How to build a loyal audience while the world keeps changing

How do cultural institutions lead change while staying creative, audience-focused, revenue-driven and true to their purpose? In this episode of Leaders with Purpose, Lou Lai, Chief Strategy and Transformation Officer at Manifesto, is joined by Josephine Chanter, Deputy Director of the Design Museum, to explore what it takes to lead transformation across one of the UK’s most recognised cultural institutions. Josephine shares her journey from political lobbying and communications into the culture sector, reflecting on two decades at the Design Museum and the lessons she has learned about leadership, audience engagement and loyalty, decision-making and change. She also discusses women in leadership, including what it means to be a present as a leader, how to create safe spaces for teams to challenge the status quo, and why cultural organisations need to meet audiences where they are while still inspiring them to think differently. Topics covered include: 00:00 Introduction to Josephine Chanter and the Design Museum 00:54 Josephine’s journey into the culture sector 04:43 Leading change at the Design Museum 12:42 Helping teams navigate transformation and ambiguity 17:09 Building an audience strategy for the future 21:51 Loyalty, relevance and meeting audiences where they are 24:38 Mentoring, support and women in leadership 32:34 Rethinking boardrooms and better governance 36:53 Creating autonomy, trust and safer decision-making 42:05 Challenging “we’ve always done it this way” 48:49 How technology, AI and Instagram are changing audience behaviour 55:20 Measuring impact and making better decisions 56:34 Advice for the next generation of cultural leaders 57:51 What’s next for Josephine and the Design Museum This conversation offers valuable insight into cultural leadership, audience strategy, digital transformation, governance, women in leadership and leading change with clarity and purpose. Subscribe for more conversations on charity leadership, cultural organisations, nonprofit strategy, digital transformation, governance and social impact. Subscribe to the podcast: Spotify: https://open.spotify.com/show/78ASRJjPQjcijfeFxyiafX?si=41269ee0af1a468d Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-with-purpose/id1836126863 Amazon Music: https://music.amazon.co.uk/podcasts/ad0874f0-68de-4c21-a3e2-e08dfe71597a/leaders-with-purpose Connect with us: Josephine Chanter: https://www.linkedin.com/in/josephine-chanter/ Louise Lai: https://www.linkedin.com/in/louise-lai-3958962a/ Manifesto: https://manifesto.co.uk/