One of the most frequent comments I hear in my seminars is the challenge in keeping up with technological changes. Whether you are a photographer, designer, artist or illustrator, it is still an important question. How do you keep track of new equipment and software upgrades? How do you decide what is right for you? Let's look at some of the criteria involved in making new technology decisions.

First, decide if your business is client-driven or technology-driven. Those freelancers that are "client" driven wait until there is an actual need, expressed by job requests, for the new technology. Those "technology" driven pursue new and developing techniques for the joy and competition of the pursuit. The choice of method reflects the freelancer's personality and their client base. There are strong feelings on both sides.

Joel Becker, Becker-Cline Digital Photography (Norfolk, VA) says,

"We decided it is inevitable so we better get the jump on the competition. We are now considered the Digital Photography experts in our market, but not until after a one year learning curve and much chest-beating!"

Brian Tremblay, Brian Tremblay Photography (Ontario, Canada) feels,

"In my market, the customer is more concerned about value for their money. I think a photographer who tries to keep up with technology can be like trying to keep up with the Jones'. Technology today is a money pit; especially in the areas of digital imaging. You always have to have the fastest, clearest most up to date equipment. Sometimes a photographer can fall into the trap of wanting the latest gizmo, but not having the market to exploit it on in order for him to earn back his investment."

Stephen Webster, Photo-Illustrator (Columbus, OH) says,

"Don't jump on every wizbang bandwagon that comes along. It is very important to stay aware of what is out there, but only adopt what you truly need to accomplish your already created goals. It's too easy to get sucked into what the technology manufacturers tell you that you 'Must have to survive'. Talk to your peers who have worked with the technology for awhile before investing your time and money into something that may not help you enough to justify your output."

But Stephen has other reasons for making new technology decisions,

"On the flipside, the communications technology has been a Godsend. When I got into the business, fax was a novelty, then a must-have. Along comes the Internet, which allows me to work with anyone in the world 'real time' from Columbus, OH. So for me the Internet has become part of the standard 'equipment' in my studio. But once again, it works for my market and may not have any application to another photographer."

Eric Wilson, President of Puddletown Graphics, Inc. (Gold Bar, WA) plans ahead to keep up with new technology,

"The technology that PuddleTown Graphics deals with on a daily basis changes approximately every six months. We are constantly re-assessing new computer hardware and software that will allow us to do our work faster or gain a competitive edge. I spend a great deal of time surfing the web, talking to vendors, attending trade shows, reading magazines and asking questions of my peers in the 3D Industry. Through each of these avenues, my company and I gain a different perspective on the advancement of technology and a perspective on the possible value of those advancements. I am concerned that if I didn't spend the time researching technological advancements in my field that one day I would wake up and realize that not only have I missed the train, but the entire depot is gone. I would have missed the boat entirely and playing catch up is a long road to travel."

See next month's Column to continue this discussion!