We caught up with the brilliant and insightful Daniel Madden a few weeks ago and have shared our conversation below.

Daniel, appreciate you joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

In 2020, I reached a pivotal moment in my career as a youth pastor. After nearly a decade in the role, I realized I needed a change. The work was fulfilling, but I felt a growing desire to pursue something different. After much contemplation, I decided to take a significant risk: switching careers to become a full-time videographer and photographer, despite having no formal training in these fields.

To make this transition possible, I devised a three-year plan. From 2020 to 2023, I committed to learning everything I could about videography and photography through YouTube tutorials, online courses, and extensive reading. At the same time, I diligently saved money, aiming to accumulate enough to support my family for a year without income. This financial cushion was crucial, as it would give me the time needed to establish myself in my new career.

During this period, my wife, a teacher at the time, also switched careers and began working at NorQuest College. We had a newborn son, adding to the pressure and motivation to ensure my plan succeeded. By 2023, I had saved enough to take the leap. I quit my job as a youth pastor and dedicated myself fully to videography and photography.

The transition was challenging, but I persevered. Now, over a year into this new chapter, my business is doing well. I am in the midst of directing my first documentary and I am finding my way that is unique to me as a storyteller. The first phase of my plan was successful, and now I’m focused on phase two: growing the business further and undertaking projects that can make a meaningful impact in our community.

Reflecting on this journey, I’m proud of the risks I took and the steps I made. It’s been a transformative experience, not just for my career but for our family as well. Taking a bet on myself has proven to be one of the best decisions I’ve made.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Daniel Madden, and my journey into the world of videography and photography is one marked by transformation and a leap of faith. After nearly a decade as a youth pastor, in 2020, I felt a profound need for change. This led me to pivot my career entirely, diving into videography and photography without formal training. My approach was structured yet daring; I embarked on a three-year plan to learn as much as I could about these crafts through YouTube tutorials, online courses, and extensive reading, all while building a financial safety net to support my family during this transition.

Now, as the founder of Optical Opium Productions, I specialize in creating visual narratives that not only capture moments but tell compelling stories. My services range from personal portraits and event coverage to full-scale video productions for businesses and organizations, big or small. What sets me apart is my unique background and my ability to infuse each project with depth, authenticity, and a narrative flair honed from years in pastoral work. I solve my clients’ need for engaging, high-quality visual content that drives engagement and supports their goals, whether for marketing, fundraising, or community impact.

I’m immensely proud of the risks I took and the resilience I showed in transitioning to this new path. I’m focused on projects that make a meaningful difference in our community. One of them being my documentary called, “Better Together” which is a commentary on collaboration vs isolation as it pertains to the Black Creative Comm unity here in Edmonton.

For potential clients, I want you to know that at Optical Opium Productions, you’re not just getting a service; you’re getting a partner who is committed to bringing your story to life. My journey from pastor to videographer is a testament to following one’s passion and the incredible outcomes that can result from believing in oneself.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn was shifting from a consumer mindset to a seller’s mindset. Initially, when creating video and photography packages for my business, I often thought about how much I would be willing to pay for these services if I were the client. This perspective was crippling. I constantly worried that my pricing was too high, that no one would buy my services, and that my offerings didn’t make sense.

The reality was, I needed to stop viewing my business from the eyes of a consumer. Instead, I had to think like a business owner and a seller—someone who offers value and solves problems. This shift was crucial for the success of my business.

The backstory here is that I didn’t have many entrepreneurial influences around me growing up. Those who were entrepreneurial didn’t pour into me or guide me. As a result, I had to learn this mindset shift on my own through books, mentorship, and personal experience. Although this approach didn’t come naturally at first, I found that it aligns well with my character and my vision for my life and career.

Unlearning the consumer mindset was challenging but essential. It has enabled me to price my services more confidently and understand the value I bring to my clients. This shift has been instrumental in growing my business and moving towards the goals I’ve set for myself and my family.

What’s been the most effective strategy for growing your clientele?

When it comes to growing my clientele, I’ve found that it’s not necessarily about volume but about quality. I may not have a large number of clients, but those I do work with appreciate my work and are loyal, often returning for more services. This slow but steady growth has been largely driven by effective networking.

Networking has been the most significant factor in building my client base. Rather than relying on ads to attract anyone and everyone, I’ve focused on creating strong, personal connections. Networking has allowed me to meet clients who value my work and are likely to stick around. These relationships often begin through introductions from mentors, friends, or people who have seen my work on social media.

The clients I’ve gained through networking are more loyal and collaborative than those who might come through an ad. They appreciate the personal touch and the quality of the work I provide. This approach has proven far more effective than simply casting a wide net with advertisements, which often attract clients looking for a quick fix without any long-term commitment.

Networking has been the most effective strategy for growing my clientele. It has allowed me to build meaningful, lasting relationships with clients who truly value my work and contribute to the steady growth of my business.

Contact Info:

• Website: https://Opticalopium.ca
• Instagram: @Optical.opium
• Linkedin: Daniel J Madden
• Youtube: Daniel J Madden
• Other: Threads: @Optical.opium

Image Credits

Fontaine Lewis for the Family photo but everything else is the property of Optical Opium Productions Inc.