In early 2024, I delivered a keynote at a photography workshop in Morocco, a talk that has become one of my favorites, especially in a time when the world needs more wisdom and less frivolity.

Reflecting on my unconventional journey, I discussed what I believe to be the four cornerstones of art: Creativity, Compassion, Courage, and Commitment:

• Creativity thrives with risk, pushing beyond the average to deliver unexpected art.
• Compassion grounds our work in humanity, making our photographs a testament to people’s envisioned futures, answering fundamental questions about identity and value.
• Courage involves embracing imposter syndrome, daring to create beyond the familiar throughpersonal projects. Artists, unlike artisans, deliver the unexpected, pushing boundaries with emotional labor.
• Commitment means embracing failure and persistence. Ultimately, success combines good work, kindness, and a touch of luck, leading to unexpected journeys and achievements.

As always, feel free to ask, comment, or suggest topics by emailing me at info@andreaskgeorgiou.com

There is scene in HBO's Succession where Logan receives a gift Patek Philippe. His son-in-law tells him:

“It’s very accurate. Every time you look at it, it tells you exactly how rich you are.”

Because... a Patek Philippe, just like any luxury product (or service), is not about the product itself. It’s about the price, and, much more than the price, it’s about the internal narrative.

Pricing is a story. Once you do it right, then your price represents more than dollar value. It talks to the identity of your client in profound ways: For some, price may indicate a sign of excellence. For others, price may be a way to reinforce an internal narrative of social status. For others, price may be a mere number that gives them access a wonderful world of opportunity to build up to their ideal perceived self. For others still, price is a mere metric for analysis in a spreadsheet, a symbol of sensibility and practicality.

• So, what does the price mean?
• What is the unique psychology of consumers in the average market, and in the luxury market?
• And, importantly how does one leapfrog from the average to the luxury market?

This is a longer-than-usual episode, but it is one I believe is my most important one to date.

This is a Special Episode - it is a partial narration of my FREE Pocket book for Second Photographers, which you can download for free here: https://andreaskgeorgiou.com/downloads-second-photographer-pocketbook/

It's a transformative 15-page pocketbook for anyone who cares enough to be the BEST Second Photographer they can. If you seek to better understand your role as a Second Photographer and use your experience to become an exceptional Lead Luxury Photographer, this is for you. It contains:

☑ 2 CASE STUDIES ☑ 5 ESSENTIAL SOFT SKILLS FOR YOUR TOOLKIT ☑ PRACTICAL ADVICE ☑ A FREE CHECKLIST FOR SECOND PHOTOGRAPHERS

Download it for free here: https://andreaskgeorgiou.com/downloads-second-photographer-pocketbook/