They Lyric Opera realized they needed to start building a younger audience to grow their business. Unfortunately, much of the audience viewed the opera as boring. So we created this booklet filled with evidence that the opera is, in fact, not at all boring. They’re filled with murders, love triangles and mystical beings…like if Game of Thrones had been a musical. We also partnered with local coffee shops to get the word out to people when they least expected it. In addition to growing season ticket sales, this book also earned me a totally unsolicited job offer and plenty of awards.