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      <image:caption>Renowned scholar and founder of modern marketing Theodore Levitt once declared, “People don't want to buy a quarter-inch drill. They want a quarter-inch hole!”</image:caption>
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      <image:caption>The Business Model Canvas The “business model canvas” is a tool that can help museum leaders visualize how to incorporate the nine building blocks to develop a comprehensive business model for membership.</image:caption>
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      <image:caption>Roșie Siemer, author of Museum Membership Innovation: Unlocking Ideas for Audience Engagement and Sustainable Revenue</image:caption>
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