Manifesto for Audience Focus

The experience of no (physical) audience during lockdown made even more obvious how central audiences are for our cultural organisations. Now is the time to really develop our audience centricity.

I have reflected on what I learned from my different experiences as a consultant, working at Tate and, before that, working in branded consumer goods, as well as from engaging with human-centred design more recently.

The result – a Manifesto for Audience Focus. Read and/or download the Manifesto here.

Do you have any thoughts about the Manifesto? Suggestions what should be added?Any questions? I welcome your feedback, please get in touch.

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Image: Stefan Cosma on Unsplash

Customer-centric culture – only a buzz word?

Is customer centricity only a buzz word?

Many companies pay lip service to being customer-centric, but don’t actually put it into practice. When used primarily as a buzzword, it’s no surprise the results are only buzzword-deep” says the Marketoonist and shares some data: The CMO Council found that “only 14 percent of marketers would say that customer-centricity is a hallmark of their companies, and only 11 percent believe their customers would agree with that characterization.”

I wonder whether one of the reasons might be that it is left to the marketing people and not approached in a multi-functional way?

See his cartoon below and read on at Marketoonist.

If you are looking for a way to place audiences at the centre of your organisation, have a look at Tear Up the Audience Rulebook – a transformational workshop methodology developed and facilitated by InsightUnlocked in collaboration with Sally Manuireva Consulting
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