{"id":1014,"date":"2004-02-25T03:15:14","date_gmt":"2004-02-25T03:15:14","guid":{"rendered":"http:\/\/aletheiabaptistministries.org\/Blog\/february-qare-you-managing-by-the-book-of-the-month-or-by-the-bookq-part-2\/"},"modified":"2014-01-25T20:19:32","modified_gmt":"2014-01-25T20:19:32","slug":"february-qare-you-managing-by-the-book-of-the-month-or-by-the-bookq-part-2","status":"publish","type":"post","link":"http:\/\/aletheiabaptistministries.org\/Blog\/february-qare-you-managing-by-the-book-of-the-month-or-by-the-bookq-part-2\/","title":{"rendered":"Are You Managing by the Book of the Month or by the Book? (part 2)"},"content":{"rendered":"

A business perspective on Church as a business<\/span><\/p>\n

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Terry Conley is Executive Vice President of Primrose Schools Franchising Company in Atlanta and has 30 years of experience in corporate real estate and strategic development.\u00a0 He is a member of Shiloh Hills Baptist Church in Kennesaw, GA.<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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In building a business, the brand has to be established.\u00a0 But what exactly is \u2018the brand\u2019?\u00a0 Some may argue that it is a product, colors, signs, or designs.\u00a0 It is all those, but more than anything, it is a set of promises, expectations, and lifestyle issues.\u00a0 It identifies a place among the competition of the market.\u00a0 Users gravitate to the particular brand because their needs change or they aspire to be like someone else or be something other than what they are.\u00a0 In a business, the brand can and does evolve with the changing demands of the market, but can the Church do this?\u00a0 Should people attend a particular church in order to feel good about themselves or feel like they are part of a particularly attractive group or those \u2018in the know\u2019?\u00a0 Of course not!\u00a0 This is something that a church can\u2019t do because the demands or needs of the human soul do not change.<\/p>\n

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In building the brand position, the commercial company I help manage takes a very narrow look at the market. Our company positions itself at the top, limits the opportunities, and requires a high price and definite commitment.\u00a0 The result?\u00a0 We have waiting lists and people who move cross country to gain an opportunity to buy one of our locations.\u00a0 They see the difference and are willing to pay the price.\u00a0 The parents who place their children in our pre-schools also see, appreciate, and pay for the difference.\u00a0 This is the case with most of the top performing and successful companies.\u00a0 Should anything less be expected for the Church? The church can and should adopt this principle of being the best in its business.<\/p>\n

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But churches sometimes make the same mistake businesses do in placing an undue amount of importance on immediate results.\u00a0 In his book Heretics\/Orthodoxy, G. K. Chesterton states, \u201cThere is nothing so weak for working purposes as this enormous importance attached to immediate victory\u201d (page 6).\u00a0 As apparent as it was to Chesterton, it is much more so today because today, if groups are not growing fast, they are considered to be failing.\u00a0 Sometimes, quantity overrules quality.\u00a0 In the business world, this can open the door to mis-management and eventual disaster and the same results are usually seen when the same path is followed in the Church.\u00a0 Clients, customers, and members expect and sometimes demand immediate fulfillment and demand so regardless of the method, whether by lower costs or cheapened products.<\/p>\n

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This immediacy has the unfortunate quirk of changing from day to day.\u00a0 What was important yesterday is no longer important today.\u00a0 Enterprises that try to respond to the immediacy of fads find themselves with a tremendous amount of left over inventory of yesterday\u2019s treasures that very quickly become tomorrow\u2019s trash.\u00a0 It is marked down or given away as a discounted value and in the consumer\u2019s mind, anything that is cheapened by a sale or given away will never attain the original market position of uniqueness or value.<\/p>\n

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Knowing Your Core Values<\/h3>\n
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The belief that the role of the Church continues to be unchanging does not preclude the use of sound operating principles.\u00a0 These ideas are not mutually exclusive.\u00a0 In fact, they are Scriptural.\u00a0 Lasting value in any endeavor is established by quality.\u00a0 Quality is established in the organization by having a system of beliefs and practices in place that are stable, non-changing, and provide solid guidance.\u00a0 This means the organization will react the same way and promote the same message each time there is a decision to be made.\u00a0 If this anchor is there, the customer, client, or member will feel secure with the product.\u00a0 Again, we can look to the business world for this direction.\u00a0 Jim Collins, in his book Built to Last states that with all the world coming down around them in their personal and business life, \u201c\u2026people run the risk of having their moorings ripped away if they only depend on the external structures\u201d (page xx).\u00a0 He suggests that the only truly reliable source for stability is a strong inner core and the willingness to change and adapt everything except that core.\u00a0 This same idea was put forth forty years ago by Thomas J. Watson, Jr., former CEO of IBM.\u00a0 It was in his 1963 book, A Business and Its Beliefs where he discussed the idea of corporate and personal beliefs.\u00a0 He stated, \u201c I firmly believe that any organization, in order to survive and achieve success, must have a sound set of beliefs on which it premises all its policies and actions\u2026.Beliefs must always come before policies, practices, and goals.\u00a0 The latter must be altered if they are seen to violate fundamental beliefs\u201d (page 75).<\/p>\n

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The business world recognizes the importance of these core values, spending time and effort to make sure they accurately reflect the corporation.\u00a0 In an interview quoted in CPN, a real estate industry magazine, Peter Roberts, CEO of the Americas for Jones Lang LaSalle, Inc. is quoted as saying: \u201c\u2026it is important to have strong core values and to stand by them.\u00a0 (They) provide a bedrock against which strategies can be laid.\u201d\u00a0 He went on to say \u201cBut having them is not enough.\u00a0 If you don\u2019t (stick to them), you\u2019ll be in a lot of trouble when problems do occur.\u201d\u00a0 As important as this idea is to business, it is much more so for the Church to have this solid, unchangeable position.<\/p>\n

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Establishing a Vision and Its Mission<\/h3>\n
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Building from the core values, the vision of the enterprise tells us why it exists.\u00a0 The vision is an informed and forward thinking statement of purpose.\u00a0 It is a statement of ambition for the enterprise that tells us where we want to go but not how we will get there.\u00a0 It is the mission statement that relates to the specifics to be accomplished in support of the vision.\u00a0 It is ambitious and emotionally compelling and should provide benchmarks to keep everyone on track.<\/p>\n

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Fortunately, the Church does not have to spend much time in analyzing and deciding about such things.\u00a0 These have been established by the founder and are unique in that they are unchanging regardless of how the world changes.\u00a0 We do not have to worry through the decision process, we just have to execute on them.\u00a0 An example of core values for the Church is found in I Corinthians 13.\u00a0 They are faith, hope, and charity with the greatest being charity.\u00a0 And what greater vision can be set than when Jesus said \u2018I will build my Church\u2019?\u00a0 This is followed up by a compelling, clearly stated mission statement found in Acts 1 when Jesus commanded His followers to \u201cGo into the world and preach the gospel.\u201d\u00a0 We are to reach the uttermost part of the world with the gospel.\u00a0 It is not narrowed to a specific generation or demographic, just the entire world.\u00a0 And yet if you visit some services, it appears that these are no longer accepted or a \u2018new version\u2019 or application has been found.\u00a0 It should be of no surprise to read that the Barna Research Group continues to report that the majority of pastors are content with the way things are going in their ministry.\u00a0 In fact, the larger the church is, the more likely the pastor is to feel pleased with his performance as its leader, even though more than half of his congregation may not be saved and see no need to be.\u00a0 Is it amazing that only 2% of the pastors themselves can identify God\u2019s vision for their ministry!\u00a0 Yet they feel competent enough to restructure God\u2019s original plan.\u00a0 Catering to seasonal trends and emotional whims as businesses do is not one of the ways the church should copy business. Businesses in this kind of market are short-lived or struggling at best.<\/p>\n

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Avoiding the Shifting Sands<\/h3>\n
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Because the church represents or reflects the current profile of the population, it is facing some of the same associated questions and uneasiness. For the church, as well as successful businesses, the foundation can\u2019t be based on anything but a solid, unchanging position. One of the reasons people tend to argue for change is related to the ongoing demographic changes in the market. Most of the time, these demographic changes point to the younger population and its trends.\u00a0 Does change relate to age, or lifestyle, or generation?\u00a0 The erroneous assumption is made that a new group will act like the last group at that age and doesn\u2019t take into consideration the attitude and environment that formed them.\u00a0 You should take great care that you do not set a church or a business on a confusion based on age related trends versus a generation related trend. If you very specifically target a demographic segment, you may become so narrowly focused that you miss the real, solid growth opportunities.\u00a0\u00a0 Don\u2019t make the mistake that the future attractive demographic will be attracted to the same type of product or service as they are today.\u00a0 You will end up constantly looking for new ways to attract that particular demographic or special group, potentially building upon confusion, and not clarity of message.\u00a0 The importance of this is brought out by a September 29, 2003 USA Today TV review for Joan of Arcadia in which the reviewer makes the point that \u2018the show would not appeal to everybody but that was okay.\u00a0 To appeal to everyone, you can\u2019t be anything, think anything, or demand anything\u2019.\u00a0 The message becomes garbled and confusion abounds.\u00a0 If the business world can see this, why can\u2019t the church?<\/p>\n

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It is evident that the message is becoming garbled with the results being seen in various studies conducted by the Barna Research Group.\u00a0 They indicate that Americans identify faith as a key factor in their life, with large majorities claiming that their religious faith is very important in their life.\u00a0 They describe themselves as deeply spiritual, born again Christians who own a Bible and know all of the basic teachings.\u00a0 But those same studies revealed that less than half of the people who describe themselves as Christian also described themselves as absolutely committed to the Christian faith.\u00a0 After claiming that they know the basic teachings and claim to be born again, they say Satan does not exist, the Holy Spirit is merely a symbol, and that eternal peace with God can be earned through good works.\u00a0 To them, truth becomes something that is only understood through reason and experience.\u00a0 From a business standpoint, it sounds like the brand should go through a major focus group study to find out why the perception is so dramatically different from the reality.\u00a0 In retailing, when the consumer is this confused, it means the message is not getting out clearly.\u00a0 In its drive to be all things to all people, the real message is lost.<\/p>\n

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The church is not a business to be measured by worldly standards or customer whims.\u00a0 Jesus used no benchmarks in establishing a vision and mission statement for His Church.\u00a0 His demographic was the unsaved and His target audience was the lost.\u00a0 He did not pick the best business model of the day to copy and His message cannot be adjusted to fit the marketplace.\u00a0 There are no discounts and half off sales.\u00a0 He established no separate visions or values for the various ages, ethnicities, or income levels.\u00a0 Rather, Jesus\u2019 message rose above the noisy demands of the marketplace.\u00a0 His was a message of constancy and commitment with a set of core values, vision, and mission statement that set the Gospel apart.\u00a0 Jesus did not come to earth as man to die on the cross to fill up auditoriums.\u00a0 He came and died that man might know God and be transformed by that knowledge.<\/p>\n","protected":false},"excerpt":{"rendered":"

A business perspective on Church as a business Terry Conley is Executive Vice President of Primrose Schools Franchising Company in Atlanta and has 30 years of experience in corporate real estate and strategic development.\u00a0 He is a member of Shiloh Hills Baptist Church in Kennesaw, GA.   In building a business, the brand has to […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[123],"tags":[143,170,154],"class_list":["post-1014","post","type-post","status-publish","format-standard","hentry","category-articles","tag-church","tag-methodology","tag-vision"],"yoast_head":"\nAre You Managing by the Book of the Month or by the Book? 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