ich the artist works.

This means the artist in business.

(1) The artist in business is the man who makes things people already
want enough to make money, and who makes things he is going to make
people want enough to make new values and to be of some use.

(2) The artist in business is the employer who makes new things and men
together. He lets the men who make new things with him become new men;
and when the things are made, they go forth in their turn and make new
men and make new publics. New publics have had to be made for
everything: for the first umbrellas, for the first telephones, the first
typewriters. New publics have had to be made for Wagner, for Sunlight
Soap, for Bernard Shaw; and it is the men who make new publics--be it
for big or little things--who are artists. They are in spirit, prophets,
kings, and world-builders.

(3) Incidentally, the artist in business--the employer who creates new
values and is creative himself--will like creative men in his factory,
and will treat them so that they will put their creativeness into his
business; he not only will be an artist himself, but he will have,
comparatively speaking, a factory full of artists working with him. And
when the factories pour out the men at night, and the smoke and the
murmur cease, and the windows are dark, they will go to creative and
live men's plays.

So it has come to pass that the modern business man of the artist sort
holds the arts of modern times in the hollow of his hand. He is a
past-master of creating new publics.

(4) The artist in business is the man who educates and draws out, at
every point where his business touches them, every day, all day, the men
with whom he works. He educates and develops the men who make the
things. He educates and develops the men who buy them. Even the people
who wish they had bought them, are educated or secreted, by the artist
in business. He is a maker of new publics, a world-builder, whichever
way he turns. A business man who merely makes for people what they want,
and who does not get the prestige with men of making for them things
that they did not know they wanted, is a failure and falls behind in his
business. All the big men in business work in future tenses. They are
prophets, historians, and they are Now-men, men who work by seeing the
truth all round the present moment, the present persons, and the present
market, and before it and behind it. Millionaires who are making their
money