The key to mastering a new skill isn’t talent or striving for perfection—it’s repetition. Photographer Jerry Uelsmann wanted a powerful way to demonstrate this to his students, showing them firsthand how repetition outperforms perfection when learning a craft. 

In this week’s issue, I share Jerry’s university experiment along with:

• 3 storytelling lessons to help sharpen your message

• Scientific proof that repetition strengthens your skills

• A video on how decades of dedication to a craft creates world-class mastery

Enjoy the read—then go tell your story again... and again. LG

THE FOUNDER PARABLE: The Path of a 1,000 photos

In the 1960s, Jerry Uelsmann, a professor at the University of Florida, divided his photography students into two groups at the start of the semester.

The first group was instructed to spend the entire term working on a single, perfect photograph. Their grade would be based solely on the quality of that one image.

The second group was told to take as many photographs as possible. Their grade would be determined by the total number of photos they produced—100 photos for an A, 90 for a B, 80 for a C, and so on.

At the end of the semester, Uelsmann was surprised to discover that the best photos had all come from the quantity group. While the quality group spent their time theorizing about the perfect shot, the quantity group was out shooting—experimenting with composition, lighting, and technique. Through trial and error, they refined their craft.

Meanwhile, the quality group, fixated on perfection, had little to show for their efforts. Many had overanalyzed, hesitated, or second-guessed their work.

Their final images, though carefully planned, lacked the depth and skill that came naturally to those who had simply taken more photos.

As Uelsmann reviewed the results, he turned to his students with a knowing smile. "Mastery is not achieved by thinking about perfection," he said. "It is built through repetition, mistakes, and learning along the way."

So, too, in life—great work is not the result of waiting for the perfect moment but of taking imperfect action again and again until mastery emerges.

Reference & Origins of the Story

I first came across this story online as a pottery parable, often shared as a lesson on the power of repetition. It resonated deeply, but I wanted to dig deeper to find its true origins.

That search led me to the book “Art & Fear” by David Bayles and Ted Orland, who originally wrote about a ceramics class—only to later reveal that the real experiment came from photographer Jerry Uelsmann at the University of Florida.

While the pottery version may feel more poetic, I chose to stick with the actual experiment, adding some creative license to bring home the point. Whether you're taking a photograph, making pottery, or telling your story, repetition is the path to mastery. 

Storytelling Lesson: Repetition > Perfection

The Photography Parable proves one thing: repetition beats perfection. Jerry Uelsmann’s improved by taking action, learning from mistakes, and refining their craft.  

The same applies to storytelling. Your founder story isn’t perfected in one attempt—it evolves through repetition. Whether pitching investors, writing content, or speaking publicly, the more you do it, the better you get. Here’s how repetition sharpens storytelling:  

1. Repetition is How You Improve

   The students who took hundreds of photos improved more than those who planned a single perfect shot. Their constant output helped them test, adjust, and refine.  Storytelling works the same way. 
   
   Share your story often. If you only craft your story once, it won’t improve. But telling it repeatedly—on social media, in pitches, and in conversations—lets you see what resonates, what’s unnecessary, and how to sharpen your message. Bottom line: The more you tell it, the stronger it gets.  
   

2. Creating a Process Helps You Get Better & Faster

   The quantity group didn’t just improve; they got faster. Each photo taught them something, naturally building a workflow—adjusting settings, composing shots, and making decisions without overthinking.  

   
   As you start telling your story, create a process or system for it. Use templates, outlines, or a daily habit to make it easier.  When you develop a system—whether writing daily, recording videos weekly, or rehearsing pitches—you remove friction and build confidence. What once took hours now take minutes.  
   

3. Honing the Process is How You Master the Skill  

   By the semester’s end, the best photographers weren’t those fixated on perfection but those who refined their process through repetition. The first time you tell your story it will feel clunky and unnatural, but if you keep refining, your story will connect, inspire, and drive action.

The best founders don’t wait for the perfect story—they test, adjust, and repeat. Over time, storytelling becomes second nature because of repetition.  

Fun Fact: Repetition Wins

Research on sports performance (Macnamara, Hambrick, & Oswald) shows that deliberate practice accounts for 18% of an athlete’s success—almost 1/5 of the difference between good and great players.

The same principle applies to storytelling. Founders who refine their pitch, test messaging, and share their story repeatedly gain confidence and clarity. Just like in sports, purposeful repetition leads to mastery. The more you practice, the sharper your story becomes.

Bottom line - Keep telling your story—each time, it gets stronger.

Video to Watch:

This week’s featured video, Ernest Wright Scissors Workshop Tour and Interview, offers a rare glimpse into the world of master scissor-makers in Sheffield. These artisans, known as "putters," have perfected their craft through years of hands-on repetition, shaping, grinding, and assembling each pair of scissors with unmatched precision. I love how the story highlights how doing something over and over—not chasing perfection in a single attempt—leads to world-class expertise.

Mastery isn’t about theory; it’s about showing up, practicing relentlessly, and refining your skill until excellence becomes second nature – just like telling your story will be for you.

SOFE Issue #021 - The 1,000 Photo Rule: A Lesson for Every Founder

Want to Learn More about Founder Storytelling?

Follow Storytelling for Entrepreneurs here:

YouTube – Instagram – Facebook - TikTok 

Forward this message to someone who would enjoy it

Join thousands of monthly readers to get exclusive content, private Q&As, giveaways, and more. No spam, ever. Just great stuff.