Art institutions are facing very difficult challenges, like other cultural institutions such as orchestra and galleries. Changing demographics and access to different media have left many institutions in financial pressures. They have become less relevant to the younger generation, who wants to consume art and music freely and in their own schedule and terms and at the same time, they are losing the older generation who has become the main source of revenue. They need to find a new business model and a new way of operating in this changing environment. Jeff and his team worked with several members of the Association of Art Museum Directors (AAMD) to help these museums to reinvent themselves.