A short talk advising artists on how to increase the perceived value (and price) of their creative work by focusing on the buyer’s needs rather than technical skill. The speaker presents Bain & Co.’s Value Pyramid—three levels (functional, emotional, life-changing)—and explains how artists can apply each level to frame and present their work more effectively.
There's a common misconception when it comes to art because it's so subjective. Selling your work at a higher price isn't about your skill set. It's about the value. Thing that makes something more valuable is understanding better who it's for and why they're going to love it. You can use this tool called the Value Pyramid. I use this a lot with clients. The Value Pyramid was created by Bain & Co. And it states that value really comes in three levels. It starts with the functional level. How does this help someone? Does it decrease risk for them or organize something for them? This is where things like stamps, stamp stencils, or these kinds of things in the crafting world really work. Or like samples and beat libraries for musicians. Then it moves on to the emotional level. And this is where your regular art starts to come into play. How are you entertaining them? How are you helping reduce their anxiety? How are you providing access to you in some way as the artist? The highest level is the life change value. How does what you do or make motivate someone? Help them to become the best version of themselves? Think about these things and how you can apply them to your work. Because it's not so much about is your work better, but more about how can you be better at presenting what your art and creativity does better than anybody else?
