Passion Fueling Growth
How talent and passion ignited a new business line
Change is a constant challenge for almost all businesses these days. We’ve watched how technology impacted even the most basic businesses—Uber as an alternative to taxis; Amazon as a shopping hub rather than our local malls; email and PDFs enabling us to bypass postal services and couriers; streaming and playlists impacting the music industry from radio to CD sales.
It’s overwhelming how much our world has changed in only 10 years. There have been technology changes in the visual communication industry too, that both positively and negatively impacted us. A major one is printing—people rarely print anything anymore, and when they do, it’s usually small runs of a product to drive you to online content.
What’s kept us going, and flourishing, is our passion for being outstanding communicators. It’s about driving success forward, at a manageable growth rate, doing new things we love—building on and growing our existing talents.
Growing from within
Although I’ve been at the helm since 1988, new business streams have been an agency‐wide team effort that has us riding a new wave of exciting growth. A significant differentiator in our success has been our team’s passion for learning and supporting each other. We love what we do, and it shows in our work. Hiring ‘new’ people with new skill sets to suit customer needs was an option, growing who we already had however, was a far better solution. Looking back, there are no regrets.
New service lines are born: photography and video
We’ve been managing and directing video and photography projects for years. But as the passion of a few staff members grew with more and more exposure and experience, it was obvious that they loved the medium. It also became obvious we were ready to bring more and more of it in‐house. Our team had learned the art and grown their knowledge base, taking courses and practicing diligently. They had the drive to become practitioners and perfectionists, earning the title of ‘professional.’ As a business leader, I had the appetite to support this in the early days as it made everyone so happy. They were excited and animated when it came to working the lens, creating and authoring the story.
Following is an excerpt from the foreword of our cookbook: From Our Kitchen, sharing the story of how talent and passion ignited a new business line. As you’ll see, it didn’t happen overnight.
“It all started back in 2009 when our team began doing a lot of in‐house photography for our own promotional use. It was pretty amazing work. I was quite impressed and supported their initiatives with purchasing the proper equipment to help get the best results.
Office space was tight, so typically, we would be removing things out of the kitchen, or boardroom to create space for make‐shift sets. Some of these productions involved some messy and odd activities including pie throwing, paint splattering, bubble blowing, the use of family pets — you get the idea.
Within a couple of years we collected quite a bit of equipment too: different lighting packages, backdrop systems, props, lenses, travel cases, reflectors. All this equipment was starting to overtake workspaces creating a cluttered environment. But we loved it, and, we were really good at it … making it a challenge we were willing to live with.
Clients who visited the studio couldn’t help but notice all the equipment everywhere … and some asked if we’d do some shoots for them—and, so began our professional photography and video services.
In 2014 we realized that a significant footprint of the agency was rarely being used anymore. It was the cutting board area for making presentation boards. Now a historic service and rarely needed. It was a waste of space that could be put to better use.
From this now dormant space … our photography studio space was born! A carpenter came in, sawed some tables in half, removed the flooring, painted walls and built storage cabinets to suit our equipment.”
Having this in‐house studio set up offers a significant difference to our team. We are able to do some really interesting in‐studio photography/video projects without turning the whole office upside down.
We have landed. This is where we excel—using the power of photography or video to create unique communication pieces that tell a story. It completes our circle.
Please feel welcome to reach out and learn more about Accurate Creative’s photo/video unit. Drop by; coffee is always on.