No more visitors, no more revenue. It’s as simple as that. What’s a museum to do in this unprecedented time? The prediction is that museums will start augmenting their online presence, but what will they say? This should be a time to do more than remind people museums simply exist. Is it enough to offer online tours?

The coronavirus outbreak should make museums and other cultural institutions stop and ask themselves: can our tried-and-true business model and our assumptions about our public value render us vulnerable to the disruptions a global pandemic may inflict? Relying on visitorship for your survival may no longer be a satisfactory approach. You’re storytellers. How do you get your story out and keep people engaged if they stop coming?

How are you building trust in the power of your purpose? Storytelling is not a marginal activity, and your ability to produce a steady supply of fresh and compelling stories is more critical than ever.