“When you’re always trying to conform to the norm, you lose your uniqueness, which can be the foundation for your greatness.”
— Dale Archer
Recently an artist booked a Blue Sky Session to determine a Blue Ocean Strategy.
This is where we articulate a unique value proposition to a potential target market. The key word here is unique.
When I asked her to describe the uniqueness of her art, she struggled.
I dug deeper and asked her to put all thoughts of marketing art aside.
“What do you love? What is important to you? Why? There’s no judgment, just spill it.”
She started off by saying, “I love painting portraits.”
That tells us nothing about her uniqueness. That’s like saying I live in a house. “Tell me about the neighborhood, describe your décor.”
Artists are thought leaders. Own it. Claim it. Be clear. “What do you think? What do you feel? What do you want to tell the world?” Do you.
Finally she said, “I’m interested in feminist literature.”
Okay. Now we are getting closer. There’s a whiff of her uniqueness and this may relate to a potential target market.
It became clear that she is not ready to launch an enterprise. Her cart is before the horse.
Thinking about marketing her art is premature.
This artist needs to return to the “Research and Development” laboratory to invent something unique. Then the “Marketing Department” can take over. This is the right sequence.
She must return to her studio to find her voice, to delve deeply into what she is passionate about.
The result of honest reflection mixed with talent will be a representational body of work reflecting her unique point of view.
Delving deeply into her uniqueness and finding her creative voice is the only way that her voice will be heard above the massive chorus of artists called painters.
Your uniqueness is the only way to compete in the market and for artists to be satisfied creatively. Which is why we are doing this anyway, right?
Did you enjoy this article?
I agree. Fear and desperation block creative freedom and throw you off focus.