For photographers, light is the cornerstone of everything we do. We use it to tell stories. It’s how we capture moments and show emotion. It’s our creative partner. Because of its importance, most of us have preferences for the kind of light we like to work with. Those preferences shape our style and, if we’re in business, our brand.

For the first twelve years of my business, I branded myself as a natural light photographer. My style was soft and airy. That’s the kind of light I preferred. Over time, that was the kind of light my clients expected to see in their images when they hired me.

Therefore, when I first learned to use artificial light, it became imperative that the images I made with strobes and flashes looked like ...

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