We’re talking about advocacy for the arts over the next few days. Specifically, what's our value... not only to our loyal patrons but also to those with whom we may not have engaged yet. In the human centered design world, that's called sampling extreme users. It's an incredibly valuable practice that helps us better understand our community and our customers. Professor of Management at the Ross School of Business at the University of Michigan, Jeffrey Sanchez-Burks discusses how looking at both extremes – those who participate every day and those who never come at all – leads you to a better understanding of what the common ground is.
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