People don't buy WHAT you do, they buy WHY you do it

Simon Sinek's TED Talk on How Great Leaders Inspire Action is really worth a watch, especially if you're a small business owner, or creative artist trying to connect with your audience. The essence of it is this: start with the WHY for your business and then move onto the WHAT. Why do you do what you do? Why is it important? It's no good just offering a product, you have to delve into why that product is important and how it can help your customers / audience.

It's up to you to influence people's perception of your work