Most dating profile advice says the same thing: smile naturally, don't take a selfie, get someone else to take the photo. All true. None of it explains why so many people follow that advice and still end up with photos that don't work.

Most event photography looks the same: wide shots of the room, candid laughs at the bar, a handful of decent crowd shots for the recap video. It's useful. It's also forgettable — and it gives the people who actually showed up to your event nothing they'll personally use again.

That's the gap my event photography work is built around.