A pandemic silver lining

Written By Ruth Hartt

Amidst all of the difficulties that the pandemic brought to the arts sector, here's one silver lining:
 
In a recent podcast interview with Capacity Interactive, Colleen Dilenschneider pointed to how the covid lockdown forced cultural organizations to "prove that they were relevant beyond their walls."

The result? A significant shift in messaging from "come visit us" to "here's how we can help."
 
This pivot away from the EGOCENTRIC approach to an EMPATHETIC one is powerful—and it's already making a difference in consumer perceptions of cultural organizations, according to Dilenschneider.

I'm not surprised.
 
The Jobs to Be Done framework tells us that consumers are much more inclined to pay attention to marketing that acknowledges their real world context and offers a solution to their struggles.

How will you center the customer in your 2023 marketing? Get your inspiration from the Arts Marketing Hall of Fame.

Ruth Hartt

Ruth is a former opera singer who swapped the stage for the world of business innovation. Now she helps cultural organizations achieve radical growth by championing a radically customer-first model.

Combining her background as an artist with eight years as Chief of Staff at the Clayton Christensen Institute for Disruptive Innovation—a globally recognized authority on business and social transformation—Ruth helps visionary arts leaders dream big, think boldly, and redefine what’s possible.

A sought-after speaker, Ruth equips arts organizations with the strategies they need to adapt, engage new audiences, and thrive in a rapidly evolving landscape.

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