Each month we delve into an aspect of our work and your contributions to and opportunities in The Audience Agency community.

"To have great poets, there must be great audiences too."

Walt Whitman

When your business is the creation and curation of great cultural experiences, it's essential to be focused on the art. However, we believe that a cultural experience may only be as great as the audience that enjoys it. Being vigilant about putting your audience at the forefront of your thinking can transform not only the way art is experienced, but the very way you conceive of and create the work itself. This month we've compiled some arguments for and examples of user-centred design as a force for greatness in arts, culture, and heritage.