I grew up in the arts and spent years studying classical oil painting. Before starting a painting I would go through magazines, artwork and photographs looking for the one image worth dozens of hours of work. I did not know it then, but that search was training my eye to notice why one picture stops me and another does not.
Photography became the medium later, and the habit stayed. I bring the same judgment to companies: what already works, what is weakening the impression and what the business could look like at its best. On some engagements that reaches past the camera into site structure and copy.
The same attention goes into photographing people. A natural expression cannot be produced on command, so I pay attention to the person in front of me, give them something real to react to and photograph the moment it appears.
You do not have to know how to look natural. That is my job.