Falk masterfully bridges the gap between data-driven business practices and the human-centered mission of museums. His value realization framework provides a practical roadmap for institutions to become truly user-focused while staying true to their core purpose. A must-read for forward-thinking museum leaders.

Chevy Humphrey, PhD, President and CEO, Griffin Museum of Science and Industry, Chicago, USA

John H. Falk's Leaning Into Value is a must-read for museum marketing professionals as the field shifts from traditional metrics, such as revenue and attendance, to a focus on visitor well-being. Falk demonstrates how understanding and prioritizing visitor needs can redefine success, enhance engagement, strengthen market position, and advance the mission of museums. His research is crucial for marketers looking to stay ahead of emerging industry trends.

Derek O'Brien, Chief Marketing Officer, Peabody Essex Museum, Salem, USA

In Leaning into Value, John Falk provides a compelling roadmap for museums ready to prioritize people over products. It’s a must-read for museum leaders seeking to enhance their institution's relevance, impact, and sustainability in a complex world. Falk's approach challenges museums to reimagine their societal role, offering a transformative paradigm for strategic thinking that will shape the future of cultural institutions.

Kyle Bowen, Principal, Museums as Progress, New York

Leaning into Value: Becoming a User-Focused Museum by John H. Falk offers a sobering yet practical view on the evolving role of museums in society. The book helps bridge the gap between how museum users and museum directors think about the purpose and value of museums. Through a clear, step-by-step framework, Falk guides museum leaders in understanding, articulating, and enhancing the well-being of their audiences. By focusing on user experiences and embracing data-driven strategies, this book equips museums to stay relevant, impactful, and sustainable in today’s complex world.

Sofia Widmann, founder and CEO, Museum Booster, Vienna, Austria

Value is both the logical starting point for the existence of a museum and the foundation for its sustainability. This book is the second volume in a series of books on value issues by John H. Falk. The remarkable aspect of the book lies in its touches on the underlying logic of museum development. It reveals that when museum staff, especially leaders, give more weight to value, they are more likely to achieve strategic and tactical success. The key to realizing this value is to be user- focused. Therefore, it can be argued that the key to a museum’s success lies in the value realization process focusing on users. This book intends to show us how this process can be effectively achieved through four key stages–calibration, articulation, creation, and validation. At the same time, it convinces us with data and evidence, rather than subjectivity.

Jingjing Zhou, Professor in the Department of Cultural Heritage and Museology at Fudan University

Leaning into Value is a must for museum heads looking for a roadmap on how to clarify the social contributions of their institutions, with a provocative proposal of analytical tools focused on an in-depth understanding of their audiences to develop a visitor-centered experience.

Perla Labarthe, Director, Museo Frida Kahlo, Mexico City