Build a shot list around where images will be used

Plan crops, formats and priorities before shoot day.

Start with the commercial decision

Before choosing channels or deliverables, define the action that matters and what a good outcome is worth. That turns a vague brief into a testable one.

Remove work that cannot explain itself

Every page, campaign or asset should have a clear job. If the team cannot explain that job in plain English, it is not ready to produce.

Review evidence, then choose the next move

Reporting should change a decision. Record what happened, what it means and the single most useful next action, without hiding behind a dashboard.