‘Zen and the Art of Motorcycle Maintenance’ by Robert Pirsig is a rather special book. First published back in 1974, it has had a big impact on many artist’s lives. The book helps us learn how to recognize the existence and value of ‘quality’. Zen and the Art of Motorcycle Maintenance by Robert Pirsig The background story is about a man and his son on a motorcycle trip across America. The author muses to himself as they travel and he focuses on the difference between two philosophical forces. Rational thought and romantic thought are examined. Rational analysis is what motorcycle maintenance is all about, while the parallel ‘Zen’ element is romantic. But Robert Pirsig delves much further. Ou

AIDA is a secret, not an Egyptian opera

AIDA is not just an opera. This isnt about a Giuseppe Verdi opera or an Egyptian heroine. Instead the AIDA that I explain here is an acronym that all artists should have tattooed on their forearms. AIDA stands for Attention, Interest, Desire, and Action. And that four word sequence is the biggest secret that should not be a secret in the professional art-world today. Basically AIDA is what happens after an artist has made a piece, First the eventual buyer has to become aware of the product or service, then they have to become interested, then they must want to have the product or service, and finally they have to act and actually buy. I do this when I buy a loaf of bread, a pint of beer, a n

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