Despite proof to the contrary, some full-time professionals still believe they are entitled to be primary image providers. It is time to stop the blame game and re-focus on the challenge – how to earn a living by making pictures. Photographers can no longer afford to hang out a shingle with the moniker “good photography at a reasonable price”. The differentiators for success are as follows: highly distinctive imagery reflecting a clear and compelling aesthetic vision, marketing savvy, sharp business skills, adaptability and persistence. Today’s professional photographer must deliver nothing less.