Marketing that focuses on the art or artists is no longer effective for sales. Instead, marketing that focuses on the customer grows sales revenue. That's because today, audiences “hire” organizations to solve a problem, meet a need, or do a job they need done in their life. This is the premise of Jobs to Be Done Theory, developed by Harvard Business Professor Clayton Christensen. In this episode, Clayton Christensen Institute Chief of Staff Ruth Hartt joins Aubrey to talk about the Jobs to Be Done framework through an arts marketing lens. Ruth also shares examples from the wild — real classical music ads done right and wrong — as she unpacks Jobs to Be Done Theory. If you want to see the visuals Ruth talks about, you can watch that part of the conversation here. See Ruth’s website and subscribe to her arts marketing hall of fame.