The Clyde Fitch Report: My job is to advise companies on how to grow their base of business. The biggest challenge (and most fun part) is not in finding ways to keep an existing base happy and engaged, as vital as that is. It’s in creating ways to attract new audiences — especially the often-forgotten or elusive non-traditional audiences. In the case of professional sports or the arts, this is the non-sports fan or the person who may know little about an art form. Art and sport are just two examples of experience-based products or services, but the goal is the same: find and convert. I like to think of it as “crossing over” — not from this life to the next, not why the chicken went to the other side. As I work with good companies trying to expose their product to new audiences, to expand their supply of go-ers and do-ers, I believe it’s all about attraversiamo.
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