The arts sector has relied on product-centric marketing for decades. This might have worked before the internet, but our world has changed profoundly in our lifetime. In today’s digital, global, customer-controlled world, the product-centric approach has become, at best, ineffective, and, at worst, a total turnoff. If you want the kind of change that will actually move the needle, you've got to stop driving away potential patrons with egocentric marketing that ignores them, and start centering the customer.