For any critical use or important function of your business you ought to get someone well experienced in what they claim to do. In the medical field and in the practice of law, specialists are everywhere. If you needed heart surgery or estate litigation help, you’d want someone skilled in those areas, not a jack of all trades. Don’t ask a pastry shop to make you a pizza–they’re not the same skills.

 

Possibly you yourself specialize in a particular line of expertise in the work that you do. The concept isn’t foreign, is it? That’s why companies have departments. One for service, one for claims, another for sales, one for accounting, and so forth. Even if you are a sole operator, you still go to someone to do the things you don’t do.

 

So here’s the point: when you need a really good shot of yourself to promote and market your business, get the best guy at shooting business portraits. Not someone who claims to do it all: aerials, weddings, babies, legal, school, commercial, events, reunions, photo journalistic mumbo-jumbo, copy and restoration, passports, pets, candids, sports, and custom framing. It’s all about credibility and proof of performance, not how many things they cram onto their business description.

 

Hire people who are best at what they do. Be smart. Don’t be a nut.