***All images in this post are copyright Rachel LaCour.***

NEXT WEEK: Shannon Sewell

{To nominate women you'd like to see in this series please list them in the comments-or if you have a question you'd like to see in the interviews--make sure to include your info in the comment fields so that I can get in touch with you- or write to me at: davina at davinafear dot com }

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Rachel, Your authenticity is just moving and invigorating.  Every time I'm around you I'm enveloped in this feeling that you are particularly interested in what I'm doing.  It makes me think that you have been hoping for the moment to chat with me.  I know, though, that it's the way you make everyone feel.  Your keen and genuine interest in the life and stories of other people and your ablility to see the beauty of each person is just one of the things that makes you a photographer and person with depth and compassion.  You have some insightful things to say and your insight is priceless.  Thanks for being on Women and Business!

You have had an interesting history during your career.  What made you decide to become a wedding photographer?

Before immersing myself in wedding photography, I worked in the news industry. I've always loved writing and storytelling. Combine those aptitudes with a deep appreciation of art and you've got the perfect recipe to create a photojournalist! So, journalism was a natural career choice for me as a visual storyteller. My love for photography took an intimate turn when I stumbled into wedding photography by bartering my photographic skills for a custom-designed wedding gown. I quickly traded my front row seat to world history for a front row seat to family history.  

You’ve created a fantastic solution for photographers in ShootQ.  How do you juggle so many plates in the air with ShootQ, LaCour, the Thirst Relief auction, and traveling constantly without having some of those plates crash and break on the ground?

It's taken me thirty years, but I've finally managed to wrestle perfectionism into submission. Well, at least long enough to get some work done! As a relentless perfectionist, delegating doesn't come naturally to me. I had to learn to trust my team to accomplish projects without my constant input. Imagine the conductor of an orchestra, who plays no single instrument herself, but exacts the desired result from each musician. The incredibly humbling lesson for me is that my team's talent often displays itself most beautifully when each member is empowered to play freely. Our best work, our most phenomenal projects, are usually the result of purposeful play.

Also, I don't need a lot of sleep. My night-owl nature enables me to accomplish a lot of creative, strategic thinking while the rest of the world sleeps. 

What do you do to help your clients be so comfortable with you during a photo shoot?

Never underestimate the power of a smile :) Gentleness, a quiet demeanor and a calming presence are keys to unlocking trust, especially in the most intimate settings. Since weddings are intensely emotional events, it's especially important for me to bring a sense of stability to the day. During my initial consultations with clients, I often say "you're choosing us not simply because we know when to take a photograph, but also, because we know when NOT to take a photograph." We walk lightly; we pride ourselves on discretion.

I love the idea you have of each wedding and photo shoot having a story.  Will you share those parts of the story and how they help you to focus when you’re shooting?

Although I'm not a fan of templates, I believe there are fundamentals that should be included in every photo story. These are inspired by the classic LIFE magazine photographers who set the stage for photojournalism's boom in the early 1940s and 50s. We teach these fundamentals as "The Visual Building Blocks of a Photo Story."

1. Scene Setter: usually a wide-angle or aerial photograph which establishes the scene and give viewers a sense of place.

2. Documentary Portrait: focuses on one person, usually the main character(s) of the story. A portrait enables viewers to connect with key players. This photograph is often a close head shot of a person in his/her environment.

3. Honest Emotion: a candid moment showcasing the main character's personality through a display of emotion such as laughter, tears, fright, anxiety etc.

4. Interaction: relationships are revealed visually through interaction. These photographs focus on an activity or a group of people interacting.

5. Signature Shot: summarizes the story with all of the key elements combined in one powerful photo, often utilizing a crescendo or "decisive moment."

6. Transitions: a how-to, before and after, or series with beginning, middle and end. This series shows characters moving from one scene to another. In other words, these photographs show the viewer that the characters are progressing through an experience.

7. People without People (Details): these are images that convey the personality or values of a character without actually showing the person. In other words, these photographs showcase details that are important in the story. "People without People" photographs give the viewer a sense of people without them being there. It's a part representing the whole.

8. Closer: a photograph that gives the story a logical ending or resolution. In literature, this is called dénouement, which consists of a series of events that follow the climax of a narrative, and thus concludes the story. Conflicts are resolved, creating closure for the characters.

You've made some great connections with local vendors, photographers, pretty much everyone!  I don’t think I’ve met anyone who knows you that doesn’t say, “I love Rachel.  She is such a genuinely real and caring person.”  How have you created such great relationships?

I'm genuinely interested in people, their stories and their struggles. I always listen before talking; gaining trust is more important to me than gaining popularity. It's that simple. 

What do you recommend women do who are just getting started in the industry?

Make time to find your own voice, your own signature style. Virginia Woolf coined this phrase in her landmark book, "A Room of One's Own." What she meant was that we need personal liberty to create art. For women who juggle the joys of marriage, family, and career, it's crucial to carve out creative time. There's inspiration on our doorstep; we must be empowered to open the door and create art. Schedule a roadtrip; meander through your town for a day. Talk to strangers; hear their stories. Play with a new camera; take the time for personal exploration. It's important to remember that we can

be powerful on our own.

What do you do for fun…that has nothing to do with photography?

I collect and enjoy wine, particularly bold reds such as Barolo and Barbaresco that reflect my northern Italian heritage. My entire family visited northern Italy this summer to visit Mongardino, the small town where my great-grandmother, Rosa, was born. It was heartwarming to walk into the town's municipal building and meet residents who remembered my great-grandmother. We even visited the house where she was born and saw her birth certificate!

What are you most proud of as a business woman?

The ShootQ Grant initiative which awards one photographer $10,000 to pursue a personal project. Also, the incredibly talented ShootQ team that humbles me by displaying their dedication, loyalty, tenacity and patience! For info, see http://grant.shootq.com

You and Andrew are constantly working on new projects. You are both very busy keeping multiple businesses going.  What do you do to keep your marriage fun? 

Travel, travel, travel. We're both Type-A entrepreneurs by nature, so we literally have to fly away from work in order to stop thinking about it! We like to unplug by immersing ourselves deeply in foreign cultures. The more unfamiliar, the better! Our favorite recent adventures included Morocco and India.

It’s important to you to reach out and give to the world.  How did your grant program come about?

The seed was planted in my mind during a discussion with a mentor about the concept of calling and how it drives ambition and passion.

When I decided to take a hiatus from photojournalism to form a wedding photography company and a fledgling software company, I picked up Michael Gerber's book The E-Myth. Although not a life-changing book, one of Gerber's tenets made its way onto the wall of quotes beside my desk:  "The purpose of your life is not to serve your business – but the purpose of your business is to serve your life."

After reading the E-Myth, I mulled over this particular quote for a few days and kept asking myself, "But then what?" Achieving freedom is great. But...freedom to do what?

That deeply-rooted question haunts me daily; it challenges me more than any financial or artistic question ever could. Purpose and ambition, in my experience, do not bring fulfillment and meaning if the goal is personal and singular. Passion without purpose often leads to self-serving hubris.

If the purpose of your business is to serve your life, then I believe the purpose of your life is to serve others.

Our world is broken; human suffering is frighteningly overlooked. The Biblical adage, "To whom much is given, of him much shall be required," is not just a nice observation. It's an imperative. I believe powerful storytelling is a catalyst for social change, because it bears witness to suffering and gives a voice to the voiceless.

That's why this quote is on my desktop: "Our calling is where our deepest gladness and the world's hunger meet." — Frederich Buechner

How do you keep your marriage safe from the stresses of your business?

We recently moved our office out of our home. Separating our work life from our home life was cathartic. Our personalities are very similar; we're both driven and obsessive. Without physical separation from work, Andrew and I could easily work without ceasing.

How did you hone in on your target market?  It seems that you've found the perfect clients for you...

We have a very small target market.

LaCour clients seek authenticity in their photographs. They share our belief that a wedding is about a wedding, not about a photo shoot. They have high expectations of how they want their memories to be documented. So, our creative mission is to document the first chapter of each new family story as it lays a foundation for family legacy.

I think modern life is filled with toxic levels of inauthenticity. Most of the emails we get are fake. Friends aren't "friends" until they're confirmed in facebook. We're bombarded by flashy movies - and photographs - that emphasize special effects, trends and virtual reality at the expense of real connection, compelling stories and true intimacy.

This leaves me – and many couples – yearning for authenticity.

I think this is why films like Once and Juno are surprise hits at the box-office. Rather than relying on overproduced effects or virtual reality, Once and Juno focus on telling stories about human relationships. No gimmicks. No Hollywood bells and whistles. No slick lighting or effects. Simply sublime stories about real human connections and true intimacy.

I believe these principles play out in our industry as well. There are brides and grooms who seek authenticity in their photographs, who want a quiet observer to document their story truthfully. Because when you have tender, storytelling moments happening naturally, why would you want to fake them?

What is the best thing you’ve done to make your business successful?

Just say NO - to copying!

Early in my career, I was influenced by a diverse set of mentors with radically different approaches. While it's natural to be influenced by industry icons and think, "If it works for them, it will work for me," copying other photographer's styles sends an ambiguous marketing message to prospective clients. Learn to innovate instead of emulate.

I believe it's imperative that professional photographers focus on discovering, honing and marketing their signature style. I've noticed many photographers lack a strong sense of identity. Around our studio we joke about "visual schizophrenia" that plagues photographers. In a competitive market, clients need to see a clearly defined style. The most successful photographers stand out because of a personal investment in their work. They've found a way to express who they are through what they do. Who we are is the most important thing about photography. Every photograph is somewhat autobiographical.

Start by asking yourself these questions:

Who are you? What is your style? Can you articulate this to your client in two sentences? Is your marketing message consistent with who you are photographically? Do your images work together to reinforce your identity or do they work against each another? And most importantly, what artistic inspiration do you have outside of the photography world? 

Start with finding yourself. Then the clients will find you! 

What inspired you to become involved with Thirst Relief?

The clarity and simplicity of their mission. The leadership team at Thirst Relief works tirelessly to alleviate the world's water crisis. Until I learned about Thirst Relief's work across the globe, I had no idea how many communities lack clean drinking water. I was aghast when I heard this statistic: Each year 2.5 million people die from diarrheal diseases. Ninety percent of those deaths are children under age five. (World Health Organization) Having clean water is something we take for granted in the US. We have a unique opportunity to make a difference via Thirst Relief's work.

What three products or things help you stay organized?

ShootQ, Action Method and my wonderfully pragmatic husband! His German practicality balances my Italian mania. http://www.shootq.com and http://www.actionmethod.com/

What is something that you think women in the industry should do?

Gain a new perspective. Seek inspiration outside of the photo industry. With all of the recent hullabaloo about wedding workshops, I started to think about the workshops that have been most beneficial to me. The most beneficial workshops I've attended are ones outside the scope of wedding photography. I encourage women to seek out workshops such as The Maine Photo Workshops, The Missouri Photo Workshop, Dale Carnegie Workshops, The Ritz-Carlton's Workshops, Rebirth Retreat, Behance's 99% Conference, etc. I wholeheartedly believe we need to hone a diverse set of skills to excel in business and in life. There's something to be learned everywhere, especially outside of our own industry.

To see more of Rachel's work or learn about ShootQ:

website

blog

ShootQ

***All images in this post are copyright Rachel LaCour.***

Personal photo shot in the Mississippi Delta in Morgan Freeman's Blues Club, Ground Zero:

Rachel's trip to Italy and the picture of her great-grandmother, Rosa's, birth certificate in Mongardino, Italy:

Rachel's recent trip to India: