Meet Christina Force | Mentor and branding consultant to professional photographers

We had the good fortune of connecting with Christina Force and we’ve shared our conversation below.

Hi Christina, can you walk us through the thought-process of starting your business?
I’ve been a serial entrepreneur since I was young, so I think it’s something that I naturally do. I love coming up with ideas and solving problems and helping people, so this feeds into my process. I currently run 2 mentoring programmes- one is my own, and one is with a photographer, and we have an expression; ‘Ready, Fire. Aim’. I would say without exception that is how I have always begun any business I’ve launched. But there’s been an intuitive process every time:

1. Self questioning and always clarifying for myself on what I love doing.

This is always growing and changing, and is an ever moving feast. I often say “I have the best job in the world for me’, because I do! And if that changes, I do something about it, because I want to always do what I love.

2. Harnessing those superpowers to help people who need it, and seeing the gaps I could fill.

I have always found that by asking people what they need, and where their challenges are, I can hone in on the ways I can help them. And in doing so, I’ve always ended up being frighteningly busy very quickly, whatever the role.

3. Not being scared to take the leap, and committing to the goal.

As I said before- ‘Ready, Fire Aim.’

Publicly announcing, sharing and promoting as yet unmade offerings means I can’t get into a state of over perfectionism (a trait I grapple with) – I’m committed, like it or not.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

I’m pretty sure I am the only person in the world doing what I do, in the way I do it.

As a mentor to commercial photographers, I help them uncover and harness their ‘magic’.

I identify their best work, and help them attract better clients as a result of making more inspiring incredible personal work. It’s absolutely wonderful to watch their growth, not just in their careers, but to see the confidence and happiness which comes with understanding their authenticity is their secret weapon.

I started consulting one to one 10 years ago, helping photographers up-level and get a better quality audience in the advertising sector. As a response to photographers around the world asking me for help, I’ve been running online webinars and programmes for 8 years now.

I am based between New Zealand and UK, and as well as mentoring and running programmes, I travel around the world speaking and reviewing at various events, such as Palm Springs Photofest and Vivid Australia. This pivoted online during the pandemic. I’ve also been an IPA juror for the last 11 years, and enjoy the privilege of judging the best photography in the world.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I’d like to shout out to a Scottish photographer, Graham McCarter. He launched his career as the official photographer on the Rolling Stones World Tour in 1973, and went on to shoot iconic imagery now hanging in major art institutions. He moved to Sydney, Australia many years ago, and when I arrived in Sydney, and decided to move into the photography world, he saw my potential as an agent, and asked me to rep him. There were plenty of agents who would have loved the opportunity to represent such an iconic photographer, and he helped me see how I could connect my love of photography with my knowledge and connections in the advertising world. I think that changed my life, as everything I’ve done since has come from that decision.





Image Credits
Photo credits: Sara Orme Except the black and white one- this is Ollie Vale

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