Mike Markkula, one of Apple’s earliest investors and marketing minds, once said, “People DO judge a book by its cover.” And let’s be honest—he was absolutely right. First impressions matter, whether it’s in business, branding, or, in our world, golf course photography.
Working with Lee Clow at TBWA\Chiat\Day and especially on the Apple account as an art director was like getting a front-row seat to creative genius—and an intense crash course in perfectionism. Every ad, every campaign, every tiny design element mattered because Steve Jobs obsessed over all of it. He didn’t just want ads that looked good; he wanted ads that felt right—ads that told a story, evoked emotion, and made you feel something. We’d tweak things over and over, searching for that perfect balance of simplicity and impact. It was never just about selling computers; it was about crafting a brand people connected with. And honestly? That level of obsession is something I still carry into my photography today.
Think about it. When a potential member or guest is researching clubs online, what’s the first thing they see? Photos. Not the history of the course, not the greenskeeper’s dedication to perfection, not the five-star service—just the images. And if those images don’t instantly communicate the quality, beauty, and experience of your club, they might move on to the next option.
Wine Valley Golf Club in Walla Walla, Washington.
A great golf course is more than just grass and bunkers; it’s an experience, a lifestyle, a place where people want to belong. But if your photography is outdated, uninspired, or—let’s just say it—bad, then you’re not showing your club in the best light (literally and figuratively).
Bandon Dunes Resort Pacific Dunes 4th hole in Bandon, Oregon.
Fresh, high-quality images capture the magic of your course in the right light, right angles, and right conditions. They show off those pristine fairways, the golden hour glow over the greens, and the small details that make your club unique. They make people want to play there, host events, and, most importantly, join.
So yes, people do judge a book by its cover. And they’re judging your golf club the same way. The question is—are you giving them something worth looking at?
Bill Hornstein, Professional Golf Course Photographer | www.billhornstein.com