Sofa Sized Paintings

I heard a TV commercial that promoted an art term that was unfamiliar to me – sofa sized painting. They were selling oil paintings based on a different set of dimensions- filling an empty space in in a living room and specifically over the sofa.

I studied art history in college and learned all types of fancy terms like chiaroscuro, non-representational and art nouveau. We focused on understanding the intention of the artist. What did they mean, how does the painting make me feel? What was going on during that time history?

We concerned ourselves with art periods like the Renaissance, impressionism or abstractions. My frame of reference was about the message and story the artist wanted to tell. We focused on the brushstroke, use of color and light.

I don’t think we ever learned about art and sofas.

Sofa-Sized Paintings

In the 1960’s, New Jersey entrepreneur Richard Gitelman is said to have invented the industry of cheap, popular-priced art sold at motels to the general public. His artists had to be good at being fast. Being creative was important but secondary to speed. Artists were paid by the painting, not the hour.

Gitelman realized that certain consumers buy paintings to cover a large space above a sofa.

He was selling art to do a very specific job. His customers were more interested in covering a space than the aesthetics of the artwork. Gitelman realized that he couldn’t compete with art dealers on 5th avenue in NY, so he focused on a very different segment of the market. And it is a BIG segment.

This art-trepeneur realized that most people couldn’t spend $5,000 on a painting but would spend $250 on a picture that could go above their sofa. Size matter and quality wasn’t quite as critical.

Art Lessons from Richard

How are consumers positioning, in their mind, the product you sell?

Business professor and marketing expert Peter Drucker once said that most customers rarely buy what companies think they are selling. You may think you are selling high art. But if a customer has a problem – an empty wall, they need a big sofa sized painting to cover it not art. Make sure when you market your product, you understand what job your customer is hiring your product to do for them.

Remember, businesses succeed with products and services when they solve very specific jobs that people want to solve or fix. Almost 80% of startups fail because no one has a need for what they do.

You might want to frame that quote and hang it above the sofa in your office.

Could you use a marketing whisper? Someone who could help coach your startup so you avoid painting yourself in a corner? Let’s talk. 919 720 0995.