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4min chapter
Rethinking your Market with Everette Taylor (CMO of Artsy)
Marketing Against The Grain
How to Change People's Perception of Something
I think a lot of brands have to do that within your categories when they're trying to define the category themselves. Our strategy now is not the experience collector, but it's anyone with intent and interest to buy art. The basic interest could be a collector versus the top 1% of people with deep art backgrounds and lots of money. There's an opportunity to really widen that aperture and widening that aperture is part of how you solve that accessibility problem. I got into art through Kip. Someone like me would never buy art, or they grew up in a very working class family. And my preconceived notion of art is not for me.
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