Pricing

The Easiest Mistake in the World to Make About Pricing …

… is thinking there is such a thing as a “discount buyer.”And I can prove it to you.Next time you’re gathering six or eight of your co-workers for a meeting and have a few minutes before it gets started, do this little experiment.Ask the group if any of them have a band or musical act that they really, really like but that most people in the room aren’t likely to know. Most people will have one.Pick one of these...

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ICYMI

In Case You Missed It

A few interesting stories we came across this week ...Our CEO Jim McCarthy explains why a packed venue isn't always a sign of success, just like a half-full one isn't a sign of failure.Inc. reporter Ilan Mochari offers a few clues to help figure out when a good idea's gone bad, including finding a "devil's advocate" you can trust.A little good news: The San Diego Opera may be saved after all. Pam Kragen at UT San Diego reports the...

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Innovation

Never Use Apple as an Example

Do you read business books? I go through phases, but every time I read a few, I’m eventually reminded of why I stopped: most of them are useless. And dull.What happens to me is that I stumble across a good one, and I tell myself there must be “more like this out there.” My quest begins, and if I’m lucky with one or two more, I keep going. Eventually, my luck runs out. The law of averages kicks in,...

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Picture Perfect

Picture Perfect

From time to time, we stumble across event art that’s so good, we feel compelled to share. And if you don’t know why event art is important, read this. Event image for Miley Montana: The Musical at Second City Studio Theatre in Los Angeles.

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Marketing

The Strength of Unbalance

Recently, I talked about how some Broadway marketers are troubled by the relative lack of straight men coming to Broadway shows compared to the past. The thought there is that these men are a good, lucrative audience that they’re missing.That may well be true, but hidden inside that thought is the assumption that it would be better to have a “balanced” audience of men and women, or at least something closer to balance.Sometimes though, balance doesn’t make sense or...

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