How to battle boring … even without a budget

Mark Schaefer
4 min readJun 24, 2024

I’m working on a new book and studying inspiring examples of creative excellence. This topic is timely because we certainly have an epidemic of dullness in the world, and AI isn’t making it any better!

Early in my career, I learned a powerful lesson on how to battle boredom that changed my professional life forever. I hope this story will inspire you too.

How to battle boring

I began my career in corporate communications and had the amazing opportunity to have my own little company magazine. I did everything — writing, editing, design, and photography.

This dates me (painfully), but at this time in my career, a photographer still had to worry about f-stops and film speed. Digital wasn’t a thing-not even close. So, I needed to learn the craft.

I signed up for a weekend class with a master photographer who specialized in the type of corporate photography that was part of my job. He assembled a class of ten students in adjoining suites in a Dallas hotel, and this is where I learned how to battle boring forever.

The first day of class covered the basics of composition and lighting. The second day pushed us to put these lessons into action. The class was divided into two and we were challenged to create photographs that would make the other team laugh, ask questions, or feel curious.

Using Polaroid cameras to create our art on the spot, we were instructed to only use what we…

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Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!