Loves Me Some Museum 2.0


...Nina -- Late in the book, you introduce Crawford and Mathew’s value matrix of five essential consumer values: access, experience, price, service, and product. You note that their research showed that the most successful businesses seek to dominate in only one area, be distinguished in another, and acceptable in the final three. Museums are very used to trying to be all things to all people. How do you recommend institutions prioritizing their focus?

John: I was quite taken by Crawford and Mathew’s notion that to try to be excellent at everything is a recipe for bankruptcy...

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