Are you still following your why?

Lately, I've been asking myself this question over and over: Am I still following my why? Not the surface-level version. Not the Instagram bio kind. The real one. The one that makes your heart beat louder. The one that made you pick up a camera in the first place.

And if I’m honest? I wasn’t sure.

Somewhere between invoices and algorithms and playing the game, I started to drift. I kept shooting. Kept delivering. Kept building. But the fire? It flickered.

Then last week, I photographed an elopement in Copenhagen. Just two humans, deeply in love. A gay couple with powerful careers and even more powerful presence. Private. Intentional. They might never share a single photo from that day. And you know what? I'm totally okay with that.

Because what happened between us—the trust, the appreciation, the way they told me they felt seen and safe through my lens—reminded me exactly why I do this.

It reminded me that photography isn’t about being seen. It’s about seeing.

And when I’m truly following my why? I feel it in my body. A deep sense of peace. Like I’m exactly where I need to be.

When I’m not? I overthink. I doubt. I chase numbers. I forget to breathe. Creativity suffers.

So I’m writing this to ask you what I asked myself:

Are you still following your why?

Not the version that books more gigs. Not the one that fits into a content plan. Not the one that sounds good on a podcast.

The real one.

The one that's raw and rebellious and maybe even inconvenient. The one that doesn't need to be posted to matter. The one that still makes your heart race.

If you haven’t asked yourself that question lately, now’s the time.

Your why is your edge. Your compass. And it can’t be taken from you.

So take the walk. Sit in the quiet. Let the truth rise.

Not for the algorithm. Not for the followers. For you.

And if you’re already in it—living and breathing your why? Keep going. We need that kind of work in the world.

This is the start of something deeper. Over the next few weeks, I’ll share the messy, beautiful process of finding your why—and help you reconnect with yours.

More soon.

Hugs,
Björn