Selling the Invisible: What Salvatore Garau’s $18,000 Artwork Teaches Us About Brand Value

Imagine paying $18,000 for… nothing.

That’s exactly what someone did when they purchased Italian conceptual artist Salvatore Garau’s invisible sculpture titled Io Sono ("I Am").

This isn’t a prank or a misunderstanding; it’s a thought-provoking piece of conceptual art that doesn’t physically exist.

Garau described the work as an invitation to "activate the power of the imagination."

So, how does an invisible sculpture command a price tag that rivals a small car? There are several things at play here that you can takeaway to understand how to sell the value you create.

Who is Salvatore Garau?

Garau is a renowned conceptual artist with a career spanning decades. He’s not new to bold ideas; he’s known for challenging norms and asking his audience to think differently.

His reputation, credibility, and ability to provoke intrigue allow him to do what others might dismiss as impossible: turn intangible ideas into high-value assets.

But let’s not overlook the deeper truth here: Garau didn’t just sell a concept. He sold himself; his brand, his vision, and his story. The buyer didn’t just pay for "nothing." They invested in the prestige and meaning tied to Garau’s name.

The Power of Brand

Garau’s success is proof of this fundamental truth: It’s not just what you sell; it’s how people perceive its value. He built an image to align with his expertise with great branding. 

And let’s be honest; unlike Garau, you’re offering something tangible and valuable. Whether it’s a product, service, or expertise, what you bring to the table is real.

The question is: Are you positioning it with the same confidence and vision that allows someone like Garau to sell the invisible?

What’s Holding You Back From Selling at a Higher Level?

Most people put all the focus on selling and not enough focus on the Invisible value you have to offer. 

Leveraging Your Type:

Salvatore Garau is a Revolutionist Brand IT Factor™ Type, and he masterfully uses this archetype to provoke thought, challenge norms, and create an irresistible and provocative brand.

By leaning into his IT Factor, he turns intangible concepts into highly desirable works of art. Are you fully tapping into the emotional and psychological power of your archetype to create an iconic presence?

Underestimating the Power of Positioning:
Are you trying to appeal to everyone instead of standing out to the right audience? Most people say to me, I don't know where to find these higher level clients.

One of my clients said to me after we repositioned her brand "it was like magic, my ideal clients started to find me." The high five and six-figure clients to be exact. Imagine that. When we met, she was barely able to sell a four-figure offer.

This changed her business financial trajectory and also her family's life. Correct positioning is what signals that your brand is the one that fulfills something the client cannot get anywhere else. We can definitely work together on that. 

Not Having a Clear Brand Messaging:
Garau didn’t just sell "nothing"; he sold a story. By positioning his invisible sculpture as a piece that invites people to "activate the power of the imagination," he tapped into an emotional, intellectual, and provocative narrative that made it irresistible. Your messaging needs to do the same: captivate your audience, elevate your offer, and inspire them to take action.

My client was having a similar problem. She just couldn't clearly articulate the invisible value she was delivering that people would be excited to pay a premium price for. She knew her offer was solid, and she had the reputation and credibility to back it up. Yet she was selling her time for less than she deserved.

She said "I just do what I do. I didn't quite have the language, the words to position myself in the marketplace in a way that I was making sales at the level I should. People who knew me would say my business was booming, but it wasn't. You masterfully gave me the language for what I do so effortlessly that people now pay a high ticket price." Well, I guess moving from $500 per client to $20,000 per clients isn't a bad pay day for a life coach. 

Being the Best-Kept Secret:
If your brand doesn’t exude confidence, clarity, and authority, even your ideal clients might overlook you. It's not just about getting out there. It is about getting out there with the right positioning, message and image. 

Together with my amazing team, I have helped countless clients transform their businesses, taking them from undercharging and struggling to manage too many clients all at once, to generating five- and six-figure offers; often in record time. It’s not magic; it’s strategy, clarity, and bold positioning.

Why Now Is the Time

Garau isn’t waiting to sell his next idea; and neither should you. The market rewards boldness and clarity. If you’ve been hesitating to position yourself for greater success, here’s your sign: The time is now.

You’re sitting on more value than you may even realize. Let’s unlock it, refine it, and position you to attract the clients and income you deserve.

Book a Call and Let’s Elevate Your Brand

➡ Book a free call here  to unlock the invisible value that is in your business and has the power to transform your brand. 

If an invisible sculpture can sell for $18,000, imagine what we can do with what you’re offering.

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