Personal Branding and the Most Expensive Photograph Ever Sold

by | Dec 15, 2014 | Sales Motiviation

Phantom by Peter Lik

By Jeff Beals

You are looking at the most expensive photograph ever sold.

A collector recently paid $6.5 million for the original. It’s called “Phantom” and was shot by Peter Lik, an Australian-born photographer who now works in the United States.

Lik captured this image at Arizona’s Antelope Canyon, a geologically unique slot canyon located on Navajo land. Lik considers it to be “one of the most powerful” photos he has ever created.

The photograph is beautiful. Stunning. Frankly, it’s unlike anything I have ever seen.

But would you pay $6.5 million for it?

Would you be even less inclined to pay that money if you knew several other photographers have captured the almost same image?

My good friend Brad Williams is an accomplished photographer who has spent countless hours photographing the American Southwest. He tells me that several photographers have taken very similar shots in the exact same place. Yet their photos sell for just the tiniest fraction of Lik’s big-money shot.

Why is that? It’s the power of personal branding!

Lik is famous in the photography world. He has made a huge name for himself shooting artistic, panoramic landscapes. According to “The Creator’s Project,” Lik is now responsible for four of the 20 most expensive photographs ever.

I have long extolled the benefits of personal branding. No matter what you do, you benefit when a large number of people know your name and have a positive feeling associated with it. The buyer who invested all those millions of dollars to own one single photograph was buying a name along with the art.

Just like Peter Lik, you must do excellent work but along with that, build up your name. A highly respected and widely recognized personal brand simply makes life easier. It very well could make your life more profitable as well.

Jeff Beals is a professional speaker and award-winning author, who helps companies increase their profits and associations achieve their missions through effective sales, marketing and personal branding techniques.  He delivers energetic and humorous keynote speeches and workshops to audiences worldwide. 

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Jeff Beals helps you find better prospects, close more deals and capture greater market share. He is an international award-winning author, sought-after keynote speaker, and accomplished sales consultant. He delivers compelling speeches and sales-training workshops worldwide. He has spoken in 5 countries and 41 states. A frequent media guest, Jeff has been featured in Investor’s Business Daily, USA Today, Men’s Health, Chicago Tribune and The New York Times.

To discuss booking a presentation, go to or send an email to

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