A lecture I gave at Sotheby's Institute of Art on June 10 2013 to share my learnings from working with Google (where I started in 2007) to founding Gertrude (www.gertrude.co).

1. Sotheby’s Institute of
Art
June 10 2013

3. Experience
Collecting
Social
Education
Access
Auction house
Galleries
Online marketplaces (new)
Art advisors
Art fairs
Publications
Clubs
Museums
University
$60bn
$500Bn*
Who sells it today? Annual transaction
volume
Value creation
Artwork
In the art market, buying artwork is just the tip of the iceberg
* Estimate. In the US alone, the nonprofit arts and culture industry annually generates
over $135 billion in economic activity - Source: American Alliance of Museums

4. and Art is increasingly an intangible experience

5. Gertrude, Inc. Confidential & Proprietary 2013www.gertrude.co
July 2013 Meet Art
is a community of unique art experiences.

6. we started out by producing Salons - a showcase
of what the perfect art experience should be. It is
educational, social and you can meet the artist.

7. Gertrude, Inc. Confidential & Proprietary 2013
1 hour only

8. Gertrude, Inc. Confidential & Proprietary 2013
10 artworks
or under

9. Gertrude, Inc. Confidential & Proprietary 2013
40 guests or
under

10. Gertrude, Inc. Confidential & Proprietary 2013
1 curator
leads the
discussion

11. Gertrude, Inc. Confidential & Proprietary 2013
Join on
gertrude.co

12. now we are a web platform where anyone can
find and attend unique art experiences.

13. Gertrude, Inc. Confidential & Proprietary 2013
Meet art.
Gertrude offers intimate experiences to
learn, discuss and collect art.
JOIN

14. 10 things I learned from
Google and Gertrude

15. #1 the information
exponential

18. #2 life on the screen &
life in the real world

19. “we want to solve big problems using technology”
In October 2010, for example, they invested in a major
offshore wind power development to assist the East coast
power grid,(...) A week earlier they introduced a car that, with
"artificial intelligence," can drive itself using video cameras
and radar sensors.(...)They are trying to get companies to
create innovative solutions to increasing the world's energy
supply (..) investors in Tesla Motors.

25. #3 building things is
important

26. 1.LEARNHOWTOMOCK-UPWHATYOUWANTTOCREATE(DESIGN)
2.STARTLEARNINGHOWTOCODE(BUILD)
3.UNDERSTANDHOWTOGATHER,ANALYZE,ANDSHAREDATA(TRACK)
4.HONEYOURREAL-WORLDWRITINGSKILLS(WRITE)
5.EXPERIMENTRUNNINGONLINEADVERTISINGCAMPAIGNS(PROMOTE)

28. HackDesign

29. #4 collecting is a social
act

30. how those in power define aesthetic concepts such as taste.

32. #5 users vs collectors

35. #6 Storytelling

39. #7 Mobile

40. mobile internet traffic will surpass
desktop internet traffic by 2014
source: Morgan Stanley

44. #8 a brand you love

45. Artnet, artspace, artsicle, artstar, artsy

47. launched 2008

48. #9 Art is magic

51. #10 things I haven’t
learned yet

52. Help me build the pitch for your favorite
tastemaker to curate Salons with Gertrude

53. 1. Information growth is exponential: why learning everything is useless and knowing
where to look is useful.
2. Life on the screen & life in the real world - technology should be about making
beautiful things happen in real life.
3. Building things is important: what you should start learning now because you are not
learning it at school.
4.Collecting is a social act, understand it.
5.Users, collectors - how they are different.
6.The Power of storytelling and how digital can help.
7.Mobile is everything desktop is disappearing .
8.A brand you love, you trust, you connect to.
9.Art is magic and magic happens in details.
10.Things I still haven't learned and I need to learn from you.