I recently looked at a commercial photograph for a brochure. There was a gap,a lack,an inability to really think about the goal of the photograph. To create a good shot obviously needs good technical skills as well as an ability to think creatively with the client and to plan how you are going to achieve your end product.
Of late I have had several people wanting me to quote a price without a meeting.
I think, No meeting. No thought. No excellence.