From Fast­Com­pany: Marketing managers for major orches­tras had always assumed that convincing people to give the symphony a try was the key to gaining subscribers. “Get people through the doors!” was their mantra, assuming that the sheer beauty of the music would lure them back.

But when they actu­ally studied the numbers, they discov­ered that getting new people wasn’t the problem. They weren’t passing the audi­tion. Customer churn was killing these orches­tras. It turns out the secret to unlocking demand for clas­sical music — as for most prod­ucts — is discarding the Myth of the Average Customer. Designing a product offer to appeal to one arche­typal customer is always wasteful — one size fits few, not all. Instead, demand creators have to constantly focus on demand vari­a­tion, asking how customers differ from one another and how those differ­ences impact demand. This process of “de-aver­aging” can be complex, but it offers huge oppor­tu­ni­ties. · Go to How symphonies grew strong audi­ences by killing the myth of the average consumer →