Some people believe that photographers who share industry secrets do so because they can’t make enough money from photography alone. The argument is that no one running a successful business would willingly give away valuable knowledge unless they needed another income stream. That assumption ignores the reality of how knowledge, competition, and creativity actually work in the industry.
Coming to you from Scott Choucino with Tin House Studio, this thought-provoking video challenges the idea that photographers should keep trade secrets to themselves. Choucino breaks down why photography is different from other industries. He compares it to his import-export business, where sharing inside knowledge could lead to direct competition. Photography, on the other hand, is built on individual vision. You can copy someone’s lighting setup, camera settings, and editing style, but you can’t copy how they see the world. This is why two photographers can use the same techniques and still produce completely different work.
The video also explores why knowledge-sharing doesn’t eliminate competition at higher levels of the industry. Choucino points out that in commercial photography, clients don’t hire someone based solely on technical skills. They hire based on vision, perspective, and the ability to create something unique. Two photographers working at the same level can exchange advice and even lend equipment without jeopardizing their careers. At that point, competition isn’t about who knows more—it’s about who brings something distinct to the table. That’s why established photographers are often willing to teach. Their real value isn’t in secret techniques, but in the way they apply them.
One key insight is that many aspiring photographers focus on the wrong things. Choucino argues that if someone believes learning a particular lighting setup will guarantee success, they’re missing the bigger picture. While technical knowledge is important, it’s only a tool. What separates professionals is the ability to make creative decisions that fit a brand, a campaign, or a personal style. That’s why watching someone’s process can be helpful, but replicating it exactly won’t necessarily lead to success. Check out the video above for the full rundown from Choucino.
