Peter McKinnon: It's Not About the Gear, It’s About the Story

Peter McKinnon is the reason I’m doing what I do today. That might sound like a bold statement, but it’s true, and I think it resonates with many others who’ve come across his work. Peter, for those unfamiliar, is a Toronto-based photographer who made his name on YouTube, and now, he’s one of the most influential photographers in the world.

But this isn’t just about photography—it’s about how Peter’s content sparked something in me that set the course for a creative and professional journey I never saw coming.

The Moment It All Changed

Let’s rewind to 2017. My wife and I had just gotten married, and like most couples, we hired a photographer for our wedding. If she happens to read this, I apologize in advance, but I wasn’t thrilled with the results. At the time, I knew next to nothing about photography. I knew that wedding photos were important, that they were expensive, and that I liked snapping photos here and there. But beyond that? I was clueless.

When we got the photos back, I was disappointed. The day had been beautiful—sunshine, a garden setting—but the photos were edited to look dark and stormy. I wanted to edit them myself, but the photographer had full rights to the images. After a few polite requests to edit them myself were denied, I thought, "Screw it, I’ll learn to do it myself."

And that’s when I discovered Peter McKinnon’s YouTube channel.

Peter was exactly what I needed at that moment. His tutorials weren’t just educational—they were engaging. He made photography approachable, breaking down complex editing techniques and camera settings into something anyone could understand. Watching Peter’s videos wasn’t like watching a teacher lecture; it was like learning from a friend who was genuinely excited about the craft.

Before I knew it, I was hooked. Photography, which started as a way to fix my wedding photos, quickly turned into a passion. A year later, I was taking photos on my phone during a trip to Door County, Wisconsin, and that’s when it hit me: I wanted to take this seriously. So, I bought my first “real” camera, a Canon 70D, and dove headfirst into learning everything I could about photography.

Around the same time, I started frequenting a local cigar shop in Delafield, Wisconsin. I’d been going there for years, but now I started taking photos of the cigars I was smoking, capturing the intricate designs on the cigar bands. One thing led to another, and soon the shop owner was asking me to take photos for their social media.

That’s when I realized this wasn’t just a hobby anymore. Photography had become a part of my identity, and it opened doors I hadn’t expected. What started as editing some disappointing wedding photos turned into running a cigar magazine and building a network of connections that continue to shape my career today.

What Peter McKinnon did for me—and countless others—was more than just teaching the mechanics of photography. He reignited a passion for learning and creativity at a time when I needed it most. His videos weren’t just tutorials; they were solutions to real problems. He had this unique ability to break down complicated topics, making them digestible without dumbing them down.

And it wasn’t just his knowledge that kept me coming back. Peter brought energy and personality to his content. He wasn’t some stuffy photography instructor rattling off technical jargon—he was full of life, tossing in magic tricks, talking about his favorite band (Angels & Airwaves), and showing genuine excitement for the art of photography.

Building a Brand from Passion

Watching Peter’s career evolve has been wild. When I first discovered his content, he was just a guy making videos from his home office. Then, he released The Bucket Shot, a short film that resonated with creatives around the world. In it, Peter didn’t just take a photo of a frozen lake—he shared the entire journey and emotion behind capturing that moment. He showed that photography isn’t just about pressing a button; it’s about the process, the story, and the experiences leading up to that shot.

Since then, Peter’s become a global ambassador for Canon, traveled the world, and captured some of the most iconic images out there—including the famous Red Bull eclipse photo. He even released a follow-up to The Bucket Shot, reminding us once again of the power of storytelling in photography.

The Business Lesson We Can All Learn

So why am I talking about Peter McKinnon in a business-focused newsletter? Because there’s a crucial lesson here for all of us, regardless of our industry: solve the problems your audience has, and do it with passion.

Peter didn’t just create content for the sake of it. He thought about what he wished he had when he was learning photography and created those resources for others. He focused on specific, real-world problems and provided solutions. And that’s something all of us should aim for in our businesses—whether it’s solving a client’s pain point, answering questions your audience is asking, or creating something of real value.

Balancing Passion and Business

Peter also navigated the tricky waters of keeping his core audience engaged while exploring other personal passions. He loved photography, but he was also into cars, tattoos, and knives. Instead of mixing all of that into one channel, which could have diluted his brand, he created Pete’s Pirate Life—a separate space where he could share his interests outside of photography without alienating his main audience.

This strategy is brilliant for anyone trying to balance personal interests with professional expertise. You can niche down and build a strong foundation, and then, once you’ve established that base, expand into other areas. That’s exactly what Peter did, and both ventures have been incredibly successful.

Lean Into What Excites You

The biggest takeaway from Peter McKinnon’s story isn’t just about photography. It’s about leaning into what excites you and sharing that with others. Whether it’s in business, art, or life in general, find what lights you up and go deep into it. Share it, teach it, and be open to where it might take you. You never know what doors might open—or how much it could change your life.