PIVOT: Customer-centric marketing for arts leaders

The biggest breakthroughs in the arts don’t come from fighting harder for the same audience—they happen when organizations redefine who they serve. In this episode of Pivot , I break down Blue Ocean Strategy—the business framework that helped brands like Yellow Tail wine and Nintendo dominate new markets—and show how arts organizations can use it to unlock radical audience growth. If you’re tired...

Is your audience development strategy stuck in the past? In this episode of Pivot, host Ruth Hartt explores why traditional audience strategies are failing in today’s evolving landscape—and what arts organizations can do to ignite radical growth. Discover the power of customer-centric innovation, the untapped potential in new markets, and how a simple shift in focus can transform your messaging, a...

The arts sector has relied on product-centric marketing for decades. This might have worked before the internet, but our world has changed profoundly in our lifetime. In today’s digital, global, customer-controlled world, the product-centric approach has become, at best, ineffective, and, at worst, a total turnoff. If you want the kind of change that will actually move the needle, stop driving awa...

One of the biggest hurdles arts leaders face right now is driving organizational change. And one of the most crucial elements required for successfully driving change is a shared sense of urgency around the need for change.  In this episode I share stats from 40 years of NEA surveys that may help you in your crusade to start shifting the way you do things at your arts organization. To download the...

The  New Bedford Symphony Orchestra , led by  Dave Prentiss  and  Terry Wolkowicz , has been on a remarkable journey powered by a profoundly customer-centric approach. The orchestra's deep commitment to forging connections through innovative educational programming and meaningful outreach has helped them double their budget over the last 8 years—while also increasing their concert offerings by...

An award-winning choreographer, professional dancer, producer, teaching artist and speaker, Dominic Moore-Dunson believes that the future of the arts sector depends on arts organizations becoming community organizations.

Juilliard-trained pianist and board-certified music therapist Renate Rohlfing is passionate about creating projects that use musical and creative resources to solve challenges, process grief, enhance connections and empower communities affected by violence. In this episode you'll learn about how she is drawing on the power of music to help her patients heal—and how art can be a powerful vehicl...

Join me for an inspiring conversation about rebuilding audiences and growing relevance with Holly Mulcahy, arts innovator and violinist extraordinaire. We talk about embracing the Outsider's perspective, growing emotional bonds to your organization by creating community, and a signature drink called The Blue Electra. Concertmaster, soloist, and founder of Arts Capacity—a nonprofit that brings...

In this episode you'll hear from Emily Isaacson , founder of Portland's Classical Uprising , about how her org is rethinking what classical music concerts should be in 2022, with a tenacious focus on community and approachability. We'll be exploring these ideas through the lens of Priya Parker 's The Art of Gathering.

In this episode you'll hear from Bourby Webster , founder of the Perth Symphony Orchestra , on how the PSO has redefined their purpose and reinvented the audience experience. The result? The PSO has rapidly become one of the largest arts organizations in Western Australia, regularly performing to capacity audiences.