• Bill Leontaritis


With anything you do in life - you need to start with ‘why’.

Why do you do what you do?

Whether you’re an artist, an entrepreneur or anything in between

you need to know the ‘why’ behind what you do.

Answering this question is tougher than it seems and takes a bit of thought.

The reason this task is difficult is because we’re trying to describe a feeling,

a gut feeling, for something that feels right.

Photography was one of those gut feelings for me.

At first I took every opportunity I could capturing people, places, spaces and everything in between. I even took on some food photography assignments for several world renowned chefs in the first years of my career.

They were tremendous work and life experiences.

I learned so much with respect to photographic technique, met some incredible people and developed some great friendships.

With each passing experience, my ‘why' slowly started to form - it started becoming clearer.

Instead of saying ‘yes’ to every opportunity, I started saying ‘no’.

I said no to photography that didn’t inspire myself or others

I said no to photography that didn’t allow me to express what I was all about.

Capturing incredible people, stories and moments at the Dale Ministries in South Parkdale, Toronto for our joint photo documentary - 'Hope in Progress'.
'Hope in Progress' - Second Harvest Documentary

I said no to photography that could be done by anyone.

And then… there was no clear cut answer.

I wasn’t any closer, I thought, to the holy grail of my search for meaningful photography.

I knew what I didn’t want to do, which was a big step, but I was still a bit lost.

I brainstormed, I wrote things down, I read books, I meditated, I thought I had done it all and still - no real answer.

But I did have this feeling, that I couldn’t really pin down.

I complained to friends and my wife about what I disliked about the world of photography today, what it lacked and what it needed.

I was getting closer.

I read a book by Simon Sinek called ‘Start with Why’. It helped me put words to those ‘gut’ feelings. It helped me identify my ‘why’.

It helped me realize that I wanted to be of service.

I wanted to capture the stories of people in a longer form of photography.

I wanted my images to be a body of work, not just a single pretty picture.

I wanted my images to stop people for a second or two in this busy world.

I wanted my images to make people pause, reflect and react.

I wanted my images to move people.

I wanted my images to tell a story.

My why was finally taking shape.

I wanted my images to capture and tell the story of inspiring individuals, so that others may be inspired to find, develop and pursue their passion.

By finding my ‘why’, I could translate who I was directly into my work.

Today, we work with individuals and organizations who are interested in what we do but more so - why we do it.

We work with individuals and organizations that have a similar ‘why’.

Finding our ‘why’ has helped us work with incredibly inspiring people who drive us to be better photographers than we were yesterday.

Finding our ‘why’ has helped us become increasingly creative with our photography.

Most importantly, finding our ‘why’ has allowed us to collaborate with inspiring people to produce work that we would have never been able to have done ourselves.

Finding our ‘why’ has given us clarity and purpose in everything we do.

It has allowed us to express ourselves through the art of photography and capture people and stories that inspire us.

Finding our ‘why' has allowed us to be who we are without reservation.

It’s an incredible feeling.

Start with ‘why’.

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