Rocket Fuel for Visionary Arts Leaders
Precision-driven strategies to unlock transformative growth
NEXT-LEVEL GROWTH
You’ve mastered the status quo. Now, let’s disrupt it with targeted strategies that redefine your market and unlock groundbreaking results.
Consumer behavior has shifted dramatically. It’s time to embrace a new framework for relevance and adopt a radically customer-first model.
Stop asking your target audiences to develop a sudden passion for your art. Instead, simply show them how it delivers something they're already actively seeking—and are already willing to pay for.
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Radical Patron Focus
Unlock untapped growth with the Jobs To Be Done framework, revealing hidden demand and sustainable growth opportunities.
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Strategic Precision
Bring unparalleled precision to your strategy with my four-step GOLD process, aligning your offerings with the outcomes today’s consumer is seeking.
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Market Expansion
Redefine your market and expand beyond traditional audiences, targeting entirely new markets where consumer demand intersects with art’s impact.
Escape the limits of traditional markets.
For decades, arts organizations have relied on a shrinking, oversaturated audience pool. Competing harder for the same patrons won’t drive growth. Expanding your market will.
There’s a better way to grow. Redefine your value proposition and find your ideal customers: the ones already seeking the outcomes your arts organization provides. Let’s discover your untapped potential together.
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"Ruth has an extraordinary vision for arts marketing, and the arts sector needs it now."
—Mark Schaefer, Author of Marketing Rebellion and Belonging to the Brand
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"Ruth ignited our marketing, development, programming and venue hire teams with excellent, tangible recommendations that will now play a critical role in Melbourne Recital Centre’s next chapter."
—Latoyah Forsyth, Head of Marketing and Visitor Experience, Melbourne Recital Centre
MEET RUTH
Hello, Innovator!
I’m a former opera singer who swapped the stage for the world of business innovation. Now, I help cultural organizations achieve radical growth by championing a data-driven, customer-first model.
Blending arts and nonprofit experience with eight years at the Clayton Christensen Institute—a global authority on disruptive innovation—I equip visionary arts leaders with strategies that redefine relevance and unlock new market potential.
A regular speaker at industry conferences, I empower arts organizations to adapt, engage new audiences, and thrive in a rapidly evolving landscape.
Rocket Fuel In Action
What if U.S. orchestras stopped marketing their product, and started marketing the outcomes that consumers actually want?
This simple shift could drive massive growth.
By capturing just 5% of one nontraditional market with this approach, U.S. orchestras could add 10.7 million attendees annually. That’s a potential 62.9% increase in attendance.*
This kind of transformative growth becomes possible when you embrace a radically customer-first model.
Potential Impact of Outcome-Based Marketing on the U.S. Orchestra Sector
*Based on data from League of American Orchestras, Deloitte
Arts audiences have shrunk more than 50%. Will your org survive?
Shifting demographics and new cultural priorities, plus fierce competition online and covid, have led to significant declines across the arts sector. How does your organization compare?"
Find out how your audience measures up and forecast your ten-year trajectory with Vital Signs, your free audience health report.
FORECAST YOUR 10-YEAR TRAJECTORY ➤
Based on data from the National Endowment for the Arts
Customer-First Strategies in Action
Discover five cultural organizations who redefined their relevance and achieved remarkable growth by putting their audiences first.
These case studies illustrate the transformative power of customer-first strategies—the same principles I use to help arts organizations unlock new markets, engage new audiences, and drive sustainable growth.
