Think Different.

This was Apple's advertising slogan back in 1997. The company, long known for its creative thinking, inspired its core customer to think outside the norm.

After shooting about 300 hotel rooms over the last decade, I've learned the bed, desk, TV and lamps are all givens. So, if a photographer's job is to set clients apart from their competition, they have to think differently.

I shot the above guest room for a major resort client on the island of Aruba and decided to just ignore the room (yes, a room shot that ignores the room) and focus on two elements: windows and view. After all, most consumers can figure out what the rest of the bed looks like, right?

While the last photographer of this room certainly didn't take a bad shot, it looks like a very typical Caribbean resort room. If you put both images side by side, which room would inspire you to pay more per night? If you were a magazine editor, which shot would you devote more space to?  That, dear reader, is the bottom line. Photographers who are able to increase the perceived value of a client's product will always get more opportunities to Think Different.