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

Merging nearly two decades as an opera singer with deep expertise in customer-centric innovation, Ruth Hartt has spent the last five years building the case for a new business model in the arts.

Ruth’s strategic vision is shaped by nine years’ immersion in innovation frameworks at the Christensen Institute for Disruptive Innovation, a globally recognized authority on business and social transformation founded by Harvard Business School’s Clayton Christensen.

Learn more here.

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