***All images in this post are copyright Lori Nordstrom.***

NEXT WEEK: Dawn Davis

{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 }

As always make sure to leave comments for the women who are featured. They like comments as much as I do I'm sure...let them know if you have questions or just to say thanks! for their insight and wisdom...

Make sure to check out the rest of the series by clicking here. Tell a friend!

You are very busy and seem to travel extensively with PPA and other industry conventions and workshops. How do you make this easier on your children?

I have taken each of the kids with me to different events.  My oldest two have even traveled out of the country with me for photography related reasons.  I've wanted them to know what goes on when I'm gone.  I'm not leaving them once a month to go and play and get away.  I'm traveling for business and working.  I let them know that it's part of what supports our family and I need their help while I'm gone. The kids have gotten letters written to them from other photographers that I've spent time with.  And I always think that's really cool when someone writes to the kids and says, "Thanks for sharing your mom with us."  And that means a lot to me because it gives purpose and value to being away.

I've been fortunate that the kids have a dad who is supportive of what I do.  I know they are taken care of when I'm not here, and he's great about trading days with me if I happen to miss a day when I have the kids.  It's always work, but we've learned to work together to put the kids first.

You have been a single mom almost since starting your business, I know that many women face the same challenge.  What suggestions do you have for women who are trying to be a mom and a business woman without the support of a spouse?

It's a recurring theme with me, but schedule, schedule, schedule!!  Every part of our workflow has to get scheduled so that we aren't editing images at 2:00 am after the kids are in bed.  We need sleep, too!  I learned this the hard way years ago - I'd leave work when the kids got out of school, go home and do homework, sports activities, dinner... whatever needed to be done, get them in bed and then go back to the studio. EVERY NIGHT! I thought I was being a good mom, but reality was - I wasn't present.  I was worried about what needed to be done, thinking about clients and images and marketing - not giving 100% to my family when I needed to.  It changed my life when I started scheduling every part of the workflow and let my kids know when they could count on me.  

This rule applies with or without a spouse.  

The other thing that I did was carefully bring people into our lives that could do little things that needed to be done, but weren't making me money.  House cleaning, grocery shopping, car maintenance etc are things that get delegated.  I've also learned parts of my workflow that I can hand off.  It's hard not to be in control of everything, but it's also very freeing when you realize that you don't have to be.   

You live in a very small town in Iowa and have an extremely successful studio.  What fundamental things have you done to make that happen?  

I think the biggest thing that has allowed me to "make it" in a tiny town in the mid-west is the very fact that I do not have a choice!  I have always supported my family, so not making money is not an option.  I do work hard being involved in the community, with local charities and partnering with other businesses.  I've made a point to always have a plan.  I don't always follow it exactly and there are times when I haven't reached goals that I've set.  But, the process of making goals and a plan and writing it all down is the first step to success.  

You moved to a new studio not too long ago.  How did that change the dynamic of your business and family?  Are you glad you did it?

I am down to just one child at home.  My oldest two have graduated from high school.  While I had two in high school, the home studio made perfect sense for me.  Now that it's just Jaxon (11) and me, it made sense to be back in a retail location.

I purchased an 8,000 sf building that I could move into (I built an apartment upstairs), so instead of a "home studio", I have a "studio home".  There are benefits to every way we can do this business, but I love having a retail location - especially now that there are so many photographers out there.  It's something that sets my business apart.  

What are the three most important things you do as a business woman?

Set goals

Build relationships and help families make memories

Community involvement and charity work

What are the three most important things you do as a mom?

This is a tough question! 

I would say, make sure they know every day how much they are loved and how important they are.

Show them strength through success as well as mistakes.

(which ties into) Be willing to admit mistakes that I've made, and what they've taught me.

And a side note... my kids are not allowed to say "I'm bored."  Bored is a bad word in our house!  They get the giggles when another kid says they are bored, and I've heard them all say at different times "you can't be bored if you're not a boring person!" or "if you're bored, my mom will find something for you to do!"  

What have you done to create an efficient and simple workflow?

It's that theme:  schedule, schedule schedule and delegate.  

The first hour of our day at the studio for all employees is to organize, clean and write a plan for the day.  Things get added to our lists, and it's fun to crossthem off as well!  I also know that if someone doesn't have a big list I can add a task to their list for the day like organizing the frame room or burning cds, organizing client files, searching out a new vendor for a specific product, etc.  

The other thing we have is a workflow envelope assigned to each client.  A 9x12 envelope is made for each client when they schedule their session. Everything for that client goes into that envelope - email correspondence, notes, invoices, frame orders and their cds/dvds of images.  On the front of the envelope is our entire workflow.  Whoever has done a step of the workflow will initial and date that step so that at any time I can pick up an envelope and know where that client is in production.  

These things have helped keep us all on task and get things done in an efficient manner.  Except for our office manager, emails and other online activity is restricted.  I answer emails once or twice a day and it's on my schedule. 

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

The most important thing to remember is that time is valuable, and this business takes a lot of time!  If we aren't charging appropriately, and for profit, we are robbing our families.  Most women have a hard time charging for something that they love, so we have to remove ourselves and charge enough to have something to give back to our families for the time that we are taking away.  

What do you do that your clients rave about most?

I've built my business around building and maintaining relationships.  I want my clients to LOVE being here with me.  I want them to have a wonderful time celebrating their own relationships and creating beautiful memories in the time that we have together.  It means the most to me when a mother tells me how she loved seeing her children laugh and snuggle, or hearing how kids couldn't stop talking about being here.  I love it when a dad takes off of work to be here and lets me know how that he forgot all about the deadlines waiting.    

What are you most proud of as a mom?

My kids are all so unique and different.  I'm so proud of each of them and the people that they are.  I've always said that "I really like my kids!"  It's easy to love them, but sometimes not so easy to like them! lol  But I really do like and enjoy them - I think they are wonderful and such a joy to be around.  

What do you do to keep from feeling overwhelmed?

I certainly have times of feeling overwhelmed.  I'm not a natural planner/organizer.  It's something that I have to make myself do.  Usually when I'm feeling stressed out it's because I haven't made a plan or because my schedule has gotten out of control.  I've learned to look for those triggers when I'm feeling overwhelmed and make sure those things get fixed first, b/c if there is a plan to make it all happen, it will happen.  I don't have to worry about it anymore!

The other thing that de-stresses me is teaching and helping others in this business through workshops, conventions and our forum http://www.phototalkforum.com/forum.  The more that I can share these concepts, the more I'm reminded and learn as I go. 

What helps you stay organized?

I'm a Successware user and big fan.  I highly recommend a studio management software for photographers, and Successware happens to be the only  comprehensive client tracking, managing and invoicing PLUS the financial management side.   

You give quite a few workshops that I imagine are largely attended by women.  After having the chance to see up close and personal that struggles that women have in our industry, What is something that you think women in the industry should do, and what do you think they should not do?

 Yes, my workshops are always a majority of women - but hey!  We're taking over the industry!! Sometimes I think I should just make them "no boys allowed!" :)

The very biggest struggle that I see over and over is knowing how to price our product.  As women, there is so much fulfillment in just doing what we do, as well as the feedback, appreciation and praise that we get from our work - how do you charge for that?  I really want to encourage women to take themselves OUT of the pricing equation.  We put so much time into each client.  A recent worksheet I did shows a minimum of 6-7 hours with each client!!  If we aren't willing to charge for this time for ourselves, think about the time taken from your family. What do you have to give back to them - financially, at the end of the day for the time taken from them? How much, really does it take for us to stop saying "just another 5 minutes, honey"...  "i'm almost done, honey!" and be present and purposeful with our families?  

I think women should put a value on their time and their family and should not underestimate what it takes to make a living from photography.  It can be done, but it takes hard work, setting goals, networking with other businesses and pricing for profit.  Taking a pretty picture is a very small part in all of this.    

To see more of Lori's work click on the following links:

Website

Blog

Phototalkforum

{*Attention friends!!* Lori is giving Women and Business series readers a special offer when you join Phototalkforum!  A subscription is normally $129/year but Women and Business readers get a $30 coupon code for a $99 subscription!  Just enter DAVINA99 when asked for a coupon code.  WoHoO!!}

***All images in this post are copyright Lori Nordstrom.***

a new blog.

It's not my new blog...it's Destri's brainchild.  Virtually born on Monday morning.

This bouncing baby blog is no flight of fancy.  It wasn't suggested yesterday, signed up for last night, and live this morning.  It's been a work in progress for almost nine months...a labor of love.  Destri wrote me back at the beginning of the year and shared her idea with me, asked for some suggestions, and a bit of direction.  I know I wasn't the only one she asked...she was doing her research...she wanted to create something really wonderful.  She sent me the preview before it went live and I knew I wanted to let all of you know about it. 

There are 6 contributors...one woman posts each day...except this week!  You get them all at once since this is launch week!  They write about crafts, sewing, recipes and good things to eat, the pleasures of ordinary life, and shopping.  They play to one another's strengths and it's a fantastic combination of personalities.

I'm honored to be the first person to contribute a bullet list...check it out here.

So scoot on over and check out The Motherhuddle.  You'll be glad you did!

Congratulations on a really fantastic blog, Destri!  I'm so excited to read all of the collaboration.  The magic that happens when 6 women put their creativity and enthusiasm and love for life together breathes something beautiful into the world.

new. LIFE.

magic time galore.

ultimate magic time 12:34

I don't know about you...but we have magic time at our house many times an hour...and what seems like 100 times a day.

If you haven't heard of or don't know about magic time...here's the breakdown...

Look at your clock.  Any time your clock's numbers run consecutively...it's magic time.  For example 4:56 or 1:23.  The supremely ultimate magic time is 12:34.

It can also be magic time if your clock's number are an equation.  For example 3:36 or 4:48 or 2:35.  See what I mean?  The possibilities for magic time at your house have just gone up exponentially!

I love hearing my kids yell out from where ever they are, whatever they are doing...driving to a horse lesson, arriving at ballet, making dinner, playing business, riding bikes, reading a book, walking out the door to a football game, talking at the table, picking pumpkins, lounging on the couch, doing an art project, getting ready for school..."It's magic time!!!!"

It's magic time...

Because really...it is.  I don't know if they've caught the double meaning in that but to me it's more than consecutive numbers on the clock, more than math equations, more than an awesome math and science teacher.   It's a reminder 100 times a day that THIS is THE magic time.  This  moment.  This mundane thing I'm doing right now...it's the magic time.

I love magic time...

So...we're going to have a little fun with magic time...this is some seriously silly fun...so you know you have to join in! 

The person that sends me the longest list of magic time (interpret that however you want...actual moment, math, consecutive numbers or whatever other interpretation you want to make of it) either here in the comments or to davina at davinafear dot com and you will win a stop watch.  Send them in before Friday ends...this magic time is 11:59pm ET.

"What?  A stopwatch?!?"  (I heard you say that...)

"Yes.  A stopwatch."

This isn't just any stopwatch though!  This...is a magic stopwatch. 

It can time all kinds of things...not just how long it took you to do a sprint.  It can time how long it takes a person to balance a feather duster on their finger...3.45 minutes.  It can time how long it takes to drink an 8 oz. glass of milk...4.56 seconds.  It can time how long kids can entertain themselves playing businesses...2.34 hours.  It can time how long it takes for a kid to get off the bus, run down the cul de sac and bust in the front door...35.8 seconds.  It can time how long the hug lasts after busting in the door...15.6 seconds.  It can time how long it takes to pee when your bladder is going to bust...30.3 seconds (you know you've wondered).  It can time how long you can bounce a ball before it bounces out of your hands...10.01 minutes.  It can time how long you sit at dinner and listen to best and worst for the day...22.04 mintues.  It can tell you how long it takes to talk to your sister on the phone...1.23 hours.  It can time a good kiss with your lover...12.03 seconds. And...we'll stop there...

You get the idea...

See what I mean? Time. This stopwatch...it's magic...if you know how to use it...

magic. LIFE.

laughter.

The stress management benefits of laughter...I know I usually feel better after laughing at a difficult situation or finding a way to see the silly in an otherwise too serious circumstance.  I wondered about the health benefits of laughter and found a wide array of information here on the internet.  I discovered that you can go to a laughter yoga class...you can hire a laughter coach...and there are personal laughter advocates...

This is my favorite article on laughter, good humor, health.

I just want to laugh.  I like laughing...it's more fun to laugh when I'm with my kids and my husband...it's also easier.  Laughing at my ridiculous mistakes also feels better than completely stressing out over them.  Take the last couple of days for instance....

I say the wrong things at the wrong times...it's easier to laugh about that and it makes me feel more human.  Today I received an order that I had been waiting to receive of some envelopes that I wanted for a project I'm working on...I ordered cardstock by accident?  Who does that?!?  Apparently, I do.  After talking about it on the phone with my wonderful studio manager, Jessica, we had a good laugh about it, a little brainstorm, and everything will be just fine.  Laughing at myself helps the stress level to be sure.  I always need more laughing...it's a fun way to get fit! :)

The following comes from about.com.

• Hormones: Laughter reduces the level of stress hormones like cortisol, epinephrine (adrenaline), dopamine and growth hormone. It also increases the level of health-enhancing hormones like endorphins, and neurotransmitters. Laughter increases the number of antibody-producing cells and enhances the effectiveness of T cells. All this means a stronger immune system, as well as fewer physical effects of stress.

   

• Physical Release: Have you ever felt like you "have to laugh or I'll cry"? Have you experienced the cleansed feeling after a good laugh? Laughter provides a physical and emotional release.

   

• Internal Workout: A good belly laugh exercises the diaphragm, contracts the abs and even works out the shoulders, leaving muscles more relaxed afterward. It even provides a good workout for the heart.

   

• Distraction: Laughter brings the focus away from anger, guilt, stress and negative emotions in a more beneficial way than other mere distractions.

   

• Perspective: Studies show that our response to stressful events can be altered by whether we view something as a 'threat' or a 'challenge'. Humor can give us a more lighthearted perspective and help us view events as 'challenges', thereby making them less threatening and more positive.

   

• Social Benefits of Laughter: Laughter connects us with others. Also, laughter is contagious, so if you bring more laughter into your life, you can most likely help others around you to laugh more, and realize these benefits as well. By elevating the mood of those around you, you can reduce their stress levels, and perhaps improve the quality of social interaction you experience with them, reducing your stress level even more!

   

How To Use Laughter:

Laughter is one of my all-time favorite stress management strategies because it's free, convenient, and beneficial in so many ways. You can get more laughter in your life with the following strategies:

• T.V. and Movies: There's no shortage of laughter opportunities from the entertainment, both at the theater and in the aisles of the video stores, as well as at home with T.V. comedies. While wasting your time watching something marginally funny may actually frustrate you, watching truly hilarious movies and shows is an easy way to get laughter into your life whenever you need it.

   

• Laugh With Friends: Going to a movie or comedy club with friends is a great way to get more laughter in your life. The contagious effects of laughter may mean you'll laugh more than you otherwise would have during the show, plus you'll have jokes to reference at later times. Having friends over for a party or game night is also a great setup for laughter and other good feelings.

   

• Find Humor In Your Life: Instead of complaining about life's frustrations, try to laugh about them. If something is so frustrating or depressing it's ridiculous, realize that you could 'look back on it and laugh.' Think of how it will sound as a story you could tell to your friends, and then see if you can laugh about it now. With this attitude, you may also find yourself being more lighthearted and silly, giving yourself and those around you more to laugh about. Approach life in a more mirthful way and you'll find you're less stressed about negative events, and you'll achieve the health benefits of laughter. (See this article on maintaining a sense of humor.

   

• 'Fake It Until You Make It': Just as studies show the positive effects of smiling occur whether the smile is fake or real, faked laughter also provides the benefits mentioned above. So smile more, and fake laughter; you'll still achieve positive effects, and the fake merriment may lead to real smiles and laughter.

   

• More on Having Fun: See these additional suggestions on laughing more and having fun in your life.

 Sorry about the title of this video...it really is hilarious...

***All images in this post are copyright NicholeV.***

NEXT WEEK: Lori Nordstrom

{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 }

As always make sure to leave comments for the women who are featured. They like comments as much as I do I'm sure...let them know if you have questions or just to say thanks! for their insight and wisdom...

Make sure to check out the rest of the series by clicking here. Tell a friend!

You are married and have three kids. How do you do it all?

Haha! I think that my husband and kids would say that I don’t do it all. Many times, laundry doesn’t get done quickly enough and dishes stay dirty far longer than they should. I do think that it helps that my husband and I both have the attitude that “we’re all in this together.” He runs the business with me, so we split parenting and household duties as well. I make dinner every night; he changes dirty diapers and cleans bathrooms. It’s definitely a fair trade! The kids have their chores as well. I even have my 8-year-old help me with client packaging and promotional materials where he can. I think that it helps that my children see the business as our family business—something that they have a stake in too. It makes them more patient and understanding of the times when I have to be away.

You are doing workshops in Australia, Europe and the US and you shoot all of the time. How do you keep things organized and running smoothly?  How do you make your travel time easier on your children?

Again, I think that my husband would say that I don’t keep things organized and running smoothly, haha. I definitely receive a lot of help and I’m not afraid to delegate anything and everything. I have a part-time nanny who helps tremendously. She comes in 2 to 3 days a week and cleans and folds laundry and does all the little odd jobs that I just never seem to get around to. I would be lost without her. She is also the person who watches the kids when we leave town to shoot a wedding or do a workshop. It’s so nice to know that my kids are with someone who I trust and who I know loves them.

Additionally, we try to take the kids with us on our trips whenever we can. Our goal for 2010 is to take the kids with us nearly 100% of the time when we have to travel. Though it adds some stress, I think that it’s a valuable learning experience for the kids to experience different cultures and see different parts of the US. And it allows us to spend even more time together as a family. My family is definitely a top priority for me.

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

Learn your craft. You can spend an atrocious amount of time “fixing” mistakes in Photoshop. The best way to get more time with your family is to become a better photographer. If your images out of camera look amazing, then you won’t have to spend a lot of time perfecting them in PS. I go to great lengths to ensure that my images are as perfect as possible straight out of camera. If there is snot or a stray hair, I stop the shoot and fix it. I could fix such problems in PS, but why when I can fix them while I shoot?

This also means that the magic of my images happens when I shoot, not on my computer. The gorgeous light, the blur, the pop in the eyes, the beautiful skin tones—they are all the result of my understanding of photography and my gear. The images below are all straight-out-of-camera. I shoot RAW, so these are RAW images without any tweaks done to them, truly showing exactly how my metering and light was when I took the shot. When shots look this good straight out of camera, they don’t require much post-processing work.

What does your workflow look like? What have you done to make is simple and efficient?

The best way to simplify your workflow is to improve the quality of your images out of camera. Am I starting to sound like a broken record, haha? The better your images are out of camera, the easier your workflow becomes. It’s that simple. It seems that people are always chasing the latest gizmo that’s supposed to solve all their workflow woes. In reality, the best workflow solution is good SOOC images. That will speed up your workflow more than anything.

Additionally, I have reverted my workflow back to how things were done when we all shot film. I create proofs for my clients to choose from when ordering, not perfected works of art. I create the perfected work of art after they decide what they’d like to order. So with my current workflow, I create proofs for the clients in Lightroom and clients choose the images they want enlarged from the proofs. I then go back and re-edit the image in Photoshop to create a beautiful work of art for the client. Generally, the difference between the SOOC RAW file, proof and art print of an image is quite subtle, though it can be more dramatic. It really depends on the image and the shooting situation. (See images below for examples).

In addition, I show clients every useable image I take. This speeds up my proofing because I don’t have to choose what to show a client and they don’t wonder what I have. They see every image. Consequently, my proofing is extremely fast. I can sort and proof an entire wedding in around an hour.

You have a somewhat unconventional approach in your business model. How do you think that can help other women?

Well, as I’ve stated above, I show my clients every “useable” image I take (yes, I delete blinker shots and metering test images, etc.). Currently, clients pay a sitting fee and then they choose a digital package. All of my digital packages include a mid-res copy of every proof I create, as well as at least one fully retouched art print file. From there, clients can order enlargements. I offer typical mounted prints, fine art watercolor prints and gallery wrap canvases. I don’t offer albums, cards, photo jewelry or anything else that consumes my time.

There are many reasons for my pricing model. The biggest, of course, is that it’s what my market demands. My clients are scrapbookers and enjoy doing crafts; consequently, they want to make their own albums and cards and jewelry. It’s just the culture of where I live. That being said, my business model also saves me a tremendous amount of time. As photographers, I think that we tend to think in terms of how much money we make per client, not how much money we earn per hour. The more you can streamline photo editing, the more time you will save, the more money you will earn, the more time you will have with your family. And as I stated above, perfect SOOC images are the best way to streamline your editing.

You were recently featured in Rangefinder magazine and you are speaking at WPPI this year. It seems like the last couple of years have been a flurry of activity for you. What have you done to become so sought after and recognized?

Uhmmmmm, well, I think that there is a certain amount of karma to everything that has happened. I don’t think that there is a recipe for such success. That being said, I sat down about 3 years ago and decided to get my name out there. So I started submitting to international print competitions and really studied my craft to learn what made an award-winning image. Winning WPPI’s International Portrait of the Year award in 2007 was a huge honor and really jump started everything else, I feel. Since then, I’ve continued to learn and do well in international print competitions, proving (at least to myself) that I’m not just a “one-hit wonder.” Again, I think everything boils down to really, thoroughly understanding photography. The greater your skill set, the easier it becomes to make fantastic ideas in your head a reality.

You give quite a few workshops that I imagine are largely attended by women. After having the chance to see up close and personal the struggles that women have in our industry,

1. What is something that you think women in the industry should not do?

            Feel complacent, helpless, resigned!

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

            Become angry, irritated, annoyed!

I love these questions! I see women repeatedly struggling with the same issue—too much to do and too little time to do it in. They feel that they don’t have enough time to devote to their families and their business. As women, we need to value our time more; we need to become irritated enough over unnecessary “time-sinks” (as I call them) that we do something to change them. Tired of feeling like clients don’t respect your time? Become angry! Indignant anger is a wonderfully empowering feeling! Channel that irritation into changing your policies; policies that you’re motivated to enforce. Tired of another insanely late night in front of the computer? Become angry! Use that anger as motivation to change the way you structure your business or to learn new skills that will speed up your editing time.

Change requires effort. Many times we know that we need to make changes, but life crowds in and we’re just too tired and overwhelmed to care. Anger and irritation are excellent emotions that inspire change. Often they can give you the motivation you need to take your business to that next level.

To see more of NicholeV:

website

blog

shop nicholev

***All images in this post are copyright NicholeV.***