Kristen Olson, Director of Learning Resources for Tessitura Network, writes about what she's learned from producing Tessitura’s Innovator Series. The series of talks, available to watch online, features brief and inspiring presentations by industry innovators, each focused on a single theme to advance insight and innovation in the business of arts and culture. In her insightful article, Kristen writes:

“Know to whom you are speaking” remains a vital guidepost and mantra for innovation in all areas of our organizations... How can you increase the effectiveness of your marketing spend, decrease your costs and more authentically engage with individuals by taking advantage of the data you’re collecting?

She then explores three ideas gleaned from Innovator Series and conference programming in the past year, referencing inspiring talks from organizations including the Goodman Theatre and Museum of Chinese in America.