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or not – it all depends on the environment. I suspect that you haven’t
thought your way through it – and I’m not trying to be rude, or difficult.
Usually, when people come in and ask for something that’s completely
outside their understanding, they, probably, aren’t asking for the right
thing. I’d like to suggest that I come down and make a presentation to
your company, on what I think you’re looking for.”
“You think so?”
“Yes. You don’t seem sure about why you want it, and you’re not sure
about the environment it will be in. I suspect that no matter what I paint
you won’t be happy. Painting what is in someone else’s mind is almost
impossible. So, would you do me the courtesy of letting me come down
and make a presentation, and see if that is what you want?”
“Certainly.”
A few weeks later, Ken walked into the formidable skyscraper in downtown
Toronto and gave the board members his analysis. They wanted a
large painting for the foyer. Fine – he could supply that, but it wouldn’t
be as large as the Reichmann painting. And, it would be the first of several
canvases. A smaller one would hang in the boardroom, and several others
would hang throughout the premises. The preliminary sketches and
drawings would be framed and hung as well. The paintings would tell a
story that would be repeated in a booklet. A six-minute film would also
tell the story, and it would play on a large screen television in the reception
area. When a client arrived for a meeting, he would sit and watch the
movie.
“Now, they have something interesting,” Ken said. “This is something
they have not anticipated seeing, and they realize that you are a lot more
than just what you do. When you meet the client, you tour them around
and show them all the works, and then you sit down and get down to
business. By now, they realize that you are interesting people. You have
things going on other than making money. When your business is concluded
you hand the client a copy of the book – signed by me and your
CEO – as something to take away and remind them of the meeting.”
Ken suggested they take a holiday during the month of August and
turn their offices over to him. When they returned the space would be
transformed – not just because the paintings would be hung. What good
were paintings if the background didn’t complement them? He proposed
changing the furniture to set off his work and painting the walls in appropriate
colours. Everything had to work – it had to be of a piece.
The cost, he said, was irrelevant – the accountants would write the
whole thing off. He thanked them, told them he had to return to his
painting, and left. During the next few days several of the board members
visited his studio. A couple of weeks later they accepted his fee of four
hundred eighty thousand dollars.
Manolis Aligizakis 