This week’s blog is uncharacteristcally, perhaps mercifully in the eyes of regular readers, brief.
“Why the short-change?” we hear some of you, or at least Rick’s Mum, cry. It’s because we have one big thought to share and one big question to ask. The thought is one that we presented to the members of the most excellent Plus Tate at the equally marvellous Hepworth Wakefield last week. It was well recieved, which is important, not just because it’s nice not to be booed off the stage from time to time, but because of the seniority of our audience. However it’s also important because if it is only partially accepted and enacted, it could have a profound impact on the cultural sector.
Sorry, did we say brief? Okay, enough sizzle. Here’s the sausage,
GAINING AUDIENCE INSIGHT IS 5% OF THE TASK.
KNOWING HOW TO EXPLOIT IT IS 95% OF THE TASK.
We did say it was big.
Now we know that there will be those out there (you know who are) whose natural inclination is to ask how exactly we arrived at those figures, thus somewhat underling our argument. The important thing however is that there was some acknowledgement amongst those gathered on the banks of the River Calder on two key points.
Firstly, that to fully exploit the value of strategic audience insight requires a sustained commitment to an organisational cultural change (to find out more about our approach you can click here). And secondly, for any such effort to be successful requires both internal commitment from the highest level of the organisation (that’ll be the Director) coupled with external focus from organisations with experience beyond the cultural sector (not wishing to brag but that’ll be us, Muse).
Simple eh? Of course not. But it did spark a lively discussion. And that’s where you the reader come in. The big question.
DO YOU AGREE WITH US?
Of course you may want to know more about how arrived at this point of view. There’s a whole presentation which we’d be pleased to share. But we’d be just as, if not more than happy to hear your thoughts on the matter – simply email jamespage@musestrategy.com with any observations.
Please note, we can only accept replies from anyone not related to Rick. Sorry Mrs Butler. Normal service will be resumed next week.
