Intro -- List of Figures and Tables -- Foreword -- Preface -- Thinking Differently about Membership -- A Framework for Innovation -- Looking for the Bright Spots -- Who This Book Is For -- A Note about the Numbers -- Limitations and Assumptions -- Getting Started -- Acknowledgments -- PART ONE -- 1 New Realities -- Downtrend in Cultural Attendance -- The Bottom Line -- 2 Microtrends and Major Shifts -- The Next Great Generation -- The Missing Audience -- Mindset and Micro-Moments -- Meet Them Where They Are -- 3 The Writing on the Wall -- A Tipping Point -- To Join or Not to Join Giving and Owning -- Any Color You Want -- 4 Silos, Sacred Cows, and Spaghetti Sauce -- Talk Is Cheap -- True But Useless -- Getting Unstuck -- PART TWO -- 5 Making the Future -- Milkshakes and Motivations -- Motivations of Museum Visitors -- Making the Future -- The Upside of Experimentation -- Tomorrow's Success Stories -- 6 Everything Matters -- Nudges and Shoves -- The Endowment Effect -- Influential by Default -- The Paradox of Choice -- The Decoy Effect -- Influencing Choices -- The Ethics of Nudging -- 7 Members, Motives, and Mixed Messages -- One Membership, Two Very Different Customers--Smiles and Frowns -- Identity and a Sense of Self -- Gifts and Glows -- The One-for-One Model -- Why Do Members Join? -- Loyalty and Member Involvement -- Why Membership? -- 8 The Perfect Mix -- The Perfect Mix -- An Essential Ingredient -- Right Place, Right Time, Right Message -- Pricing Psychology -- The Power of Price -- The Rise of New Admissions Models -- Anchors Aweigh! -- The Pain of Paying -- You Really Do Get What You Pay For -- The Irresistible Allure of Free -- Making Membership Easy to Say Yes To -- Mixing It Up -- PART THREE -- 9 Asking the Right Questions Never Let the Facts Get in the Way of a Good Theory -- The Trouble with Asking Questions -- Leading Questions -- Loaded Questions -- Double-Barreled Questions -- Absolutes -- Sampling Bias -- Lies and the Liars That Tell Them -- When to Ask Why -- The Five Whys -- Asking Better Questions -- 10 Empathy, Emotion, and Experiences -- The Loneliness Epidemic -- Building a Practice of Empathy -- From Touchpoints to Journeys -- Creating an Emotional Connection -- Meeting Audiences Where They Are -- Reaching New Audiences through Crowdfunding -- Tapping into the Experience Economy 11 A Framework for Innovation -- Reinventing the Membership Business Model -- Experimenting with New Membership Business Models -- The Emerging Field of Service Design -- Thinking Like a Designer -- The Five Modules of Design Thinking -- Designing on the Edge -- 12 Innovation as a Core Competency -- Tuning the Performance Engine of Membership -- Measuring What Matters -- Process Behavior Charts -- Cohort Analysis -- Implementing Validated Learning -- Developing an Innovation Practice -- Try Something -- Parting Thoughts -- About the Author