At the same time, the arts are struggling in an environment of reduced funding, static operating grants and straitened private giving. Institutions work within increasingly fixed parameters: the dimensions of a gallery or a stage; the production requirements of a tour; the marketing schedule of a festival; the presentation slots of a symposium; the artform categories of a funding body. ‘We loved your content!’ enthused a colleague after my talk at their event. ‘That’s not “content”,’ I replied, ‘that’s expertise.’