Leading by following

In the business world they call it second mover advantage.

Some organization (the first mover) brings a new product, or new idea to the market.  Another organization watches the move, learns from it and then copies it (the second move).

It's called an advantage because the second person can learn from the mistakes the first guy made, copy what they did right and then execute.

How do you get this advantage?

Learn from other people.

Watch what other people do, observe their outcomes and then see what you can do.

Constantly keep your eyes out for arts organization that are marketing or making programming choices you admire.

That's what we did when we marketed the Fugard fest.  We learned from what the Goodman Theatre did with their Eugene O'Neil Festival.

There's power in being a second mover.  You can't follow the pack all the time, but sometimes it is a REALLY smart way to go.