Strategy #1: The X-Factor behind Jo van Gogh and Madam C.J. Walker
Updated: Oct 1
Why Your Lack of Traditional Experience Might Actually Be Your Greatest Business Asset
In my last newsletter, I shared exciting news: I’m writing Book #2! It’s a non-fiction book about the twelve marketing strategies I discovered while researching my biographical novel, Saving Vincent: A Novel of Jo van Gogh. Today, I’m thrilled to dive deeper into this journey.
The Journey Begins
Long-time readers know my story. I left corporate life to pursue writing after a transformative visit to the Van Gogh Museum in Amsterdam in 2016. There, I stumbled upon a captivating caption under a photo: “Jo van Gogh-Bonger.” After her husband Theo’s death, she inherited what many deemed a “worthless” art collection from his brother, Vincent. Yet, she turned that collection into a business empire, making Vincent a global icon. My book chronicles her journey of self-discovery in the early 20th century.
It’s also a timeless tale of entrepreneurship.
How did a 28-year-old widow, lacking formal art training and business experience, overcome massive imposter syndrome? How did she find the conviction to believe in Van Gogh’s art against the tide of conventional wisdom? This question haunted me throughout my seven years of research and writing. As I explored her life, I uncovered fascinating clues.
The Clues in the Music
Jo grew up in a musical family. She and her siblings received instruments and lessons, performing private concerts every Sunday. They frequently attended operas and theaters. Jo studied music deeply enough to earn a degree equivalent.
What connects art and music? Both fields evoke emotions and sensory experiences. In today’s business world, we emphasize consumer empathy and founder-market fit. Jo’s musical background equipped her with an innate understanding of emotional connection. When Theo told her, “Art must touch the viewer’s soul,” she grasped this truth. She may have lacked formal art training, but she understood how to connect masterpieces to audiences. As she wrote in her diaries:
“Music and painting both touch the heart directly; one by sound, the other by colour and form — both speak without words and awaken the same feeling.” (Diary, Bussum period, circa 1892)
“At the concert this evening, I felt again how music can express what is too deep for words; it is the same power which makes a picture move me.” (Diary entry, 1880s)
An Informal Apprenticeship
Jo’s marriage was unconventional for its time. In the late 19th century, men and women lived in separate spheres. Men dominated the public world of work and politics, while women managed homes and families. Society dictated that these worlds should not overlap.
Yet, Theo welcomed Jo into his realm.
He often vented his frustrations about the art world while resting his head in her lap. In those moments, he shared invaluable insights. Jo learned why the traditional establishment rejected Vincent’s work.
When Vincent’s art arrived from the south of France, I imagine Theo eagerly opening the packages with Jo by his side. They marveled at the paintings together. Jo wasn’t just admiring art; she was studying inventory and the artist’s vision.
Though their marriage ended tragically after just 22 months, it served as an intensive incubation period for Jo. She may not have realized it at the time, but the unusual experiences she had laid the groundwork for her future success. Jo’s outsider perspective became her ultimate competitive advantage, one that traditional insiders overlooked.
The Entrepreneur’s X-Factor
This X-factor is shared by legendary entrepreneurs: their unconventional preparation becomes their greatest asset. Often, it’s an unorthodox background or unique hardships that uniquely qualify them.
Consider Madam C.J. Walker (born Sarah Breedlove, 1867–1919), the Black entrepreneur who built a hair care empire.
The Problem: As a child, she suffered hair loss and scalp issues, giving her firsthand knowledge of an unmet need.
The Drive: Orphaned at age 7 and widowed by 20 with a young daughter, her constant financial struggles fostered resourcefulness, risk tolerance, and determination—masterclass training for business.
The Credibility: She trained as a beautician, including under the renowned Black tycoon Annie Malone. When she began experimenting with her own hair care products, her background provided her with unusual credibility.
Walker’s pioneering entrepreneurship flourished when she launched the Madam C.J. Walker Manufacturing Company in the early 1900s. She built a vast network of “Walker Agents” (saleswomen and hairdressers), utilized door-to-door sales, conducted traveling demonstrations, and established training schools to expand nationally. She marketed a branded hair-care system specifically for Black women, promoting grooming, hygiene, and economic independence while building a powerful personal brand.
Strategy 1: Unconventional Preparation Makes You Uncommonly Qualified
All of this leads to our first takeaway: Trust that your unconventional preparation makes you uncommonly qualified. Your unique background doesn’t diminish your capabilities; it provides you with a distinct edge that insiders often overlook.
In a world that often values traditional paths, let’s celebrate the unconventional! Embrace your unique experiences. They shape your perspective and empower you to create something extraordinary.
Stay tuned for Strategy #2!
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