Affection Management

Lightning Talk
Luis Mendes, Brazil

The general idea of a museum is focusing on the major league institutions: Tate, MoMA, Guggenheim, Louvre. How can a small museum compete in this game? We may take a lesson from the movie Moneyball, if we switch the analytical-evidence-based approach to assembling a competitive baseball team, to audience-mapping approach based on Affection Management.