E111: Ruth Hartt - An Opera Singer Walks Into a Think Tank and Meets a Theory

Ben & Jay dig again into Jobs to Be Done, this time from a fascinating perspective with Ruth Hartt, Chief of Staff to the President at the Christensen Institute and creator of Culture for Hire.  Ruth, a former opera singer and vocal teacher, is passionate about bringing customer-centric innovation to arts marketing.  Classical music audiences have declined nearly 50% since 1997.  Hear how Ruth applies Jobs to Be Done theory to help arts organizations reverse this trend and expand their notion of their audience and how reach them.  The Art of Relevance by Nina SimonAll Things Twitter:Ruth HarttA Sherpa's Guide to InnovationBen TingeyJay GerhartSupport the show