Why do some incredibly talented people achieve global success while others remain unknown, despite their brilliance? Why do some names become cultural legends, while others struggle for recognition, even posthumously? The world is full of talented unknowns—people whose work, ideas, or artistry deserve a greater audience but never break through. Look around, and you’ll likely find a few in your own industry.
Success, as it turns out, is not a simple equation of talent plus hard work. It requires visibility, social connections, timing, and the ability to strategically shape one's public persona. No two figures illustrate this contrast better than Vincent van Gogh and Pablo Picasso—both artistic geniuses, yet their lives and careers could not have been more different.
The tragic genius and the master of fame
Vincent van Gogh is now regarded as one of the greatest painters of all time, but during his lifetime, he sold only one painting. He lived in poverty, suffered from mental illness, and depended on the financial support of his brother, Theo. His distinctive style—bold, emotive, and filled with movement—was unlike anything else at the time. But without the right networks, strategic positioning, or institutional backing, his work went largely unnoticed. It was only after his death that the world discovered the genius it had overlooked.
Pablo Picasso, in contrast, achieved immense fame while he was still alive. He wasn’t just a gifted painter; he was a master at self-promotion. He understood the importance of being at the center of cultural movements, forging relationships with influential patrons, and controlling the narrative around his own mythos. He moved between artistic styles with confidence, adapting his work to remain relevant without losing his distinctive signature.
Both men were exceptionally talented, but Picasso’s success was not due to talent alone—it was the result of a deliberate and strategic approach to his career. Van Gogh, despite his brilliance, never had the opportunity (or ability) to do the same.
Drawing some lessons
To understand why Picasso flourished while Van Gogh struggled, we can turn to two key books: Hit Makers by Derek Thompson and How to Become Famous by Cass Sunstein. Their insights help decode what separates those who achieve lasting success from those who remain unknown.
1. The blend of familiarity and novelty
Derek Thompson argues that successful creators balance innovation with familiarity. The human brain is wired to embrace things that feel both new and recognizable at the same time. Picasso understood this well. He built on existing artistic movements—Cubism, Surrealism—while pushing their boundaries, making his work feel groundbreaking yet accessible.
Van Gogh, however, was too ahead of his time. His swirling, expressive brushstrokes and bold use of color defied artistic conventions of the late 19th century. Without an audience ready to embrace this radical vision, his genius went largely unrecognized. Timing matters. Creativity, in isolation, struggles to thrive.
2. The role of distribution and visibility
Thompson also emphasises the importance of distribution—how ideas spread and reach an audience. Picasso was a master of positioning himself where the cultural action was: Paris, the center of the art world. He exhibited in key galleries, befriended critics, and made sure his work was constantly seen.
Van Gogh, on the other hand, lived much of his life in solitude. His paintings were not displayed in the right places, nor did he have a network of powerful allies to champion his work. Without distribution, even the most remarkable talent remains invisible.
3. The power of social cascades
Cass Sunstein introduces the concept of social cascades—where influential figures validate someone’s work, triggering a ripple effect of recognition. Picasso cultivated relationships with wealthy patrons, critics, and influential figures in the art world. Once a few key figures endorsed him, his fame spread exponentially.
Van Gogh, however, had no such endorsements. His brother Theo worked in the art trade and tried to promote his work, but the right dominoes never fell. Without the backing of tastemakers, his art was left to drift in obscurity—until it was rediscovered posthumously.
4. Reputation management and strategic positioning
Sunstein also explains that fame isn’t just about being known—it’s about managing the perception of one's identity. Picasso understood this well. He built a mystique around himself, embracing the persona of the eccentric, unpredictable genius. He controlled how he was seen, played into the media’s narratives, and maintained a strong presence in the public eye.
Van Gogh, in contrast, had no such strategy. He was seen as a struggling, troubled artist—an image that might be romantic today but was a liability in his own time. His lack of control over his personal brand meant he had no ability to shape how the world saw him.
What this means for personal brands
So, what can we learn from the fates of Van Gogh and Picasso? The key takeaway is that talent alone is rarely enough. To build a powerful personal brand, consider these lessons:
Be visible – Your work needs to be seen. Find the right platforms, networks, and distribution channels to ensure your message reaches the right audience.
Balance innovation with familiarity – People are drawn to what feels both new and recognizable. Innovation naturally pushes the audience out of their comfort zone, which is necessary for growth. However, taking them too far beyond their comfort zone can create resistance and limit acceptance. Frame your ideas in ways that connect with what your audience already knows while introducing new elements.
Leverage networks and endorsements – A single advocate in the right place can change everything. Cultivate relationships with influencers who can amplify your work.
Manage your reputation – Control your narrative. How you present yourself matters as much as your actual talent.
Adapt and evolve – Success is not static. Like Picasso, stay aware of trends and adjust your positioning while staying true to your core identity.
Van Gogh’s story is tragic, but it also serves as a cautionary tale. Picasso, though equally talented, understood the mechanics of fame and ensured that his legacy was built while he was still alive. Personal brands, whether in business, art, or leadership, must recognize that talent is just one piece of the puzzle. The rest is strategy, positioning, and the ability to engage with the world in ways that create lasting impact.
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