The first rule of Art Club? Don’t talk about how you run Art Club – that is, don’t talk about your risks, your losses and definitely don’t discuss your eccentric shortcuts or the expenditures that ultimately win you a customer base. You probably want to avoid even calling them “customers”, even though that’s precisely what your fans are at the point of sale. Even though they may – if you’ve developed a friendly relationship with them – take pride in their role as buyers of your art.
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