How do we sustain relevance and drive participation for the traditional not-for-profit arts in our communities? This is a recurring challenge for the arts and culture field. In his article for the October 27, 2009 issue of Gig Magazine, former NAS Vice President, Jim Rosenberg, suggests that reaching a desired audience requires leaders to focus on the desired customer and work backward to the right artistic work, venue, timing, pricing, etc. This customer-centered approach can serve the core mission of an arts organization if its leaders are willing to challenge the assumptions of the field.
Read the article, "The Normal Approach"