If we think consumers are looking at arts organizations just to experience great art, we’ve got it all wrong. Instead, customers are “hiring” organizations to solve a problem, meet a need, or do a job they need done in their life. That’s 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, who's a former opera singer, joins Aubrey to talk about the Jobs to Be Done framework through an arts lens to better market to new audiences.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.Visit Ruth’s website and subscribe to her arts marketing hall of fame at https://www.cultureforhire.com/.