Cinnabar Bridge

February 13, 2009

Context matters

Filed under: books,marketing | sales — phwebnet @ 5:28 pm
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My president’s letter for the BAIPA News [January 2009]

I read an article the other day about a fine classical musician playing his Stradivarius violin in the subway in Washington DC during rush hour. The experiment, by the Washington Post, was filmed to see what would happen.

The violinist, Joshua Bell, played for 43 minutes while 1097 people passed by. The environment he was playing in was at the top of some escalators with a shoeshine stand and a busy kiosk selling lottery tickets, magazines and newspapers nearby. Nothing happened for three minutes – when someone actually looked at him playing. He got his first donation soon after. No one even stopped to listen until six minutes had passed. In all, seven people stopped to listen for at last one minute — 7 out of 1097. Less than 1%.



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