Saturday, March 20, 2010

On Collaboration: The Market Won't Settle for Anything Less Than Art

My latest post on "Collaboration and Art". How digital media, overconfident entrepreneurs, naïve investors, confused scientists and aggressive venture capitalists– we can think of art as a tool to translate experiences into an emotional feeling when facing a new problem. I welcome your feedback...


  1. Scott, I'm having trouble with your link. This worked for me:

    The spiel is pretty lofty-sounding, which is well and good, but it's also vague about what it's trying to say. Not only do you not mention the word "illustrator", which is fine if you prefer the word "artist", but you never say "artist" either, which I find a tad strange.

    You touch upon what art is and the power art has, but that power doesn't come from any inherent quality of "art". It comes from the ability of a particular artist to connect to a particular audience. Obviously the artist has to be good, but the match has to be good as well. (Frankly, I think it helps to have a good client in the mix, but you want to keep the article interesting)

    I think if you spent the first two paragraphs talking in lofty terms about what art can achieve, and then throw in some specifics about how that is done, you'd paint a more credible picture overall.

  2. Martine, I agree! Scott has a lot of first-rate talent in his fold!
    I should have mentioned that.

  3. As Chuck said: Scott, you've got fantastic artists in your fold.

    I'm curious about the following sentence from the essay: "The old way of doing things was to use competitive business analysis to drive your market." Are you implying that clients NEED TO change their attitude, or that they HAVE changed their attitude?

    Or do you mean that artists were creating from "competitive business analysis" rather than from their hearts and their clients' needs?

  4. Brian,
    Listening to business folks like Seth Godin, Daniel Pink and others regarding new trends, focus groups are over rated in today's internet world. Agencies and marketing must trust their intuitions. After all, if Henry Ford asked a focus group about their desire for a car or a horse the group would have picked a faster horse.

    Check out the books: Linchpin, Drive or Baked In

  5. Excellent quote! I'll have to file that one away.

  6. Scott, I'll seek out the books, as I'm very interested in improving the marketing of my work. Thank you for the suggestions.