photographers are very similar to consumers, as you are image savvy beasts too. We operate in an image driven market, with lots of whistles and bells, glitter and bright lights, all with a mission to attract a tribe. What whistles and bells are you implementing this year to attract your desired client?

It will take more than photography skills to build your empire. Put pen to paper and sketch out what your ideal business would look like; be really alert to the business attracting your male and female tribe. Be sure of what your business should include, as it is important to constantly evolve — standing still in business is as concerning as heading backwards. Look towards your new horizons, as you plot what your ideal business should look and feel like.

My mission is to make my business work as hard for me as I will for it. We are a partnership and we need to support each other. Stride forward with confidence, as you hypnotise your tribe into becoming loyal and loving users.  

Best wishes and warmest regards

Catherine