Personal Lesson from a

Great Designer, Dale Oden

Creator and Author: Mike Boatman

As I reflect on the incredible designers that I’ve worked with, Dale Oden is at the top of the list. His patience and generosity in giving his personal time to nurture young creative talent was amazing. ODEN Marketing and Advertising in Memphis Tennessee was founded by Dale Oden. In the early days of my photography career, Dale took time out of his day to teach me a valuable, life changing lesson. I applied this lesson in my career, and fifteen years later I had the honor and privilege of working with Dale.

4 x 5 transparency E6 | original un-touched scan

Let me tell you the story:
As a young photographer, I was a product of the Art Institute of Fort Lauderdale (AIFL). At that time AIFL‘s photography program was ranked third best in the US. I was number one in my class. One of my images won the annual photography contest as well as best of show in my senior year.

After leaving the Art Institute I made my way through Atlanta and ended up in Memphis, Tennessee, where I started my commercial advertising photography business in 1979. I’d been working in the Memphis area for approximately 2 years when I pitched my portfolio to Dale Oden. He told me to come back when I had more tear sheets.

A year later I called on Dale’s office again. I thought I would be meeting with Dale, but I was handed over to a young art director who reviewed my book. I felt that they were quite short and dismissive. I thought I had been disrespected and not given the courtesy I felt I was due. I sat on this for a few days, fuming. Finally, I gave Dale a call and told him that I’d been disrespected and treated un-courteously. Dale apologized for creating a situation that made me feel this way and invited me to come back and he would review my portfolio.

Dale and another gentleman greeted me and we moved into a common work area where Dale started reviewing my book. (A portfolio is commonly referred to as a “book of work” or “book”.) Dale did not say a single word during the review. He was looking through my photographs and sorting them into two piles. He didn’t ask me a single question as he continued to sort. I noticed the pattern about halfway through the 30-something photographs.

4 x 5 transparency E6 | original un-touched scan

It was amazing! Dale did not miss one image or make a single mistake, and this was not lost on me. His actions proved that Dale knew exactly what he was doing. I wasn’t sure why he was doing it, but he knew exactly what he was doing. After he sorted the two piles, he put them back in my portfolio case and invited me to come to his office. This was an act of compassion because the common area was populated with other designers.

In Dale’s office, he cut straight to the point. “Mr. Boatman, I separated your work into two piles. One pile is work that you did for your clients. The other pile is work that you did for yourself. Mr. Boatman, you are cheating your clients because you don’t know your craft. I feel you need to learn your craft and then come back.”

Wow! How can I argue? He was correct in the way that he sorted my work. I wasn’t sure what he saw at the time, but I knew he saw something I didn’t. I thanked Mr. Oden. Genuine thanks. Heartfelt thanks.  He showed me something to which my arrogance had blinded me. He demonstrated through actions, patience with my arrogance, generosity with his time, and a willingness to review my work again after I “learned my craft”.

Motivated by Dale Oden’s advice, that’s exactly what I did … learned my craft. I dedicated every weekend to learning one new thing about lighting and to be able to repeat it on demand. Once I had mastered each new technique, whatever was left of the weekend was mine. This was my practice for the next thirteen years.

Two years later I called Dale again and made an appointment to show him my book. I explained to Dale during this third portfolio review that because of his critique and advice early in my career, I had dedicated thirteen years to learning one new thing every weekend.

4 x 5 transparency E6 | original un-touched scan

After that meeting, I enjoyed doing assignments for ODEN marketing and advertising: Shoney’s annual report and photographing a few of Oden’s notorious Christmas Wine Bottle gifts. Dale not only taught me to study my craft, which is still part of my weekly task but to also be generous with my time educating and mentoring young talent, and to strive to be patient and understanding.

I moved away more than 10 years ago, I still think of Dale fondly and have great memories. Dale built an incredible agency that still going strong today. I know his values are deeply instilled in those who have followed in his footsteps.

As for me, I have clients from Atlanta, Georgia to San Diego, California and do ongoing work for an international corporation based in Phoenix, Arizona. I work with a host of interior designers from most of the southern states as well as numerous clients who are contractors and land developers constructing million-dollar and up projects.

If it hadn’t been for Dale Oden’s generous, honest and frank assessment in those early years, I honestly don’t think I would have achieved this level of expertise in my craft which enables me to do work for these incredible corporations. I will always be grateful.

Interior design by R Design, Kim Rice | Kansas City, Kansas