I went to the David McCullough Seminar last night and loved it. David is articulate, knowledgable and a great photographer, not a bad combination for a lecturer. I learned some great techniques and exercises to come up with innovative ideas for photography assignments. We even talked for 45min after the seminar. I could listen to him for hours on end.
One of the things I learned from David is how to approach an assignment you have no idea how to do. One is always say 'yes' to the client. Then do a ton of research, and do a test shoot to figure out the major issues if you have time. Also, find an assistant that is quite experienced with these types of assignments. Offer him some money to give you all the info needed to land the job: buzz words, types of lighting, props, what to say to client, what to look out for... Tell the assistant you will hire him if you land the job. Plus if he makes sures all goes well during the shoot, then gets a bonus. This tactic has apparently worked well for David for those occasional times when he came across a job without any prior experience.
I would love it if David could come and do a lecture/presentation in our Marketing class. He has so much valuable information to share.
To see some of his work, go here: http://www.mcculloughphoto.com/