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.