What does 'only the market can tell you' actually mean in practice?

It means that the only way to know if your product will sell is to attempt to sell it to real buyers—people who aren’t your family, friends, or existing supporters. No amount of compliments, social media engagement, awards, or expert opinions can predict actual sales. The market is the mechanism of capitalism where money changes hands. Until you’ve experienced that celebrated transaction with a stranger who chose to buy your work, you have no validation. This principle applies whether you’re starting out, testing a new style, trying a new medium, or launching any new aspect of your business. Real purchasing behavior is the only truth.

---

Asked by artists seeking to understand market validation · Answered by Patrick Shanahan · art-marketing-podcast · 2020-08-25