Does Your Arts Organization Really Know Its Patrons?

A recent Story of Telling post asks, "When did you last spend time watching what your customers do?" Its point is that people's actions can speak louder than words. The post explains: "We tend to think of our customers as intentional, rational human beings -- which is why we spend a lot of our time marketing to their heads. We make and market better products and services by working harder to get a glimpse of their hearts." Jim expresses a similar...

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