To sell something, you need to understand your audience

The transcript narrates a story about Gerry, who was appointed as the chairman of the Arts Council with the task of reducing its budget. Initially aligned with this goal, Gerry's perspective changed after recognizing the Arts Council's cultural and economic contributions. He then devised a clever strategy to persuade Prime Minister Tony Blair and Chancellor Gordon Brown to increase funding, appealing to Blair's vanity and Brown's frugality. Gerry's approach exemplified his charm and understanding of his audience, making a large sum of money seem insignificant.

What was Gerry's initial task when he was appointed as the chairman of the Arts Council?

• To maintain the current budget

• To increase the budget significantly

• To focus on international collaborations

• To slash the budget

What realization did Gerry come to after working with the Arts Council?

• The Arts Council should be privatized

• The Arts Council should focus on local artists

• The Arts Council needed more funding

• The Arts Council was ineffective

How did Gerry justify the need for more funding to Blair and Brown?

• By showing a detailed financial report

• By highlighting the cultural value of the arts

• By emphasizing the need for international recognition

• By comparing the cost to an F11 jet

What was Gerry's approach to appeal to Blair's personality?

• By focusing on educational impacts

• By discussing international politics

• By appealing to Blair's vanity

• By emphasizing economic benefits

How did Gerry make the sum of 200 million seem insignificant?

• By comparing it to the arts budget of other countries

• By showing it as a percentage of GDP

• By relating it to the cost of a single jet

• By comparing it to the national debt