Many dream of becoming a standalone photographic artist. They hone their photographic skills, dreaming of the creative integrity and freedom they will be able to uphold once they are their own boss. Then they take the plunge, go it alone and found their own studio or freelance business, only to have it fold simply because they lacked the business know-how. Being both a photographer and a business woman Nordstrom pulls off a rare feat, explaining business concepts to photographers without patronising.