Using the “Hedgehog Concept”, artist Rob Kinsey successfully combines business acumen with his passion for art and sports

Rob Kinsey is an artist with a passion for motocross. Art and sport have for many years played an important role in his life. He qualified as a technical illustrator in 1970 and his artwork has developed in parallel with his participation in motocross. Rob paints with acrylic on canvas and produces high quality prints using the Giclée process, which ensures that the colours do not fade over time. The artist sells his work on the Internet to racers and fans around the world. To help make his creative business even more successful, Kinsey decided to attend David Parrish's “Focusing Creativity” business development course. The course helped Rob and other creative entrepreneurs devise business strategies that combine their talents with smart business thinking. 

I went on the course feeling that I should diversify my range of artwork away from just motocross because I felt vulnerable by having all my eggs in one basket,” said Rob. By the end of the course, having considered his competitive advantage, market segmentation and pricing strategy, Kinsey came to the conclusion that he should focus on what he truly loves and become the best in this segment of the market. “I simply had to become the best artist in the world painting motocross,” said Rob.

Rob's business strategy, tested by some of the biggest corporation in the world, is the “Hedgehog Concept”. Companies using this strategy identify one thing in which they can be world leaders. And the strategy works. Within a year of the course, Rob was appointed as the “Official Artist to the Motocross de Nations” in Maryland, USA. It gave him the opportunity to exhibit and sell his works in the VIP buildings at the event, which became the ideal marketplace at the very heart of this international sport. Rob Kinsey has gained worldwide recognition by focusing on his niche market and working on the theme that he is passionate about.

You can find out more about David Parrish's courses here.

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