In the past decade we are more and more confronted with the demands to include audience more actively in the work of our cultural organisations and institutions. Thus ADESTE+ partners have worked on developing strategies that would go beyond usual approaches to the audience and engage whole organisation in this work since it is a kind of work that demands more perceptive attention of all the segments of our organisaions. In order to transfer our experiences, the session Why do we need change? participants will be presented with the ADESTE+ approach to audience development and change.