He grew up in a suburb of Atlanta, studied history at the University of Georgia, and took his first job as a bond trader in Chicago in 2006. A few years later, in the aftermath of the financial crisis, he was laid off. Without much money and with few prospects of getting another financial job at the time, he decided to try something different.
His name is Brandon Stanton, and what he did next is an example of how I’d like to approach work and life.
A goal of getting better at something
Before he lost his job, he had purchased a nice camera and enjoyed taking photos while walking around Chicago, so he decided his goal would be to practice his hobby as he traveled around the United States. Like many thousands of people interested in photography, Brandon’s first idea was to create a photo blog based on his travels in different cities:
My first stop was New Orleans, then Pittsburgh, then Philadelphia. Each time I arrived in a new city, I’d get lost in the streets and photograph everything that looked interesting, taking nearly a thousand photographs every day. After each day of shooting, I’d select thirty or forty of my favorite photographs and post them on Facebook. I named the albums after my first impression of each city. Pittsburgh was Yellow Steel Bridges. Philadelphia was Bricks and Flags. I had no big ambitions at the time. All I had was some vague, naive idea of making a living by selling prints of my best photos. In the meantime, I was just posting them for my family and friends to enjoy.
He had other ideas too, including plotting ten thousand street portraits on an interactive map to create a photographic census of the city. But it was only through actually doing the work, posting it publicly on Facebook, and getting feedback that he started to try other things. Along with the usual city scenes, he started taking candid street portraits. When those portraits received a favorable response, he started asking his subjects questions and including snippets of the interview with each photo.
By the time he arrived in New York in August 2010, almost all of his photographs were of people. He created a new album on Facebook and then another one. He decided to call these albums “Humans of New York.” He never intended to stay in New York, but by the end of the summer, after a short trip to Chicago to collect his things, he moved back to New York for good.
Brandon’s goal kept evolving. Without any formal training in photography, he gradually kept learning to take better photos while also learning how to approach people. (“At first, the rejections sting,” he said.) By early 2012, what started as simple online photo albums had attracted thirty thousand likes. By April of that year, it was sixty thousand, and other people started to copy his work, creating Humans of Copenhagen, Humans of Tel Aviv, and more. Such groups helped to further spread the word about Brandon and his work. By the fall of 2013, the number of Facebook fans had skyrocketed to over a million people.
Brandon was still shooting photos, but now other things became possible, including the launch of a book, an “inspiring collection of photographs and stories capturing the spirit of a city,” that became a number-one New York Times bestseller. He was named to Time magazine’s “30 Under 30,” attracting yet more attention and opening up more possibilities. Brandon reflected on how he was able to change his life in a way that was not possible before:
Humans of New York is an amazing story, and it’s a story that could not have happened ten years ago. Without social media, I’d probably just be a quirky amateur photographer with a hard drive full of photos. I’d be cold-calling respected publications, begging for a feature. I may have even quit by now. Instead, I’ve discovered a daily audience of nearly a million people. Or should I say they discovered me.
Doing well and doing good
With the success he was experiencing, Brandon’s goal shifted again. He was starting to make money and decided early on to give some of it away, to try to do more with his photos than he had considered possible before. He described it in an online interview in 2013:
I don’t want to “cash out” or “monetize” HONY [Humans of New York]. I like to say it publicly because I want my audience to keep me on mission. HONY print sales have raised nearly $500,000 for charity in the past six months. I want to further monetize the site for nonprofit ventures. I honestly want to “give” HONY to New York in some way.
Brandon recently turned thirty-one. His Facebook page has more than thirteen million followers, and there are millions of followers on other platforms too. His third book is coming out later this year. In the summer of 2014, he went on a fifty-day world tour of twelve countries sponsored by the United Nations that included Iran, Iraq, Ukraine, Kenya, and South Sudan. Why go to these places? “The work has a very humanizing effect in places that are misunderstood or feared.” His purpose had shifted yet again, and his fans noticed it, as expressed in a comment on a photo of four women in Iraq: “You are changing the world one interview at a time. I am very grateful.”
A path to a good life
I am unlike Brandon in many ways. I’m much older, have five kids, and work in a large global corporation. But I can follow a similar path to discovering meaning and fulfillment.
Brandon made his work visible, and the feedback on it helped him get better while also helping him develop his network. He was generous with his work, posting it freely, and also generous with the eventual proceeds from that work. Importantly, he used his initial goal as a step toward exploring a range of possibilities that might be more meaningful and fulfilling. As a result of that exploration, in just over three years, he fundamentally changed his career and life—from out-of-work bond trader to beloved photographer, author, and philanthropist.
That’s the kind of path I aspire to take. We'll see where it goes.