Page 15 - NyghtVision Magazine Volume 3 #1
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FRANCOIS DEWYNTER 15
Also, there is really no end to the list of tech- Falcon: The “p-word” is photography.
nical things that can go wrong: batteries fail, Francois: Thank you. Please continue.
memory cards have to be swapped out (often Falcon: Another significant change has to do
at the worst moment possible). I could go on with the immense wealth of technical infor-
but I think you get it. But the icing on the cake mation we have amassed. As I’ve mentioned,
is this: We live in a litigious culture. Meaning, in the beginning I underestimated the extent
if something goes wrong, whether or not it is to which digital photography had to be tech-
your fault, you can be sued. It’s no wonder the nical and true to the roots of photography.
average professional photographer lasts only Therefore, the development of the Nyght-
about three years. Vision Methodology was extremely import-
Francois: So, in light of what’s happened to ant. Designed to bridge the demands of think-
the industry, how has your firm changed? I ing technically and emotive artistic vision,
know for one thing, you’re no longer Nyght- this methodology has enabled us to develop a
Falcon Photography. unique voice in the industry. More important-
Falcon: Yes, this is true. We changed our ly, it has freed our destiny from being shaped
name to The House of NyghtFalcon because by the whims of a market niche. Our most im-
it better reflects who we are and what we do. portant asset is our NyghtVision Methodology.
One thing we realized was that our business Francois: What’s next?
model was really more akin to that of a fashion Falcon: In terms of where the firm is going, we
house than a photography studio. Also, we felt have made changes over the past two years to
strongly that using the word “photography” in strengthen our position competitively. Nyght-
our name was not a good thing. Vision magazine has a new website and the
Francois: Let me stop you there—what do magazine will be available in print-on-de-
you mean “using the word photography was mand and four digital formats. We are aggres-
not a good thing"? You are photographers, sively looking at expanding both the publica-
aren’t you? tion business and our educational seminars.
Falcon: (Laughing) That depends. First of We continue to improve our websites and add
all, we also offer video imaging, graphic and value to our various design businesses.
interior design, and many other things that Francois: So, NyghtFalcon is ten years old.
don’t fit accurately under the umbrella of pho- What do you think the firm will look like in
tography. Second, we realized that our client another decade?
services—photography, graphic design, video Falcon: Wow, there’s a question. I don’t want
imaging—have little to do with the media we you to think we haven’t thought about this,
use. Our business is creating, capturing, and because we have. I can tell you that it is one of
conveying emotion. Photography is just one our goals to continue to diversify the business.
of many ways we do this. Also, we learned In ten years, while digital imaging will remain
that using the “p-word” can actually hurt us. a core competency and our primary focus, we
It devalues what we do by putting us in the expect that publishing, fine art prints, and
same commodity group as everyone else with design services will generate the bulk of our
a camera. revenue. Obviously, we can’t be too specific
Francois: Excuse me for interrupting, but because change will continue to require us to
what is the “p-word”? refine our plans.
nyghtvision magazine RETUEN TO CONTENTS volume 3, number 1, WINTER 2013
