Stephen Denny in his book Killing Giants (on amazon) talks about 10 strategies to overcome the giants of your industry.
The marketing expert writes about how working on how people think about your product category helps you to make people think you are the best.
“Setting out to change how millions of people think about your product category is fundamentally different than deciding to make a good product.”
The sentence makes me remember an idea regarding art and how people think about it.
Personally I prefer buy a painting rather than a poster. I’m not an art expert so I buy what I like but I think that every handmade work is something of unique and it’s better than an industrial result. It is the expression of the artist’s talent. It means that a painting is not only an item, it has a more deeply meaning.
I know that (usually) an artisan item is more expensive than an industrial product but:
1) it is not always true,
2) you are buying “a piece” of someone’s talent,
3) why not, in the future its value can grow
I think that Etsy (http://www.etsy.com) can be a good example about how art can be affordable. An other interesting job is made by affordable art fair. I think there is space in the market for a company that is able to change “how millions of people think about art”.
How people think about your product category, can be helpful to kill giants? What do you think about art? Leave a comment 
