A long while ago, I worked in an office with a girl who was very passionate about politics and ultra-feminism. This was back in the late 90’s, but by today’s standards this would be referred to as her “brand.” And she stuck to it. That’s pretty much all she talked about. All. The. Time.

We had an office Christmas party one year, where each one of us had a Secret Santa. The idea, of course, is to get your assigned person something meaningful and of interest to them.

The gifts were handed out. People started unwrapping. I was up next. As I took ahold of the present, I searched for the wrapping seam… and with all eyes on me, faked an expectant smile.

My gift? A pile of books about politics and feminism. I hate politics and I don’t read many books (audio is my choice these days.) It was clear to me who the gift giver was. And it was also clear to me that she was thinking more of her own interests than mine.

I have zero poker face, so i think she offered to swap gifts with me in the end. (Maybe that’s what she was hoping for anyhow.)

I’ve seen many artists do this very same thing when trying to get their art into the public. Ho-Ho-hold on a minute.

Yes, it’s true that you need to know your “why”, create work of interest to you and be passionate about it. But don’t forget about others in the process.

It’s easy for artists to proclaim — “Here’s my art! Come buy it!” but what benefit does it offer the person you are hoping to sell to? Where is the value you are bringing them? How can you let them know you are thinking about them, not just your own interests?

If your goal is to create art for just for yourself, awesome. Go do it, and do it well! But if there is any intention of selling it, or building a tribe, your art must bring value to others. And you must make sure you are offering it to the right audience.

The best Santas are the ones who brought you exactly what you were hoping for.

Let’s be those kind of artists too!