Andrew McIntyre explores how to review your organisation’s vision and future direction to develop both art and audience. This is a transcript from Andrew’s masterclass at AMA Conference 2013.
Ivan Wadeson investigates the relationship of the mission statement to audiences, visitors and participants – the public.
Owning a bold vision is vital to inform a mission statement that everyone in your organisation can buy into. How audience focused is your organisation’s mission statement? Is it just a list of what you do? Or does it tell people why you do it and what’s in it for them? It’s easy to prove that you are keeping your promises if … Read more
A personal or company vision gives you a sense of how things could be. It’s your ideal future, it says what you, or even the world, could become (as opposed to your mission statement which reminds you of your more immediate purpose in terms of who, what, why and where). Einstein famously called the imagination a ‘preview of life’s coming attractions’ which hints at the … Read more
Morris Hargreaves McIntyre detail seven pillars for arts organisations to potentially transform their audience development focus: vision-led, brand-driven, outcome-orientated, inter-disciplinary, insight-guided, interactively-engaged, and personalised.
Report on a day event held by the AMA in 2007, which looked at arts organisations’ mission and vision statements.