The 40-40-20 rule.
The 40-40-20 rule has become one of the most valuable guidelines in my art business. When I recently asked what topics you wanted to learn more about, so many of you mentioned the business side of selling art. It’s a massive topic—one that energizes me as much as the creative process itself.
For years I considered creating a full online program about running an art business, but ultimately decided I’d rather spend my time building and selling my own work. That said, there is one piece of advice that truly changed everything for me: the 40-40-20 rule.
The idea is simple—spend 40% of your time creating, 40% marketing your art, and 20% on admin. It’s so important that I keep Post-it notes on my computer to remind me.
I’m not a fan of admin work, so I outsource parts of it whenever I can. That gives me more space for what really matters—making art and getting it out into the world. I break my week into themed days to keep my brain focused. Mondays and Wednesdays are studio days. Tuesdays are admin days. Thursdays and Fridays are dedicated to marketing.
You can structure this however you want—mornings for creative work, afternoons for marketing, alternating days—but what matters most is avoiding the mental ping-pong that happens when you jump between tasks. I’ve never been a multitasker, and deep focus helps me be far more productive and inspired.
Long before I became a full-time artist, I earned my MBA in Marketing and Entrepreneurship. That was back when “What is the internet?” was still a valid project assignment. The world for artists has evolved dramatically since then.
One of the best decisions I made for my business was taking Marie Forleo’s B-School. She teaches how to build genuine customer relationships, attract the right buyers, increase revenue, and confidently grow your online presence. Her program only opens once a year, and it completely changed how I view the business side of being an artist.
If you’re serious about marketing your art and creating a sustainable business, she’s the person to learn from. While I’m always happy to share insights from my own journey, B-School dives deep into the full picture. For now, I’ll keep offering glimpses into what’s helped me succeed—and leave the enormous topic of “how to build an art business” to those who’ve mastered teaching it.
Does any of this resonate with you? How do you break down all that needs to be done to create and sell your work?
Be well….be creative,
Pricing art work is always a struggle…any suggestions for that? Then there is the fact that if you sell your art in a gallery or store there is commission. I’ve found that stores & galleries can get higher prices than selling your art direct… but then discounting the price to sell direct is a problem especially if you live in the same area as the gallery. Thoughts or advice on this…?
I agree, pricing is always a struggle. That’s where I recommend Marie Forleo’s class. Several things come into play, the most important being who is your customer. And NEVER undercut a gallery. That is the kiss of death for every getting a gallery work with you. That is why we pay galleries commission, they do a good job of selling our art….as you mentioned!