The Excellence Myth

At a team meeting with my staff this week we were asking tough questions about what we do as a department.  A great topic came up that illustrates the excellence myth.

We develop a worship guide (bulletin) each weekend for all of our campuses.  It is a generic guide that each campus can then stuff campus specific information into.  Here are some things that we agreed upon as a team regarding the worship guide.

1.  It is excellent.  It is by far one of the best worship guides in the country.  Our graphic artists are really good and "get it" when it comes to coming up with creative art.  The printer that we use has been making our worship guide for a long time and has found great paper that looks really good.  The entire piece is some smashing collateral!

2.  It is cheap. We have perfected the art of a very creative asset that because of our relationship with printers, our perfecting layout and design and finding the cheapest paper possible we have each worship guide down to 10 cents or less a piece.  For anyone in the Biz you know – that’s dirt cheap.

3.  It is not very effective.  As a team we could not come up with a compelling reason to keep doing the worship guide as we do – outside of – "we need something to stuff the announcements in"…

This is the excellence myth in full play.  If the goal is excellence you can be meeting the goal for years and not realize that effectiveness has left the building.

So now we are asking – what would be effective in replacing the Worship Guide…keeping all of the great things that the worship guide brings (it makes our campuses look like a million bucks and reminds people of the series)…but also be effective in reaching our mission: "To Help People Become Fully-devoted to Christ"

Are there any things that you are doing excellently with no effectiveness?  Its a hard but necessary question we must all ask if we want to reach mission.

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4.5 things to make the most excellent experience ever (seriously ever in the history of the world) this weekend

Lists seem to be really popular in the church world this year so it makes for a great title.  Originality, creativeness and the all allusive target of "excellence" also seem to be a driving force behind the lists so that makes for an even better title.  Finally the idea that we are in the top whatever list which can somehow make us the best at something "ever" seems to be a definition of excellence that many are comfortable living with.  I am not.

What if we said being #2 is not acceptable and the #1 spot is already taken so the best we can hope to do is be invited to sit at the table with the best. 

This may seem super-spiritual, but what if our goal was not to be original, creative, or excellent but it was to be effective.

I find that anytime we start saying that our church services have to be _____________ (and you can fill in the blank with a multitude of verbs and adjectives), that we have probably left our vision for something inferior. Yes, excellence is inferior. 

People coming to know Jesus Christ through whatever means and degree of originality, creativeness and excellence needed is both effective and supreme.

Now that we have that theory out of the way here are the 4.5 ways to have an effective experience.  I will expound on each of these in upcoming posts.

1.     Revolve your experience around Jesus Christ and His ability to change lives.

2.     Reduce your experience to simple next steps for people to take in order to become fully-devoted to Christ.

3.     Redux classic elements that have helped people experience God through the ages with a church 2.0 twist.

4.     Realign your priorities to put number #1 first instead of originality, creativeness or excellence.

4.5   Remember that the "experience" is mostly mystical anyway and you can’t plan that – you can only pray for the Holy Spirit to show up.

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Introducing Ashley Schuermann

I have the privilege of working with a uber-talented staff that works every day not to do this.  I am going to take a few days of posting to introduce that team and if they have a blog give you the hook-up.

Ashley Schuermann – who by the way will be teaching at MinistryCOM this year.  You should register for this if you have anything to do with the experience at your church.

Ashley is the graphic artist for Seacoast Church, a multi-site church with 13 locations throughout South Carolina, North Carolina, Georgia, and cyberspace via their internet campus. She has been a member of the communications team since 2003 and came on staff full-time in 2006 after receiving her B.S. in Graphic Communications from Clemson University.  I am trying to forgive her for that

Ashley dedicates all of her time at Seacoast designing everything from print to web pieces for all of their locations.

You can follow Ashley’s life through her blog at:

http://AshleySchuermann.wordpress.com/

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Sit down and watch that commercial young man!

Nielson Ratings system will begin to track the amount of people who actually watch advertisements beginning May 31st according to a story on USAToday.com (read entire story here)

Apparently the companies that still pay unbelievable amounts of money to advertise on network television have gotten wind to the fact (I do not know what has taken them so long) that even though people may want to watch the networks entertainment programming they simply fast-forward the DVR through the commercials or even worse go get a Jones Soda and some string cheese.

Now the networks are really sweating as they will only be able to collect money for things that actually work.  What a novel idea.

So, rather than actually being concerned that advertising is dead and that they need to actually think of new ideas the networks are taking a flash to the past and working a new spin on more product placement.  It even looks like some subliminal messages 2.0 are in the works…It looks like the old guard advertisement community just figures, "why come up with new ideas when you can rehash old ones".

Here is a couple of things they are working on:

Ideas to boost ad viewing:

•Fox. In each prime-time hour, it will randomly insert into ad breaks two 8-second cartoon humor clips featuring quirky cabbie Oleg.

"Hopefully, this is something that viewers will see, react to and stay a little longer," says Jon Nesvig, president of sales.

The time will come out of Fox’s commercial and promo time, not the show.

•ABC. As early as June, it will try starting an ad in the show to lead into the break, Shaw says. Among 10 prototypes: A magazine ad on Ugly Betty morphs into an actual ad. In another, an ad on a TV set in According to Jim becomes the real ad.

•NBC. NBC this month will try trivia during the ad breaks of Scrubs and another concept in The Tonight Show with Jay Leno, but will give no further details.

•CBS. It’s talking with individual sponsors and likely won’t employ a "one-size-fits-all" approach, says Jo Ann Ross, sales president.

•CW. The network last fall tried "content wraps" — 2-minute ads that include news or information, plus the ad message — and will sell more this year. A "wrap" for Clairol Herbal Essences, for example, included hair-styling tips.

I love this quote from a Ad Pimp executive.

They "create a deeper connection with viewers," says Alison Tarrant, head of integrated marketing/sales.

Yes.  That deeper connection is so deep, so deep.

What would happen if the church found out no one was really listening to anything we were saying?  Would be rehash old ideas or get innovative and come up some new ones?

I hope the latter, but I suspect the former is true as well.

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My wife thinks I am cute…

…and hopefully your spouse thinks that you are cute as well.  In other words at some point (and hopefully even still) everyone is attracted to someone else and someone is attracted to you. 

In all honesty most people react to this attractiveness in order to explore deeper things in a person, in products, in philosophies and in churches.

I have been reading the reaction to my friend Geoff Surratt’s blog post here and here and have given a little thought to this whole war of attraction model churches versus missional model churches as I ran 4 miles on the treadmill this morning.

The thing with attraction is that it is very subjective.  If you have ever people-watched in the mall you know you have thought -"OK, how in the world did that happen".  But apparently everyone is attractive to someone.  That being the case I think that forcing a choice between attraction and missional in the church would be akin to forcing a choice between the courting process and the marriage relationship. 

"We at the "Little Wedding Chapel of Love" believe so fully in marriage that we ask all singles in the church that you skip the attraction phase all-together and jump right to the marriage phase.  We would like you to have deep talks with a women that you have never met, intimate moments with a dude whose last name you do not know and within one-hour tie that knot and start living the married life baby."

I think we would all say, "slow down Mr. Hunk-of-Burning-Love and lets be attracted to each other first.  As I see it there is a four part process that happens spiritually for people and attraction in the Genesis (notice not the end or the goal, just the start) of the spiritual journey.

Phase One – We are attracted to a church.  Because people are attracted to different things this is why some of us so quickly sit in our blog malls and church-watch and say "wow, that is one ugly church – how did they ever get hitched".  But just remember someone is on the other side of the mall who is thinking the same thing about you.  Every Church is attractive to someone.

After attraction comes more.  Any relationship (with a person, a product a philosophy or a church) that is solely based on attraction will not yield much of a relationship at all.  Spouses who marry for flesh alone do not serve one another, they do not give of themselves, they are takers and not gives.  People who stay in the attraction stage at a church do not serve, give and are takers not givers.  No matter what model you choose as a church there will be some who initially find you attractive but never move into community.  In fact those who think different should read this right now.  But many will move into community.  Community is cool when you are dating.  The word community is derived from the Greek word κοινωνία which is translated as "fellowship". 

Community is when you find out more about the person, product or church and start to really share in life together.  This is not salvation.  Being in a small group is not the goal.  Showing up to church, sharing meals with one another, even serving the poor and needy together and living life together is not the goal.  But community is Phase Two in the relational and spiritual journey. 

This is a sweet time.  Most of us have been there with our spouses or someone we love. This is when we really get to know one another, but the commitment is still shallow. (I don’t see no ring on this finger)  As this phase draws to an end the DTR moment comes.

DTR or "Define the Relationship" is the moment when a decision must be made.  This could be asked like this, "where is this relationship going", or "what are we doing here". 

As churches we must have DTR moments for people who have found Jesus attractive through his bride (us, the church) and have moved into community and now sit at this place of decision.  This is why Jesus must be the hero of every story and message that we preach – someone is at a DTR moment in your church this weekend with Jesus.  Challenge them. 

This is the moment where we give people a chance to be saved by God by Grace and through Jesus Christ.  This can not be done by or because of their attraction, but that obviously was the wooing of the Holy Spirit as there are no seekers but He alone seeks the lost, but by moving into the Third Phase: Redemption.  Many will choose not to let God save them.  If you do not believe this read this now.

Now most Christian stop here.  We are saved by Grace and we bask at the feeding troth that is the local church age-appropriate programs and we get fat and happy on a meal of redemption manna.  But this would be like a husband who finds a women attractive, woos her, gets to know her, loves her, marries her and then just stops everything and gets fat and takes her for granted and watches bay-watch re-runs in front of her.  Bad example, that would never happen.

Phase four of the marriage relationship is to continue to serve your spouse, reproduce, make a difference in the world as a family and teach your children to do the same thing.  I call this building a legacy. 

Phase Four of the spiritual journey is no different – it is the Missional Restoration.  As the bride of Christ we love Him, we serve Him and we reproduce ourselves through a life of restoration.  This phase is letting Him continue to restore us and helping restore the world that He loves.  Living in redemption makes a difference in the world and is the process of building a spiritual legacy. 

And guess what – That’s attractive and missional.

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Why do we have to make it so hard…

I receive an e-mail EVERYDAY from "The American Bible Society"…I have unsubscribed over 30 times…(its not the bible its a Bonhiefer book except)…and yet I receive it everyday.

I get a e-bill from sprint every month that is never the correct amount I owe.  Its always off by a few dollars one way or the other…no reasoning just is…

I get an e-mail every week from projectsatwork.com that I would love to read the article it links to.  I am obviously a member, because they send me the e-mails every week…but when I follow the link I get this:

Projectsatwork

Why do I have to log-in…something should tell it that I came from THEIR e-mail and it should let me see the article. 

These things just make things harder and take away any niche that the web has as far as user ease – and its frustrating.

I unsubscribed today to the projects@work e-mail because I just don’t want to log-in….

Here is the hard question.  How hard do we make it for people to connect with God and others at our churches?  It’s worth thinking about.

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too connected

I think that we live in the "most connected" society in the history of mankind and yet we know people less, spend less time with our families and get less done than any point as well.

Over the last 6 months I have really begun to see that connectedness (technology speaking) does not lead to productivity.  In fact I am of the opinion that connectedness actually start to decrease productivity at some point.  So because of this I went to the sprint store today and had my phone number officially switched over to my MotoRazr – bye bye Treo.  My life will not miss you.

Connecttedness_1 

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The Seacoast Experience – Part 2

This is the second part of a review of the book "The Starbucks Experience". 

One of my New Year Revolutions was to read one book a month and then make personal application in my work or family environment.  This first book will focus on the experience we can build known as "The Seacoast Experience".  The book is broken into 5 key tenants that the author has identified as powerful when applied.  I will look at each of these 5 parts on this blog.

Tenant Two:  Everything Matters:

  • Howard Shultz is quoted in the book as saying "retail is detail".  The Author suggests that all business is details.
  • When details are overlooked, or missed customers rarely compliant to management – they simply go elsewhere.
  • Successful leaders understand that there are two aspects of the experience. Unseen Aspects and customer-facing aspects.
  • Attention to detail occurs by design not by default.
  • The starbucks atmosphere is driven by openness, interesting menu boards, uniqueness of counter design, cleanliness, napkins, coffee bag design, mailings, window seats etc.  All of these things could easily fall in the category of "it doesn’t matter".  The moment you think that the details do not matter start bailing cause the ship is going down.
  • Music is a large part of the experience.  The play list is programmed for each store to make sure the experience is consistent with the vision.
  • The "everything matters" principle reflects the importance of solid processes and daily procedures.  Starbucks has everything matters checklists to make sure that the details are covered at each shift.
  • Money quote: " We pay attention to the atmosphere.  We are vigilant about the music in the background, pleasant colors, comfortable furniture, and the right amount of lighting…I do my part to make it warm and inviting…I want the details to reach out and say, "come in and stay awhile".  Barista from Columbus Ohio

Questions I will sip on:

What are the details that make or break the experience areas of Seacoast?  Can I identify them and right them down to make a check-list?

Are there details that are being missed that people are choosing to not come back and stay?  Or even worse that inhibit those who do stay from connecting with God?

Are we properly thinking through the details of background music enough?

How can we train our volunteers with a "everything matters" attitude?

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Seacoast Launches New Internet Campus

I know – Tow posts in one day – whats up with that, but Seacoast Church had a very soft launch of a new Internet campus this weekend that I wanted to let you know about. 

It is a great start to what I think is going to be an awesome ride.  A special thanks goes out to lifechurch.tv for all their inspiration and help on us even getting where we are so far.

Trace Pupke, our IT Director, has a post today about the new campus that you should check out.

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Complexity Creep

John over at Brand Autopsy has a great post about Starbucks growth challenges.  As I was reading his thoughts on Complexity Creep I realized that this is not just an issue for growing businesses, but that this is a major issue for growing churches as well.

Complexity Creep is when a growing organization continues to be innovative and creative – adding new products to existing lines as well as brand new product lines without dropping old products.  The effect is a ill-communicated brand focus (even in the simple presentation of the menu board) and a ill-equipped staff (i.e. at starbucks – they can train Baristas on 10-15 drinks for excellence…30 drinks for good enough or keep adding and go for 50 drinks resulting in customer dissatisfaction)

To keep from doing this, existing (maybe even popular and previously innovative) products must be done away with in order to make room for new innovation and possibly more popular products. 

I resonate with this.  I love the pumpkin Spice Latte (pretty darn innovative too) – its my favorite drink…every year it goes away and I get really disappointed.  But what I would like even less is a poorly made pumpkin spice latte. 

So what Starbucks has chosen is to drop the pumpkin spice latte in lei of new drinks a couple of times a year so that they have margin to innovate and come up with things like the egg nog latte.

I am afraid of complexity creep in growing churches like Seacoast.  We are innovative apparently. As we innovate there is a tendency to not make margin in our work flow for the new stuff.  So the new stuff is just piled onto the old stuff and it could all become bad stuff.

I don’t have an easy answer because every existing program is someones pumpkin spice latte, but I do know that we have to be careful because the end result of complexity creep is poor customer care.  Our mission to to help people become fully-devoted to Christ, not keep my pumkin spice latte on the menu board…

This will probably be something that I am thinking a lot about in 2007 so you may hear more…

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