What's the real lesson from Van Gogh's story for artists selling today?

Here’s what most people don’t know: Van Gogh’s sister-in-law held a major show in Paris after he died with his entire collection — Starry Night, the sunflowers, the bedroom, all of it. Nothing sold. Not a single piece. She took it all home devastated. Then she found letters Van Gogh had written explaining why he created each painting, where he was, what he was feeling. She published those letters as a book. The book became a bestseller. She held another show. Then everything sold, and now everyone knows Van Gogh. The artwork didn’t change between the two shows — the story did. Once people learned Van Gogh’s story, they wanted the art. That’s the lesson: the art alone isn’t enough. Your story is what sells the work. People need to know who you are, why you create, your circumstances and journey. The story creates the connection that makes people want to own the art.

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Asked by implicit question from the teaching context · Answered by Patrick · Art Business Webinar · 2026-08-24