Do you ask your client the right question? Michael Schwarz tells us his thoughts on this question.

Nikon D5, Sigma 35mm ƒ/1.4 DG Art, ISO 2500, ƒ/3.5, 1/100

Michael Schwarz said a mouthful in just a couple minutes during our FOCUS panel discussion.

When he was new in the profession he asked clients, "What do you want me to do?" Later he would discover that wasn't the right question.

Listen to Michael explain this evolution in his career.


"What are you trying to accomplish with this project? or Why are you hiring me?" is the better question. Which often is met with, "I don't know, let me get back to you with an answer."

While the client had a shot list the better question helped to focus all the content and also gives Michael ideas on how to pitch some of the solutions he can deliver.

So what question do you ask your client?