When Your Brain Says, “I Don’t Know How” (It’s Lying)

When your brain says - I don’t know who would buy this, I don’t know where to find them. I don’t know how this would ever work, it is lying to you. What if “I don’t know how” isn’t a fact. What if its anxiety dressed up as logic. What if your brain is quietly converting uncertainty into impossibility. Once that story settles, you stop try. You don´t need to test formats. You don´t need to ask different questions. You don´t need to risk being wrong. If this sounds familiar, you are not alone. In this episode, I unpack why “I don’t know how” is rarely a business verdict and more often a nervous system response. If your practice feels “hard to sell,” this one’s for you. KEY TAKEAWAYS “I don´t know how” is not a verdict, it's a skill gap. There are countless things you once didn't know how to do, invoice, negotiate, install, work, apply for funding, price confidently. Your brain doesn't predict your competence. It predicts your danger. Anxiety confuses unfamiliar with unsafe. Turn “I don’t know how” into a research brief. Instead of spiralling, ask: What exactly do I not know? Is it pricing? Editioning? Finding aligned collectors? Be precise, then fill those gaps - Ceri shares exactly how. Accept that certainty is a fantasy. No artist has a guaranteed buyer before they begin. They build belief alongside action. BEST MOMENTS “When your brain says, I don't know, it's often trying to protect you from visibility, rejection, or financial disappointment. It's not offering a business forecast.” “Instead of asking, how might this translate for me? Your mind asks, how can I prove this does not apply to me? - That’s anxiety trying to maintain control.” “Study their CVs. Look at collections listed, public and private. Screenshot it. Create a folder called Proof. You are not allowed to catastrophise without data.” “Test one price point. Anxiety hates experiments because experiments create reality.” PODCAST HOST BIO With over 35 years in the art world, Ceri has worked closely with leading artists and arts professionals, managed public and private galleries and charities, and curated more than 250 exhibitions and events. She has sold artworks to major museums and private collectors and commissioned thousands of works across diverse media, from renowned artists such as John Akomfrah, Pipilotti Rist, Rafael Lozano-Hemmer and Vito Acconci. Now, she wants to share her extensive knowledge with you, so you can excel and achieve your goals. **** Ceri Hand Coaching Membership: Group coaching, live art surgeries, exclusive masterclasses, portfolio reviews, weekly challenges. Access our library of content and resource hub anytime and enjoy special discounts within a vibrant community of peers and professionals. Ready to transform your art career? Join today! https://cerihand.com/membership/ **** Unlock Your Artworld Network Self Study Course Our self-study video course, "Unlock Your Artworld Network," offers a straightforward 5-step framework to help you build valuable relationships effortlessly. Gain the tools and confidence you need to create new opportunities and thrive in the art world today. https://cerihand.com/courses/unlock_your_artworld_network/ **** Book a Discovery Call Today To schedule a personalised 1-2-1 coaching session with Ceri or explore our group coaching options, simply email us at [email protected] **** Discover Your Extraordinary Creativity Visit www.cerihand.com to learn how we can help you become an extraordinary creative. This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/