The Most-Desired Photographer:
The Foundation.
Become the go-to Photographer in your luxury market
through deep inner work.
From an experienced professional still unseen in their true value,
to a recognised, authoritative presence who naturally attracts the brands meant for them.
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Start from where you no longer want to be.
Listen.
I know it’s hard.
The work you once dreamed of — nurtured with passion and dedication — is now draining you.
This isn’t how you imagined it would be. And yet, here you are.
Endless last-minute changes. Constant pressure around budgets. Urgencies that never stop.
And suddenly, your career is running your life.
You’re working at a high level, in an industry many aspire to — but for you, it’s turning into a nightmare.
You’re no longer leading your work: your work is dragging you along.
And in trying to keep up, you’re losing control over your own life.
I hear you.
You’re not yet where you want to be — recognised as the creative authority for the brands in your sector, confidently leading your projects — and the exhaustion, the frustration, the doubt are wearing you down.
You feel lost, unsure whether to look for the cause — or the solution — in yourself, in the system you’re in, or in the state of the industry.
Listen again.
You don’t lack talent.
You don’t lack experience.
You don’t lack determination.
All of that is already within you. It always has been.
But —
We all do the best we can, with the resources we have available.
And if you’re not yet where you long to be, it’s because your next quantum leap requires a kind of transformation that hasn’t happened yet.
You need to learn, integrate and activate tools no one ever taught you — inner resources you’ve never had the chance to fully use.
Here’s the first key concept: the situation you’re experiencing is a symptom.
And if you don’t like the outcome, the one thing you truly have the power to change — is you.
Your actions. Your emotional states. The thoughts that shape them.
So why haven’t you reached what you deeply long for?
Because from childhood, we’ve handed the mirror of our worth and lovability to others — our parents, grandparents, early authority figures.
It’s natural: in the first years of life, we learn who we are through the emotional gaze of those who guide us.
How we are seen, received, named, and emotionally held shapes our entire perception of value, identity — and what we believe is possible for us.
Later, at school, we often handed over the power to define our worth to yet another external system: grades.
And in today’s system, grades mostly highlight what’s missing, instead of celebrating the innate gifts we each carry within.
5 — you’re unprepared.
6 — just enough, but not really.
7 — you could have tried harder.
8 — good, but you missed this part.
9 — yes, but…
And a 10? How often do we reach it — even when we give our all?
For many, those evaluations guide us unconsciously for years — in school, in sports, and well beyond.
As adults, we’re conditioned to search for safety and well-being outside of ourselves — through strategies, shortcuts, external validation, and purchases.
Safety — in a permanent job, in unlimited money, in degrees that are supposed to “open doors.”
Well-being — through the things we buy, driven by the constant noise of advertising.
How much spam surrounds us every day — walking through the streets of Milan, in the metro, in the squares… and every time we open a webpage or scroll through social media.
Even our sense of importance — fused with status — becomes something external: the job we do, the circles we belong to, the roles we hold.
As if simply being born weren’t already, in itself, a declaration of inherent worth.
Meanwhile, concepts like “believing in yourself” and “self-love” have been hollowed out.
But how exactly are we supposed to do that?
The truth is:
When we disconnect from the outer noise and root ourselves within, we discover something deeper.
That we are so much more than the labels we’ve been given.
That even if we once behaved in a certain way, it doesn’t define our identity — we can change.
And that change is within reach.
Because we all carry within us powerful qualities and resources, capable of moving everything.
Dedication.
Love.
Joy.
Commitment.
Depth.
Intuition.
Creativity to find new solutions.
The sense of responsibility we’ve always brought to what we do.
The curiosity that keeps us going.
Even just the fact that we’ve kept trying — despite rejection, despite disappointment.
But sometimes, we lose sight of all of that.
We forget it. Or we don’t know how to access it.
And in self-employment — where you need to be both the spark and the steady flame that fuels your vision — all these familial and social conditionings, combined with the lack of self-guidance tools, work strongly against us.
The good news is this: alongside the powerful qualities we already carry,
even our difficulties, failures, and unmet goals have something to say.
Each of them reveals what can be transformed in us, to make the next leap toward the future we desire.
In every “no,” in every failure, in every area where results aren’t coming — there’s the seed of a transformation waiting to be activated.
So whether through our gifts or through our struggles, we have the chance to create the future we truly want.
If you still don’t have clients who truly value you.
If you’re still not seen as the creative leader you are.
If you keep accepting underpaid work compared to your value.
If every project becomes a burden to manage —
then something within you is ready to be reprogrammed.
Something that can grow and shift — so that your outcomes can finally follow.