Story & Lesson Highlights with Roger DiFiore of Southeast Tucson

Roger DiFiore shared their story and experiences with us recently and you can find our conversation below.

Good morning Roger, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What is something outside of work that is bringing you joy lately?
I’ve been building a new website, FOCUS Photography School, and with the help of ChatGPT I’m creating things I never thought I could — saving thousands of dollars and having a lot of fun along the way.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Roger DiFiore, owner of FOCUS Photography School, and Evoto AI Development Consultant. We’re launching soon with structured online courses, lessons, and workshops covering all aspects of photography, along with clear step-by-step learning for using Evoto AI. Students can pick up where they left off, resume anytime, and learn at their own pace, just like a real school designed for photographers everywhere.

Great, so let’s dive into your journey a bit more. What breaks the bonds between people—and what restores them?
Bonds break when people get out of focus with each other, when they stop paying attention. They’re restored the same way a picture is. You adjust, refocus, bring back the detail, and remember what really matters.

When did you last change your mind about something important?
I was eight or nine with my first clock radio. I opened it up while it was still plugged in and almost zapped myself into next week. Ever since then, I unplug things before I take them apart.

Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
I’ve run my own business since I was 16, so I learned to mirror people. Not to fake it, to make them comfortable. If they curse, I probably do, if they don’t, I don’t. My girlfriend could tell who I’d just talked to by how I sounded when I hung up. After years of that, it isn’t an act. So yes, the public me is real, it’s just tuned for the room.

Okay, we’ve made it essentially to the end. One last question before you go. If you knew you had 10 years left, what would you stop doing immediately?
I just had one of those doctor visits where they say, ‘See you in 10 years.’ I’m 63, and I tilted my head and said, ‘Maybe.’ I’ve smoked my whole life, and people have told me to quit. I think about it. I also think about a friend who lived super healthy and hated it, so he could be there for his kids. I joked he’d be mad if he died young. A week later, he did. So if I only had 10 years left, I’d keep pondering whether to quit or not, and in the meantime, I’d try to enjoy the time I’ve got.

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