In today’s episode of the Idea to Value Podcast, we speak with Catherine Orer about what it takes for artists to raise the value of their work.

We cover several areas, including what sort of research artists need to undertake to understand what the market is willing to pay, determining their own vision of what they want their art to be, and overcoming the fear of the “business side” of things to be able to actually make their art into a sustainable, profitable business.

Topics covered in today’s episode:

  • 00:02:00 – What working at one of the world’s largest auction houses taught her about selling fine art
  • 00:04:00 – The secrets of why “perception is reality” in getting millions of dollars for art
  • 00:06:15 – The challenge of transparency in determining art value
  • 00:07:30 – How artists need to ask themselves where they want to position themselves
  • 00:09:00 – Why most artists aren’t willing to do market research
  • 00:11:00 – The importance of understanding what type of art your market is willing to pay for
  • 00:12:00 – The new business model opportunities for selling art online
  • 00:14:00 – How to overcome the overwhelm of the “business-side” of selling art, it requires an open mind and an open heart

Links mentioned in this episode:


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Creativity & Innovation expert: I help individuals and companies build their creativity and innovation capabilities, so you can develop the next breakthrough idea which customers love. Chief Editor of and Founder / CEO of Improvides Innovation Consulting. Coach / Speaker / Author / TEDx Speaker / Voted as one of the most influential innovation bloggers.