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Last Update: Thursday July 29, 2021

Key Idea: Land Famous Customers

Rosa Parks was just one of Monica's famous customers.

Key Question:


When prospects can look at your client list and see names they can visualize and identify with positively then your chances of winning the new business increases.

Where does one begin to find famous customers?

A: Monica has two types of famous customers. She has big companies like Anheuser-Busch and she has individual celebrities.

Michael Jones, an executive with the Anheuser-Busch Company told us that companies like his look for quality small businesses to hire. What he didn't say is that many big firms even a specific goal to hire a specific number of small business owners and it helps if you are a member of some type of minority group.

We can all imagine that it took Monica's bold spirit to win some of the Hollywood and Motown types.

To land big corporate and individual "brands" takes a minimum of three steps:

1. Earn the right by being the best at what you do.

2. Determine who you know who would know the person who knows the decision maker you need to know.

3. Start small and work you way up.

Think about it

What famous person would you like to have as a customer?  Are there famous people in your niche that you would like to win?

Clip from: Monica Morgan Photography

Detroit:  Meet Monica Morgan.   She took a calculated risk and it paid off. And, then she got serious about running a business.

In this episode of the show you can learn many lessons about sole proprietorships, risk-taking, sharing, mentoring, being mentored, and chutzpah (even temerity).  Today, Monica runs a full-service photography studio and is at the top of her game. She is a photojournalist who contributes to Newsweek, Jet, the Detroiter and the Associated Press. Rosa Parks first commissioned Monica to do the cover for her bestseller, Quiet Strength, then she became Rosa's photographer.

We all ask, "How can I get to the top of my profession?" Monica has done it.  Mix one part courage (heart, the muscle) with two parts intelligence (brains, that deep knowledge of your profession) and three parts tenacity (personal will), and then, constantly reinvent the formula. Magic begins to happen.

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Monica Morgan Photography

Monica Morgan, Founder

500 River Place Drive
Suite 5109
Detroit, MI 48207

Visit our web site:

Office: 313-259-7005

Business Classification:

Year Founded: 1990

Land Famous Customers

HATTIE: (Voiceover) In 1996, the Small Business Development Centers of Michigan recognized Monica as one of Michigan's best small businesses. In watching Monica work, I learned much, but listening to her, I learned why she impressed me so much.

MONICA: Because I am a person that I work 24 hours, 7 days a week, and you can't always expect that of other people. And as I've gotten older and I've been in business for a while, I've learned that. But I've always been a person who have always--you know, I always give more. I mean, I can stay up late at night to get the job done.

(Voiceover) Rosa Parks, the little woman who started a big movement, chose Monica to be her official photographer. While famous names fill Monica's client list, there is none more important than Rosa Parks.

HATTIE: By doing the South Africa event, you did it out of passion, you wanted to go to be a part of history, record history, but what you got back from it was people saw you completely different than what--you were the little hometown girl before, and now you're, as you said, international. What can we as small business owners learn from that? Well, we can learn that we can change the way people see us.

MONICA: Exactly.

HATTIE: You've done that.

MONICA: And I've been going back to Africa every year since, and someone else has paid for it. I'm on my way to Sudan, so, you know, the sky is the limit. You just have to believe and you have to stay strong, because a lot of times, you know, you just feel like you're so alone. No matter how many people are around you, you still feel alone because you know that ultimately, it's going to rest with you, whether you stay in business or go out of business.

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