That knowing how your audiences, and as importantly those who
don't attend right now, feel about their lives becomes the guide for
how you tell the story of what you have to offer them, becomes the guide for
how you define the promise you want to make.
This picture of a bee comes from the floor of the Battersea Art Centre in London,
built with small subscription gifts from many hundreds of Victorians who wanted
a community based arts building.
The motto inscribed near the bees, which are a symbol of industry and
collective effort, translates as, not for me, not for you, but for us.
It may be that our biggest value, is that we care about us as an idea, and
as a necessity if we're to advance as a society.
The basis of our invitation, the promise we should make,
needs to be both broad in scope, and specific to the needs and
desires of our audiences, if we want to ask people to give us time,
money, and loyalty, if we want to ask people to become part of us.
[MUSIC]