Before you pull the trigger on that gorgeous video ad

Written By Ruth Hartt

Before you pull the trigger on that gorgeous video ad; before you click "send" on that brilliant social media campaign; ask yourself one simple question:

Will our Outsiders care? Or is this only meant for our Insiders?

Because if your Outsiders don't know anything about the art you're describing, or aren't familiar with the artist whose image you're featuring, or can't connect with the content because they don't have context for it—

it won't grow your audiences one bit.

Ruth Hartt

Ruth is an opera singer who swapped the stage for the world of business innovation. Now she helps cultural organizations ignite radical growth by championing a radically customer-first model.

Blending deep arts and nonprofit experience with eight years as Chief of Staff at the Clayton Christensen Institute for Disruptive Innovation—a globally recognized authority on business and social transformation—Ruth equips visionary arts leaders with the strategies to redefine relevance, expand markets, and unlock new demand.

A frequent speaker at industry conferences and dual-certified in digital marketing strategy, Ruth empowers organizations to adapt, engage new audiences, and turbocharge relevance.

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