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

With one foot in the arts sector and the other in the world of business and innovation, Ruth Hartt is leading the charge to rebuild cultural audiences through the power of customer-centric marketing.

Her unique perspective merges nearly two decades of professional experience as an opera singer, choral director, and music educator with deep expertise in customer-centric innovation.

With a mission to revolutionize audience development, Ruth bridges the worlds of business innovation and the arts to help the sector unlock growth and relevance.

Her strategic vision is shaped by nearly eight years’ immersion in business innovation frameworks at the Clayton Christensen Institute for Disruptive Innovation, founded by Harvard Business School’s renowned professor, the Father of Disruptive Innovation.

Learn more here.

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