The Five-Step Framework for Relevance

Craft a customer-first value proposition—one helps the right people instantly recognize that your offering is exactly what they need.

What’s Inside:

✔️ The 5 critical questions your value proposition must answer
✔️ A proven framework rooted in business model innovation and demand-side strategy
✔️ A step-by-step, fill-in-the-blank template to sharpen your messaging
✔️ 10 pages of insights to shift your thinking—from product-first to customer-first

  • “You've completely changed the way we talked about our concert series. By implementing the customer-first model, we MORE THAN DOUBLED ATTENDANCE at a recent concert compared to our past season’s average.”

    – George Fergus, Artistic Director, Musica Atlantica

  • “What I have learned from you has been SO VALUABLE. Nearly 1,100 people took part in our inaugural weekend! The turnout exceeded all expectations and I am so grateful for your approachable, actionable teachings.”

    —Tekla Cunningham, Founder, Seattle Bach Festival

  • "Ruth ignited our marketing, development, programming and venue hire teams with excellent, tangible recommendations that will now play a critical role in Melbourne Recital Centre’s next chapter."

    —Latoyah Forsyth, Head of Marketing and Visitor Experience, Melbourne Recital Centre

  • "Ruth has an extraordinary vision for arts marketing, and the arts sector needs it now."

    —Mark Schaefer, Author of Marketing Rebellion and Belonging to the Brand

  • "This may well be the salvation that audience-hungry arts marketers are searching for."

    —Trevor O’Donnell, Author of Marketing the Arts to Death

  • "For any org wanting to center their customer and community, Ruth's thinking on this topic is hands down the best I've ever seen."

    —Aubrey Bergauer, Changing the Narrative

  • “Ruth is a champion for your patrons. She sets aside all of the expertise and just asks one simple question: What matters to your customers? It's revolutionary.”

    —Sean Kelly, Founder, Vatic

  • "...an incredible thought leader. Ruth's insight is what we need to hear as a sector right now. "

    —Sarah Weber, Executive Director, Association of California Symphony Orchestras

  • "So grateful that Ruth is not only putting the Jobs to Be Done framework out there, but also providing illustrations on how to enact it."

    —Timothy Myers, Music Director, Austin Opera and Music Director, Spoleto Festival USA

  • “The room was vibrating during Ruth’s Chorus America plenary...lightbulbs were going off, pens were furiously writing.”

    —Alex Gartner, Artistic & Executive Director, Pensacola Children’s Chorus

  • “Thank you for delivering two remarkable presentations. Your work is transformative!”

    —Kevin Eberle-Noel, Executive Director, Redlands Symphony

  • "You were spectacular and opened up a host of necessary questions with which we need to grapple. It was a terrific session."

    —Nick Adams, Executive Director, Cantata Singers

  • “This is one of the most, if not the most, important presentations in my life. Thank you from the bottom of my heart.”

    —Thomas Cooke, President, Voce

  • "I turned the camera outward—and was awarded the full grant amount I asked for. I've found a new energy in tackling grants from this customer-centric paradigm, and I have A LOT of science, data, and language to use while doing so."

    —John Wilson Director of Cultural Arts, Jewish Community Center of Saint Louis