My job is to find out what my clients want to say, and then figure out how to say it best. It’s shocking to me how many (direct) clients don’t understand this. When you write a paper, an email, a blog post, a book or anything really, it’s important to know what you are trying to say before you start. A thesis statement or an outline, even if it’s just in your head, is imperative if your writing is to be clear. Photography is no different! It’s just a visual language. PPG wanted a photograph to illustrate (say) that their new pigment is better. Which side do you prefer? As always, I am interested in your thoughts.