Jean-Claude Larréché, professor at Stanford University has written the book “The Momentum Effect – how to ignite exceptional growth”. His definition of momentum is: “The momentum is a tremendously potent phenomenon by which under specific conditions, exceptional organic growth is created - growth that feeds on itself... momentum growth requires a delicate combination of a number of specific elements, working cooperatively and simultaneously. This combination can occur by chance or by design.”
In the art sector we are very well familiar with theatre productions or art exhibitions that attract big audience groups when we least expect it: An artistic production that just gets the pieces right and the word of mouth effect takes off. I suppose that this word of mouth spin off is a fair part of the momentum effect by chance.
It is difficult for the art sector to secure "word of mouth" about artistic products because of their unpredictable nature. It is therefore difficult for us to design momentum effect. The "product" is partly born in the meeting with its audience, when it is already sold. But if the companies in the 2007 survey answered that momentum effect counted for more than 70% of ROI, then we definitely need tools to design momentum in the art sector.
