With a distinguished career in classical music and Opera as a singer and vocal coach, Ruth Hartt has witnessed the struggles those organizations face to retain and grow their audiences. Ruth is also the the Chief of Staff for the Christensen Institute, a non profit, non partisan think tank. Ruth has used this knowledge to help classical music businesses grow through the Jobs To Be Done methodology.

"People don't buy because of who they are. People buy because of who they want to become."

In classical music especially, much of the marketing data doesn't address what causes people to purchase tickets to an event. The data can be confusing. Jobs to Be Done focuses on their motivation, the experience, clients want to have. 

It's a fascinating universal theory that any organization, non profit, small business can utilize. Ruth calls it "Space To Breathe" marketing. Find out more about Ruth on her blog: https://www.cultureforhire.com/ . A huge resource for all arts administrators, artists and all businesses.

Stay Amazing!