{"id":301741,"date":"2025-06-06T15:44:27","date_gmt":"2025-06-06T13:44:27","guid":{"rendered":"https:\/\/amuseapp.art\/do-you-want-to-save-your-museum-you-have-to-become-something-else\/"},"modified":"2025-06-06T15:44:27","modified_gmt":"2025-06-06T13:44:27","slug":"do-you-want-to-save-your-museum-you-have-to-become-something-else","status":"publish","type":"post","link":"https:\/\/amuseapp.art\/en\/do-you-want-to-save-your-museum-you-have-to-become-something-else\/","title":{"rendered":"Do you want to save your museum? You have to become something else"},"content":{"rendered":"<h5 style=\"text-align: center;\">Because looking only at the strategies of other cultural institutions won&#8217;t get you far<\/h5>\n<p><span style=\"font-weight: 400;\">I am a huge fan of TV series.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You know <\/span><b>Arrow<\/b><span style=\"font-weight: 400;\">?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Billionaire playboy, <\/span><b>Oliver Queen<\/b><span style=\"font-weight: 400;\">, whom everyone believes died in a shipwreck, returns to Starling City after five years spent on a desert island, rekindles his relationships and decides to fight wealthy criminals as a hooded vigilante, following a list left to him by his father.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It has always been one of my favorites for:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the <strong>ability to<\/strong> <\/span><strong>tell<\/strong><span style=\"font-weight: 400;\"> at its best that human part that in many superheroes seems to be all too stunted and left on the margins.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">the <\/span><strong>mission<\/strong><span style=\"font-weight: 400;\"> of the hero, which takes on even more value at the end of the last season: <\/span><i><span style=\"font-weight: 400;\">\u201cFor five years, I was stranded on an island with only one goal: to survive. Now I will fulfill my father&#8217;s dying wish to use the list of names he left me and bring down those who are poisoning my city. To do this, I must become someone else.\u201d<\/span><\/i><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let me now tell you why the last sentence. <\/span><i><span style=\"font-weight: 400;\">\u201cI must become something else\u201d<\/span><\/i><span style=\"font-weight: 400;\"> has become a mantra for me.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It happened as a result of another \u201cencounter.\u201d<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Jay Abraham&#8217;s teaching<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once I finished college I could very well have sought an internship like many of my former colleagues, in a museum or institution, but I came out of my thesis discussion with two questions in my mind:  <\/span><\/p>\n<h3><i><span style=\"font-weight: 400;\">\u201cHow could I effectively help museums by being within a world ruled by professors, academics, administrators, who were making gospel of words written 30 years earlier in reference to a rapidly evolving world?\u201d<\/span><\/i><\/h3>\n<h3><i><span style=\"font-weight: 400;\">\u201cHow could I fight the hardliners according to whom teaching Art History in recent years came before planning, promoting and managing a museum where the same art was on display?\u201d<\/span><\/i><\/h3>\n<p><span style=\"font-weight: 400;\">I then began to approach different subjects, never touched or only slightly during academic courses, which ranged from business to marketing, from sales to technology.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Along this path, between a book and a conference, I came across the following. <\/span><b>Jay Abraham<\/b><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">one of the highest paid consultants in the world, known for developing strategies for direct response marketing, the architect of Anthony Robbins&#8217; fortune. <\/span> <\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-6872\" src=\"http:\/\/amuseapp.it\/wp-content\/uploads\/2020\/03\/Schermata-2020-03-01-alle-16.27.40.png\" alt=\"\" width=\"1788\" height=\"1192\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/03\/Schermata-2020-03-01-alle-16.27.40.png 1788w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/03\/Schermata-2020-03-01-alle-16.27.40-300x200.png 300w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/03\/Schermata-2020-03-01-alle-16.27.40-768x512.png 768w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/03\/Schermata-2020-03-01-alle-16.27.40-1024x683.png 1024w\" sizes=\"(max-width: 1788px) 100vw, 1788px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">One sentence of his in particular has stuck in my mind:  <\/span><\/p>\n<h3><i><span style=\"font-weight: 400;\">&#8220;The secret is not to ignore the competition or watch them to copy.  <\/span><\/i><\/h3>\n<h3><i><span style=\"font-weight: 400;\">The real secret is to look at the competition to have the knowledge that we are completely different.&#8221;<\/span><\/i><span style=\"font-weight: 400;\"> <\/span><\/h3>\n<p><span style=\"font-weight: 400;\">At that moment I realized that to help a museum I could not work from within that kind of ecosystem and copy the activities of other museums.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This paradigm shift helped me to take courage and <\/span><b>leave the world of culture<\/b><span style=\"font-weight: 400;\">. <\/span> <\/p>\n<h2><span style=\"font-weight: 400;\">The birth of the Amuse Method  <\/span><\/h2>\n<p><span style=\"font-weight: 400;\">My goal was one. To give the world of culture a chance to   <\/span><b>remain competitive<\/b><span style=\"font-weight: 400;\"> in a market that was changing dramatically. <\/span> <\/p>\n<p><span style=\"font-weight: 400;\">I thus began to structure in 2015 what would later become the <\/span><b>Amuse\u00ae Method<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">taking cues from other industries, completely different from the one I was in and from companies completely unrelated to the cultural world;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">trying to figure out which models were really working;  <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Carefully defining the audience, educating the visitor;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">looking at businesses such as <\/span><b>Amazon<\/b><span style=\"font-weight: 400;\">, <\/span><b>Netflix<\/b><b>, Disney<\/b><span style=\"font-weight: 400;\">, <\/span><b>Uber<\/b><b>, Starbucks, <\/b>&#8230; <span style=\"font-weight: 400;\">; <\/span> <\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">studying the most revolutionary and disparate marketing principles.  <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Now it&#8217;s up to you.  <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have two roads ahead:  <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">you can continue doing the same things you are doing now, copying the realities that are doing certain things badly and hoping to survive.  <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">you can try to learn principles of management and marketing that are not currently being applied in many museums but that I have chronicled in the book <\/span><a href=\"http:\/\/www.ognimaledettomuseo.com\/\"><b>Every Damn Museum<\/b><\/a><span style=\"font-weight: 400;\">. <\/span> <\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-6832\" src=\"http:\/\/amuseapp.it\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK.jpg\" alt=\"\" width=\"1584\" height=\"396\" srcset=\"https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK.jpg 1584w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK-300x75.jpg 300w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK-768x192.jpg 768w, https:\/\/amuseapp.art\/wp-content\/uploads\/2020\/02\/OMM_copertina_LINK-1024x256.jpg 1024w\" sizes=\"(max-width: 1584px) 100vw, 1584px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">I hope and wish that you will take the latter path, since you are reading this article.  <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Because looking only at the strategies of other cultural institutions won&#8217;t get you far I am a huge fan of TV series. You know Arrow? Billionaire playboy, Oliver Queen, whom everyone believes died in a shipwreck, returns to Starling City after five years spent on a desert island, rekindles his relationships and decides to fight [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":295897,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[127],"tags":[],"class_list":["post-301741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Do you want to save your museum? 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