Introduction -- Magnetism and the art of engagement -- Build core alignment -- Philbrook museum of art : aligning through vision and values -- Embrace 360 engagement -- Conner prairie interactive history park : embracing 360o engagement -- Empower others -- Chrysler museum of art : serve first, lead second -- Widen the circle and invite the outside in children's museum pittsburgh : the power of 'yes' -- Become essential -- Natural science center of greensboro : turning outward to meet real needs -- Build trust through high performance -- The franklin institute : righting the ship -- On becoming magnetic -- Appendices -- Appendix A: methodology -- Appendix B: stakeholder interview list -- Appendix C: magnetic museum self-assessment tool -- Acknowledgements -- About the authors -- Index.