The first case study I was exposed to at Business School was the very famous 1960’s study by Theodore Levitt called Marketing Myopia. He points out that “the history of every dead and dying ‘growth’ industry shows a self-deceiving cycle of bountiful expansion and undetected decay.” He uses the illustration of the railroad business which was failing because they thought they were in the railroad business rather than the transportation business. They kept their eyes on locomotives and rail tracks rather than the needs of the changing market – they were product oriented rather than customer oriented. Their view was short-sighted and they failed to see developments in road vehicles, airplanes and other modes of transport.
It can be the same with the church. Are we too short-sighted in our planning?
Is it enough to swing open the doors on Sunday and hope people will attend the worship service? We’ve being doing that for a really long time with consistent results. Albert Einstein said, “The definition of insanity is doing the same thing over and over again, but expecting different results.”
The church has become really good at preaching to the choir – trying to convince the already convinced. We focus almost exclusively on ourselves – though we might possibly have a sign outside the church building inviting others to join us, if they can pluck up the courage to enter a room full of strangers who already know each other fairly well.
For some years as a Church Growth Consultant, I would visit congregations incognito, a bit like an undercover food critic. There was usually a lively hubbub as everyone caught up with each other, but I was mostly ignored. I would take a look at the notice board and the publications table. A lot was out of date and mostly it was about themselves in a language that would have been strange for an outsider.
The church however, in the words of some unknown and wise author, is the one institution which should exist exclusively for the benefit of the non-members. The reality is that we exist for ourselves, the same as every other club or group.
I have been working on a Vision Statement for the Uniting Church in Western Australia. If you have read the previous blogs, I wrote about our core values first, and followed that with a preliminary mission statement – Growing communities of Christ followers uniting in God’s mission to the world.
A vision statement declares what you want to become, and with the warning about not being myopic we might ask how we see ourselves in the future. I tested a number of thoughts on a lot of different people and the conversations always ended up with the thought that heart of the Uniting Church is for uniting people under the Lordship of Jesus. In fact, we are seeing the “Uniting Church. Uniting People” by-line appearing everywhere now.
At the launch of the Uniting Church, 40 years ago, the intention was to be a uniting movement, rather than a denomination. The hope was to be an inclusive community of Christ followers who shrugged off the constraints of tradition, customs and various practices which have historically separated Christian denominations. That does make us rather different – we are open to all and everyone who seeks to follow the journey of Christian faith. In practice, this is not always true, but at least it is our intention. We want to be a Christian community for everyone.
The trick to achieving this is that we must do more than simply open the door on a Sunday morning.