As photographers, it is always easy to get excited about the latest and greatest piece of equipment and imagine how it will be improving our photos and upping our game. In this episode, we explore why this mindset can often be the wrong use of our resources and a few of the better applications of our funds and energy. Research and education are ongoing processes but are essential in the early stages for finding what your specific needs are in relation to what you want to offer your clients. If you buy several different fancy lenses before getting into your practice fully, you will probably find you hardly use most of them! Your website is another vital piece of running this kind of business, and really cannot be ignored. Important aspects to keep in mind here are the SEO component, aesthetic and professional appearance, and the ease of finding useful information about what you offer. We also talk about the eternal magic of mentors, utilizing a CMS, and how to judge which avenue to approach first. So make sure to tune in and get it all!