How important is storytelling compared to the quality of my artwork?

Story is everything - quality alone is not enough. The perfect historical example is Vincent van Gogh. Everyone knows his name and Starry Night is one of the most reproduced images in the world. But here’s what actually happened: Van Gogh sent all his paintings to his brother in Paris to sell. After both brothers died, the brother’s widow held a gallery show in Paris with all of Van Gogh’s masterworks - Starry Night, Sunflowers, the bedroom painting, everything. Not a single piece sold. Nothing. She was devastated. Then she discovered Van Gogh had written letters explaining why he painted each piece, what headspace he was in, what the stories were behind the work. She published a book of these letters. After the book released, she held another gallery show with the same paintings. It nearly sold out. Now Van Gogh is the most famous artist in the world. The art didn’t change - the story did. This proves it’s not a meritocracy based purely on artistic skill. Humans are wired to make purchasing decisions from people we know, like, and trust. We need to understand who you are, what makes you interesting, what your story is. Once we bond with your story, then the artwork gets seen, talked about, desired, and purchased. Quality matters, but story is what sells.

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Answered by Patrick · Art Business Webinar · 2026-07-22