Nick Gray, the founder of tour company Museum Hack, spoke today at the Skift Global Forum.

Gray loves museums but hates how most museum tours are given. He founded Museum Hack, which uses private tour guides, offering unconventional museum tours.

Gray told the lunchtime audience about passion-based entrepreneurship in travel. Here are three things we learned:

  • “Our tours are for people who don’t like museums and would never think about going to a museum on a Friday or Saturday.”
  • “I’m going after the people who check their phones every two to three minutes because that’s what I do. We keep these tours fast-paced because we’re fighting museum fatigue.”
  • “Storytelling comes first for museum tours and we hire that.”

Keep track of all the activity at today’s Global Forum by bookmarking our #skiftforum tag.

Photo Credit: Nick Gray speaking at Skift Global Forum in New York City on Oct. 9, 2014. Skift