When we as musical artists and performing arts organizations consider our target audiences, it is critical that we clearly understand the value of our product. A key component of our value proposition, as Yo-Yo Ma, the neurologist and author Oliver Sacks and U.S. Surgeon General Dr. Vivek Murthy have articulated, is connection: connection to something larger than ourselves, to profound emotions, to each other, and as Jeremy Eichler posits in his acclaimed new book, Times Echo, connection to events, people and places in history. Music creates connection within and between us in a way that few other art forms can. Developing best practices and competencies in order to create and enhance connection is key to attracting, engaging and retaining the audiences we wish to have.