My secret is to put every idea into words, everything that pops into my mind, every scenario, everything. And whenever have a new assignment I try to make my idea fit into the brief that I receive. When this works, then I'm able to get a picture that perfectly matches my idea.
What I learned from Helmut Newton is that any image can be extracted from a more articulate work, yet it must contain a whole story in itself. The first time that I saw his work I realized that he could tell a complete story within a single picture, a story that the observer can then develop. Photography is a gateway to imagination. I think that the best photographers are those that are able to stimulate your imagination within a single picture, and not within a full series.