What Canon's Bad Move Taught Me

I'm not a fan of Canon's recent decision to ban some third-party manufacturers from selling RF mount lenses. It's a smart short-term financial decision, but the long run is a different story.

Because of this decision, I invested in a Sigma lens (24-70mm and adaptor), and while the adaptor is one more piece of gear to lug around, I'd rather vote with my dollar. I don't support Canon's decision. Then, this week, I purchased another Sigma lens (35mm prime) instead of a Canon lens. 

Maybe it won't make a dent in Canon's bank account, but that's two lenses sold that should have gone to Canon. I did it because I remember what younger Walid needed. I relied on third-party lenses because purchasing native lenses was out of budget, but I still needed to get the job done. Once I was able to afford more, I bought a small handful of lenses from Canon. 

I was a loyal Canon user. I paused on buying another camera after my 5D Mark II purchase. I ran that camera into the ground with multiple repairs because I did not want to jump brands like many others! I did not feel anything sold by Canon for a number of years was worth the purchase, but I still stayed with the brand, counting on camera repairs to get me through.

Then, they released the R6 and I was impressed, felt it was worthy of making the purchase. My R6 needed lenses and my only option was the expensive selections from Canon because they won't allow other brands to create RF mount lenses. 

They'll cash in, but in the long run, they lost a lot of brand loyalty. That's the biggest price tag. Here is how we can learn from Canon's decision as small business.

Here Is How Canon’s Decision Will Help You Do Better

  • Canon customers have some options. Our clients have substantially more options, and behaving like Canon won't win any new clients. It's always important to remind yourself that clients have other options. They will go with the businesses who made them feel valued. Do you help your clients feel valued and appreciated?
     
  • The market will make or break your business! If you treat your clients like they have no value, then the market will find another king of the hill (or queen)! As photographers, it's important to remind ourselves that ultimately the market will decide who wins. Canon's move is great for the short term, but in the long run it pushes new photographers to other competing brands. You and I may not have the luxury of waiting for the long run. Never feel entitled to anyone's business. We should be thankful and practice gratitude in our daily business happenings. 
     
  • Canon's move is pretty much "buy our lenses, and that's your only option" That doesn't sit well with me. When I started photography, the 3rd party lenses helped me! And when I was able to buy native Canon lenses, I did and Canon benefited from that. When you give your clients the "this way or the highway" treatment, they'll take the highway almost every single time. Always give your clients multiple options, never corner them. 
     
  • Younger me needed third-party lenses to learn and develop my photography business. Today's new photographer may not jump on Canon gear because of this limitation. They'll start with Sony or someone else and build brand loyalty over there. The lesson for photographers: don't ignore the people who are new to the market but have small budgets. Treat them well, give them options, and allow them to have a small sample of your work! If you treat them well, they'll build with you. 
     
  • Yes, they're making more money by forcing Canon lens sales, but it's leaving a bad taste with much of the community. I doubt I'm the only spiteful person who bought a Sigma lens. By now, we've read countless articles about Canon's decision. It clearly struck a nerve with the photography community! There's a lesson here: bad news travels fast, far, and wide. Treat your clients like gold. They could go elsewhere, but they choose to support you. It seems Canon forgot that, but it can serve as a lesson for you and me. 
Walid Azami's picture

Walid Azami is a Photographer/Director and creative consultant from Los Angeles. He got his start working with Madonna + Co by contributing to her many projects. It was then he realized his place in the creative world & began teaching himself photography. He has since shot Kanye, Mariah Carey, Usher, Bernie Sanders, JLO, amongst others

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