An Interview With Frank Capri

In order to get a better grasp on the importance of, and certain approaches to, negotiation, I had the pleasure of getting Frank Capri’s opinion on the matter. Frank is a well-known, fashion photographer who’s had a lucrative career since the early ‘80s and been seen in global publications. In addition to this, he is an accomplished writer, and currently producing his first documentary film - a biographical piece about the Vietnam War and Frank’s struggle as a conscientious objector. He currently resides in New York, and in his free time he enjoys studying theoretical astrophysics, attending movies, and spending time with his wonderful 11-year-old son Neil.

I had the pleasure of working with Frank as his assistant, film office manager, and part-time babysitter to Neil, from January to April of this year. He is a man who truly knows himself, what he wants, and the boundaries that he is comfortable with in achieving his goals. The biggest thing I noticed about working with Frank was that he was very stern in his beliefs and the things he knew to be true, but was very open minded with his negotiations, wanting things to be comfortable for both parties. I knew having a more in-depth look into his ideals on appropriate negotiation skills would be invaluable.

If you would like to know more about Frank and his body of work please visit http://frankcapri.com/

Amanda: When you are trying to negotiate a deal, do you find that using objective criteria (factual numbers, prices, statistics, etc.) is a useful tool that helps sway potential clients or partners, since they are faced with more than just your opinion?

Frank: Yes, I feel factual numbers, such as specific prices are both useful and fair to potential clients.  When I use objective criteria, I don't do it so much to sway them, I do it for ethical reasons, which turn out to be practical. For example, by giving out factual numbers and prices ahead of time, the potential client gains more confidence in taking the risk of the investment, and they show more trust in me, which is invaluable for our collaboration.

Amanda: Do you find that working from the angle of positional bargaining or mutual benefit has yielded better results for you when trying to negotiate? Does it simply depend on the other person and what you feel is best for the situation, or do you always try to make the negotiation yield mutual benefit?

Frank: I like the approach of keeping an open mind.  I tell my interns, as well as my son, Neil, that there is "no no" - only "yes" or "maybe."  The goal is not domination; it's reconciliation (a "win-win" situation).  Whether it’s in business or in a personal relationship, my goal is to make the situation mutually beneficial.  I come into a business collaboration with a plan, but then I plan to be surprised.  I adapt.  I'm always seeking the middle, between planning too much and not planning enough.  Having no position or plan, to me, is like being in a rowboat without oars.  And the danger of over planning is that you try to force a square peg into a round hole.  Again, I favor the balanced approach - plan, but plan to be surprised.

Amanda: A BATNA, or better alternative to a negotiated agreement, has been called one of the most important concepts in negotiation theory. When you are talking to potential investors or clients, do you believe your BATNA is simply moving on and finding the next person? – While working for you, I know our plan of action was marking people off the list and moving on until we found the appropriate investor who saw the potential in the film.

Frank: I trust my instincts, and if my instincts tell me that I'm dealing with more negativity than I'm comfortable with, I end the negotiation with that individual in a considerate manner.  If the negativity is very strong in the early stages of negotiation, I've found that in the vast majority of times, things go from bad to worse, that it doesn't pay to invest more and more time and energy into a draining situation. Therefore, I cut things off, and never go to war with negative individuals.  I like keeping the peace (inner peace and peace with others) and moving on.  All my actions stem from positive energy.  I realize that many force themselves to negotiate with extremely negative people and accept extremely negative situations in order to gain a stronger foothold in business.  That is clearly not my path. I would rather cut my profits than cut my sense of well being.

Amanda: Do you ever feel like changing your main goal would be an acceptable solution to a negotiation or deal being turned down?

Frank: It depends on how important my main goal is to me during that particular negotiation.  One of my main goals as a photographer was to get published in prominent magazines, but when the means to that violated my ethics, I dropped my main goal.  For example, two of the most lucrative commercial clients I had the opportunity to work with were cigarette and fur companies.  However, I felt so strongly against promoting smoking and/or the killing of animals for fashion, that I declined the high-paying work and the chance to have consistent national ads run in high-profile magazines with my photo credit alongside the images.  When there is not an ethical conflict, however, I will talk out the possibility of dropping or modifying my main goal.

Amanda: How important would you say self-confidence is in being able to appropriately communicate to, and negotiate with, clients and potential business partners?

Frank: Self-confidence, in my opinion, is a vital part of success and negotiating skill.  One of my photo subjects was Donald Trump and I remember hearing him say that he very rarely met a successful person who lacked self-confidence.  Some of the key elements that build self-confidence are following one's passion; mastering one's craft; staying positive and persistent; and developing the habit of turning adversities (which we ALL experience) into advantages. Once you develop self-confidence, you increase your power of negotiation, and you tend to enjoy life more.  Self-confidence affects the way you view yourself, the way you treat others, and the way you view life.  It's a form of positive energy that attracts success, career success as well as inner success.