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

"If you always do what you've always done, you will always get what you've always got..."

The adage has been attributed to Albert Einstein, Henry Ford, even Mark Twain. Men of innovation and creativity. Drivers of change. It could just as easily be the mantra of arts, culture and heritage organisations today as we battle for resilience, to extend our reach and maintain our relevance in an ever more unpredictable environment. Luckily for us, creativity is the lifeblood of innovation, so this month we're considering how cultural organisations can start doing the yet-to-be done, in order to get the yet-to-be got.