What's your why?
Do you really understand it?
It's been a busy week with quite a few work shoots, and I haven’t been as active on the creative side. Actually, that’s not entirely true—I have been trying, but it feels like nothing is really coming together. I’ve got plenty of ideas, but most of them require a studio space or more room than I currently have. I’ve set up a small area in the spare room of our rental, and while it works for smaller projects, it’s not enough for some of the bigger ideas I have in mind.
But I’m not discouraged. After last week’s post, I took some time to look inward instead of outward, and realised it was time to get really clear about what I want to achieve with my photography. I’m not just talking about specific shots—that’s always going to be unique to each session and time. I mean understanding what drives me in my work and personal life. I’m talking about finding my "why."
If you’re familiar with Simon Sinek, you know he’s great on this topic. His book Start With Why opened my eyes to concepts that have been helping me, and I hope they can help you, too. One idea that stood out to me was the "Golden Circle," which I had never heard of before. It’s a fantastic framework for understanding where you’re currently taking action from
The Golden Circle explains how individuals and organisations operate, both personally and professionally. Simon Sinek uses Apple as an example: a company with a cult following and long lines for new releases. They’re market leaders, innovators, and one of the most recognised brands worldwide. Why? Because they operate from the inside out. Apple doesn’t just tell us what they do or how they do it—they tell us why they do it. And that’s what inspires people.
Applying this concept to myself, I realise I need to go beyond just paraphrasing Sinek's work and figure out my own "why." I’m a photographer—I take photos for both work and art.
What: I’m a photographer.
How: I capture moments through my perspective, using cameras, lenses, and light.
Why: This is where I’m still uncertain, and why I’m diving deeper into this topic. I used to think my "why" was about documenting events, places, and culture. But the more I explore, the less clear it becomes—and that’s okay. It’s all part of the process.
I want to succeed and feel aligned with my purpose. While I know I can take a great photo and produce strong commercial work, it doesn’t yet feel 100% connected to my "why." If it were, I’d see that alignment in the results—whether it’s in creating prints or expanding my commercial projects. Things are progressing, but I still haven’t fully grasped my core motivation.
Finding your "why" isn’t easy. It requires repetition and introspection. When someone is truly connected to their "why," it’s unmistakable—you can see it and feel it. I’ve witnessed this firsthand, whether at a lecture that moved me to tears or a concert where the artist held the entire audience in their grip. I know what it feels like to see someone fully in tune with their "why," and I’m trying to find that place in my own work.
To those who may not see the significance of this, that’s completely okay. But for anyone in a similar position, I’ll say this: the world needs more people who are operating from within their "why." That’s how we inspire and move others. Think about any major event in the last 100 years—chances are, it was sparked by someone who acted from their true purpose. When we operate from our "why," we work from the inside out of the Golden Circle. We share our "why," which leads to the "how" and then the "what." That’s where inspiration happens, because when we see people or brands aligned with their own "why," it resonates within us.
It’s not a coincidence that the biggest brands in the world focus on "why" first. When you think of brands from 10 years ago, many followed a different approach. They would start with "what," then "how," and finally "why"—if they even got there. This approach is one of the reasons many of them faded away. We didn’t connect with their "why," and we weren’t inspired by them or what they were doing. Take Blockbuster, for example. They failed to recognise the potential of the internet and streaming, believing that people would continue renting movies in-store. As streaming surged and DVD sales dropped, Blockbuster struggled to rent DVDs for less than their sale price, leading to a massive collapse and nearly a billion dollars in debt. They operated from the outside in, not the inside out.
Bringing it back to myself, it’s not about being a multi-billion-dollar company. When I first started taking photos, I’d go out at sunrise and sunset, explore new places, and aim for beautiful prints. I took many “great photos” and still remember that feeling when you know you’ve nailed the shot. I can almost recall every frame I’ve captured that gave me that special feeling. So, is that where my "why" is? Is it in those moments when I capture something that truly resonates with me? It’s good food for thought as I continue exploring and trying to define my "why."
For now, I’ll leave it here, as I’m still in the process of figuring this out. Until next week, I’ll share some new and old frames that gave me "that" feeling. In the meantime, here’s a question for you: Do you know your "why?"
