It's not often that one of the most effective books on marketing is not a marketing book at all. Such is the case with Deep Survival by Laurence Gonzales.
This book was first brought to our attention by a social media post from Roy Wilbur, Senior Marketing Specialist for the Pew Center for Arts & Heritage.
The book was the focal point of a keynote address by Diane Ragsdale, Associate Program Director of the Andrew W. Mellon Foundation, delivered at the annual meeting of the Arts Alliance of Illinois. A transcript of her remarks is also available for download.
The book tracks the five stages of being lost, borrowing from the five stages of grief -- denial, anger, bargaining, depression and acceptance. Gonzales and Ragsdale propose that the final stage -- acceptance -- is the true differentiator on survival. Ragsdale proposes that it is the acceptance of necessary change that separates the arts organizations that will survive from those who may not.
To learn more, visit the official book website. To join the discussion, visit us on Facebook.