It seems absurd to think, in this age of endless entertainment choice, that classical music is truly falling off the map, as so many self-styled experts claim. The real problem may actually be the opposite: “the challenge for classical music ahead is not that people constantly fired upon by the mass-marketing budgets of commercial music won’t know how to relate to Brahms and Ravel. The danger, rather, is unexpected: that there is so much classical music around in this golden age of choice that it is ceasing to be special.” So what’s the solution? Try a little personal connection, and give your customers a sense that they’re truly important to you.