Filling in the Moat

If someone else can do exactly what you do in business, you might have a problem. If that thing can be done cheaper, you might not have a viable business.

Artists who make their living with digital tools have seen ongoing disruption by creators with a completely different skillset using modern tools that cost almost nothing.

Case in point, digital photography.

Some of my industry peers are quite embittered by the loss of the moats that used to protect their business.

These moats contained six-figure investments in equipment and decades of training in the craft of photography. I had the same kind of moat for a very long time.

While a moat can protect, it can also imprison. I was never happy about managing the complexity of a truckload of equipment and an umbilical cord to a photo lab.

The same tools that filled in my moat, opened up new paths of creativity and changed my life for the better.

Today there is almost no barrier to entry. But that doesn’t mean that just anyone with a digital camera can walk on to a factory floor and create memorable and useful photographs for advertising and marketing.

That’s something that still requires a seasoned professional.

About the author: I am Stephen Kennedy, an experienced photographer specializing in creating environmental on-location portraits and corporate photo libraries for blue chip companies.