Here at The Disruptive Voice, we've applied the theory of Jobs To Be Done to healthcare, education, poverty, and religion, among many other topics. This week we're considering the reasons that people hire and fire the arts. As COVID-19 continues to shape our communities and lives, we're excited to bring you this timely conversation with Pope Ward, Chief Research Officer at the Advisory Board for the Arts, to discuss the ways in which arts organizations can respond to this moment. The Advisory Board for the Arts (ABA) is the first global company to provide strategic advisory services to arts organizations worldwide, and Pope has conducted dozens of Jobs interviews during his tenure as CRO to better understand the reasons why people engage with the arts. Hosted by Katie Zandbergen, Community Manager at The Forum for Growth & Innovation, Pope discusses standout responses to COVID-19, for instance, at Tsuru Rising and the Geffen Playhouse; Jobs that have emerged or become increasingly significant during the pandemic, protests, and social unrest; and the prospects for arts organizations to meet the moment by cultivating a strategy for innovation centered on the changing needs of audiences.