I’ve been talking a lot about “intelligent imitation” lately, and for good reason—it’s been one of the biggest factors in how I’ve built and sustained my photography career over the past 35 years.

Here’s my six-step system inspired by my Carty Method, showing you exactly how to identify, adapt, and profit from the strategies of the best in the business.

After each step, I’ll share a piece of my own journey, relevant to the lessons I learned.

Step 1: Clarify Your Vision

The first step is getting crystal-clear on your creative and professional goals. It’s not enough to say, “I want to be a successful photographer.”

You need to specify the niche you want to focus on, the type of clients you aim to attract, and the style you’d like to be known for.

This clarity not only streamlines your learning but also helps you pick the right photographers to study.

1. Define Your Niche – Decide if you’re drawn to fashion, portraiture, editorial, weddings, or another specialty.

2. Research Influential Creators – Seek out the best in your chosen niche and examine their images, interviews, and social media presence.

3. Set Clear Goals – Establish benchmarks for the quality of work you want to produce, the clients you dream of booking, and your revenue targets.

When My Focus Shifted

Early in my career, I was all over the place — anything I pointed my camera at just fell under the category of “photography”

When I was 17, my high school photography teacher Kathy Yamashita brought me a copy of Vogue.

I questioned her “The photographers that shoot these pictures get paid?” She said “Of course and extremely well.”

“Seriously, you’re trying to tell me that the photographers that shoot these models and get to go to these locations get paid? For real?”

She assured me that Fashion Photography was a thing.

From that moment forward, that’s all I wanted to do. It’s all I looked at.

At 19 I was shooting real models for top modelling agencies.

I realized early I was going to be a Fashion Shooter.

I began to identify which top portrait photographers inspired me and analyzed their work and business models closely.

Suddenly, I wasn’t just going to be “a photographer,” but a fashion photographer on a mission: to create striking editorial fashion images that told compelling stories.

Step 2: Prepare with Purpose

This is where you move from admiring great photographers to dissecting their process.

Intelligent imitation isn’t about copying images verbatim; it’s about understanding the driving principles behind those images—lighting setups, gear choices, communication styles, and more.

1. Study the ‘Why’ – Look beyond the settings to understand why your role models choose certain lighting, lenses, or locations.

2. Plan Meticulously – Create mood boards, lighting diagrams, and shot lists so you’re clear on the intent behind each image before you press the shutter.

3. Look Beyond the Camera – What you won’t get to see is how they interact with clients, price their services, and stay organized with all aspects of their business.

My Game-Changing Pre-Production Routine

In my twenties, I realized that the photographers I admired most spent a lot of time in pre-production.

It was the days of film after all.

They would scout multiple locations, communicate with stylists, even test different lighting conditions days before a shoot.

I started doing the same—sometimes I’d shoot the entire session in my studio on a separate day with a different model and test light, poses and angles.

That extra preparation meant fewer surprises on set and a massive boost in my confidence once it was go-time.

This extra prep I’m famous for. Just ask any of my assistants how savage I am with being prepared.

Step 3: Make the Work

Having done your prep work, it’s time to create. This is where you put your own spin on the techniques and inspirations you’ve gathered.

1. Adapt Techniques – Borrow lighting or compositional methods that have proven to work for generations but tweak them so they fit your concept and style.

2. Stay Flexible – If the plan doesn’t work on set, be ready to pivot. Intelligent imitation means you’ve got a toolkit of ideas to draw from when obstacles arise. Mood boards full of random ideas and a few current magazines on set solve every “lack of good ideas” problem.

3. Maintain Authenticity – Remember, the goal is to level up your craft, not to become a carbon copy of your influences. Intelligent imitation is taking your inspiration from multiple sources. That’s called reference. When you take from a single source, that’s called copying.

Blending Inspiration with Originality

While I loved dramatic lighting set-ups from certain iconic photographers, I noticed their images sometimes came off as too stark for my taste.

So, I toned it down—added a bit more fill, softened the highlights, and introduced my own lighting approach.

The end result felt like “me,” but with a clear nod to the techniques I’d studied.

It’s a turning point for a photographer when they realize that intelligent imitation can amplify your voice rather than drown it out.

Step 4: Analyze & Evolve

After each shoot, take a step back to evaluate your work. This is where the real growth happens—when you dissect your successes and failures.

I look at the work the next day unless I’m on deadline.

1. Comparative Review – Stack your images against those of the photographers you admire. Look for differences in lighting quality, composition, or emotional impact.

2. Seek Feedback – Share your work with trusted peers, mentors, or online communities that give constructive critiques.

3. Refine and Replace – Keep evolving. Don’t be afraid to remove outdated images from your portfolio if they no longer meet your standards. As soon as you reach a new level of quality, everything before that goes out the window.

You’re only as good as your worst image. Bad images create doubt and doubt will make it hard for you to close those 4 figure sessions. Evolve past your bad work.

Emotional attachment to your photography is the death of the new photographer. Don’t hold onto your photographs like they are puppies.

Your photographs are tools. A means to an end. They work for you to get you more work. If your work isn’t getting you work, it’s the work or the packaging or you.

Make better work, package it in an industry standard way and make an offer.

Why I Removed Most of My Early Work

During 2024 while I was building The Carty Method, I let my portfolio and my current website sleep.

What kind of an example am I if I’m not practising what I preach.

So, I made the decision to remove almost everything from my early years. The only exceptions were select celebrity images that served as social proof.

I ditched Adobe Portfolio.

I jumped on a new platform for my site. (F$#@ squarespace, wix, adobe portfolio and pictime for delivery.) This is where it’s at. Use and get up to 55% off annual plans using code PXREF55

This aggressive curation was scary—I worried I’d lose some historical context or nostalgia—but it freed me to showcase only the strongest, most relevant pieces.

Clients began to see me as someone deeply in tune with modern trends rather than a photographer clinging to past glories.

My portfolio runs deep.

Step 5: Monetize Strategically

Learning from successful photographers isn’t just about aesthetics; it’s also about their business strategies. To make a living with your camera, you need to know how to position yourself, market effectively, and price your services.

1. Observe Proven Models – Take note of how top photographers niche, handle pricing, packaging, and social presence.

2. Build Brand Presence – Adapt their marketing techniques (client testimonials, social media campaigns, SEO practices) in a way that aligns with your own brand voice.

3. Nurture Relationships – Keep communication lines open with your clients. Offer them periodic updates, special offers, or behind-the-scenes glimpses of your shoots.

Leveraging Celebrity for Credibility

Working with celebrities opened doors for me in a big way.

And it started by taking unique high quality portraits of my friends.

Even though I don’t necessarily shoot the same style or subject matter as I did back when I started with fashion, I’ve strategically used my fashion background to make celebrities look like superstars.

I’ve have kept those celebrity shots in my portfolio to signal “I’ve operated at a high level.”

When new clients see that I’ve worked with well-known names, they’re often more willing to trust my expertise and pay higher rates.

It’s a practical demonstration of social proof that consistently boosts my booking inquiries.

Step 6: Scale for Longevity

Finally, intelligent imitation should be an ongoing part of your creative life. The industry changes constantly, and so should your approach.

1. Refine Your Workflow – Talk to Pros like me. Notice how established pros are evolving their editing pipeline, team structures, or project management.

2. Collaborate & Network – When imitation turns into partnerships, you expand your network and increase your chances to learn.

3. Diversify Your Offerings – Many photographers add digital downloads, workshops, online courses, print sales, book sales, or product lines to generate additional revenue and brand visibility.

Continuously Pushing the Envelope

Even after 35 years, I still seek out photographers who are pushing boundaries—whether that’s through new lighting technology, inventive social media tactics, or groundbreaking narrative techniques.

I pivot.

If I realize something isn’t right for my style; other times, I try it out and love it.

This willingness to remain a student has kept my work fresh, my clients happy, and my business thriving.

I get better still, after 40 years of shooting, every single time I pick up a camera and make work.

Final Thoughts

Intelligent imitation isn’t about cloning someone else’s portfolio; it’s about absorbing the best lessons from seasoned pros and adapting them to your own creative journey.

Through the six steps I’ve shared with you today: clarifying your vision, preparing with purpose, making the work, analyzing and evolving, monetizing strategically, and scaling for longevity, you’ll cultivate a career that’s creatively exciting, financially viable, and always on the cutting edge of what’s happening in photography.

Ultimately, the personal stories and experiences I’ve shared are proof that intelligent imitation is a game-changer.

No matter where you are in your career.

By continually evolving and curating my portfolio, leveraging star power for credibility, and remaining open to the next big thing, I’ve managed to stay at the top percentile in a highly competitive field.

And you can, too, if you adopt this mindset and process for yourself.

Thanks for reading me this week. I hope this brings you clarity and value.

I’ll see you next Saturday.

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