It’s easy to think that your artist statement or your portfolio or your brand is all about you. After all, you put in the long hours and drank too much coffee while you hustled from project to project. This is your baby and you know best, right?
The truth is that you know your work from the inside out, but sharing your talent with others requires you to frame your work in a way that other people will get excited about. The more you allow other people’s opinions coexist within the context of your work, the easier it will be for them to participate and share your project with a larger audience.
Start by testing the waters with a small group of people whose feedback is valuable to you. Don’t just look for cheerleaders; criticism is an important tool that can help you refine your narrative. A thumbs-up may stroke your ego, but talking it out with naysayers gives you the opportunity to refine your ideas.
Once you’ve seen your work from the perspective of your audience, you’ll see greater returns when promoting your portfolio. One person can make amazing work, but making champions of your audience is the key to a really successful creative business.