“I ask all of our first time guests why they decided to come to our church and 90% of them said they were driving by and were intrigued by our site and our new building, and that is all thanks to the creativity of Visioneering Studios.”

David Garison, Lead Pastor,  Northside Christian Church, Spring, Texas

 

If you were driving down a road in your town and saw the above building, would you be intrigued?  Would you want to check it out? As you look at that picture, who do you think this building meant to attract?  Who was the primary target to get sucked in by the design and amenities?

If you said MEN…then you would be correct. But not just any man, a mid “thirty something” man.  And why would a church focus on that age group and gender?  It is actually pretty simple for the leadership at Northside Christian.

They believe that if they can attract men in their mid thirties, they will likely bring their wife and 3 +/- children as well. In most cases, it is easier to engage the entire family if the husband/father is leading the charge and is compelled to attend. For most men, there is too much talk about love (especially loving another man….YUK), surrender, “feeling” and a whole host of other words and songs that are just not appealing.

So what did this church decided to do?  They were intentional about communicating a story and message to the target they wanted to attract.  They made the conscious decision to put “bait on the hook” as they fulfilled their calling to be fishers of men.  The attractional elements of the physical campus was intended to be appealing to those they were trying to reach just like the worm, minnow or lure are on a fishing hook.  If you going fishing for bass, you would not leave the bait at home.  Yes, it is possible to catch a fish on a bare hook…but it less likely and it is much harder and far less rewarding.  So why do we think it is wrong to put “bait” on the hook when we are fishing for souls? Given some recent responses to my other posts on “story”, I am sure some of  you are saying “But the Holy Spirit is the only thing we need…he will draw them in…why should we try to manipulate.” While I am in complete agreement that the Holy Spirit will move in a persons heart to take action, God  also gave us eyes…ears…noses…and other sensory attributes that he uses to influence us.

For this church, they decided to use several types of bait…here are a few examples:

1. The overall design is that of a lodge or “man cave”.  It is very masculine and appealing to a man. It makes me want to go hang out, how about you?

2. The materials are “manly”.  From the stone to the exposed wood grains to the exposed metal to the car license plates used to clad a section of the facility (above pic), the materials scream MAN!  Women are generally drawn in by color…but men are attracted to materials.

3. They took the “bait on the hook” concept and developed a fishing hole in front of the building that is open to the public…that they actually stock with fish.  Again, the idea is that a mid-30 year old man with 3 kids would bring the kids to the fishing hole (i.e. a WELL…see this post for more on that concept) even if they have never gone to the “church”…or what we might refer to as the Temple experience.

4. Amenities…besides the fishing hole, this church has been deliberate in the location of their exterior public spaces.  Even if you are not interested in fishing, but looking for a place to site outside by a gentle waterfall to read or you have those 3 young kids and need to get them out from under mom’s feet and blow out some pent up energy, this campus shouts…COME HERE.  The playground is open to the public and the outside sitting areas and tables are inviting to anybody just looking for a place to hang and do life with others. In addition, they were judiciously placed on the front side of the campus so they are visible to people passing by…more bait!

We have just finished Phase II for this church and the new kids space continues this theme and attractional relationship with their community. You can see why “Your Kids Won’t Want to Leave”, on the blog by Jody Forehand….which is another form of “bait”.

Are you ready to go fishing for your community?   Is your church more interested in “cleaning” fish or catching them?  If it is the later, make sure you have the right bait.

           1…2…3…4…5…6…7

7 seconds….that is how much time you have to make a first impression. Some experts say more, some say less…but most pundits would agree that seven seconds is the average time you have to make a first impression. Think about that.  That is not much time.

There are dozens of posts on the internet that will give you hints to best utilize these 7 seconds when going to a job interview or making a sales call.  But the same principle applies to the guests at our churches. Have you ever thought that your guests are looking at their experience in much the same way they might evaluate a “buying” decision?  They are the “buyer” and they are interviewing/investigating you…your church….your ability to meet their needs…your ability to fill a role in their life. As we talked about a couple weeks ago, these first time guests are most likely approaching this guest experience from a consumeristic perspective. Don’t get defensive when I say that…it is a reality.

So what can you do in those first 7 seconds to influence their experience?  I actually believe that a guest to your church will have multiple “7 second” encounters, unless the first 7 seconds is too painful or unfulfilling to lead them to the next interaction.  Here are the areas that I believe we should be cognitive of:

1. The parking lot experience – We will address this more next week, but we need to be aware that if this is a challenge and their first 7 seconds on your site are frustrating, they may not stay..or if they do…you will already have one strike against you and their experience will be veiled by this first encounter

2. Where do I go now? – Way-finding and signage are too often under whelming which can add to the anxiety of our guests

3. What door do I go in? – Guests do not want to ask questions and do not respond well to ambiguousness…they like obvious

4. Hey! Hi! Welcome to ____. – The first person to visually, verbally and physically interact with them can definitely have the greatest impact on the experience.

5. We have been preparing our house for your visit  - As they step into your facility, will a guest see that you have been intentional about their arrival? Are things clean, neat, inviting, engaging, well maintained with a sense pride (in a good way)?

6. Now what? – So, I am here…now what?  Where do I go?  Where do my kids go?  Where can I go hang?

We are going to look at many of these aspects in the weeks to come…but I challenge you to visit some other churches in your area and feel what it is like to be the guest.  Then ask a non-believer to be a visitor at your church and then report back to you about each of their 7 second experience at all of these connection points.  Seeing these interaction opportunities with fresh eyes can be telling.  Don’t squander those 7 seconds.  Be intentional.  Be deliberate. And, be consistent.

I was recently reading a blog by Bob Buford, chairman of the board of Leadership Network and author of several best selling books.  In the blog, he referenced Drucker and made the following statement – “Peter always told me that predictions were perilous and inevitably surprising.  I have some drink coasters on my desk quoting Peter that say, ‘The best way to predict the future is to create it.’  Peter was usually 20 years or so ahead of events.  This is the way he explained it to me, ‘You look out the window to see what is happening today and build your picture of the future by extending the implications of the present.’” 

Did you catch that…“build your picture of the future by extending the implications of the present”. WOW…before you read on, sit and chew on that just a minute…i’ll wait.

OK…ready to move on?

This sparked  some thoughts about how this applies to the blog series we have be on and particularly the one from last week entitled “Your Church Facilities Should Suck”. I have heard from many of you about this blog…some shocked at my use of the word “suck” (which means you did not really read the blog) and others that agreed with the premiss of the blog

I want to make sure that all of my readers hear my heart…so let me elaborate.

I fully believe that a building will NEVER save a soul…it is only a tool. It is a means to an end.   But they can be a distraction to some and hinder them from coming on-site and hearing the gospel. Or maybe they come on campus but the condition, flow, aesthetics, lack of signage, etc become that distraction and they zone out.  Environments matter.    It is what Andy Stanley calls the “setting“. These things matter

The “sucking” that I referred to last week is what we call Architectural Evangelism.  We have seen it over and over again and heard numerous stories of how someone in the community was drawn onto a  campus and later became a Christ Follower.  The initial draw was not a “church” or thought of wanting to become a Christian…but something else was compelling them….and that lead to the ultimate life changing experience.

I believe that we need to see the “futurity” of our facilities.  How will our actions today related to design, flow, street appeal, signage, etc serve us in the future as a tool? Can we envision the futurity of our present day decisions or are we only focused on the here and now?  That would be sad to me if that was indeed the case. But for many, that is reality

If we can see our facilities as one of  the seeds we sow…just like our words…or actions…our writings, then it adds a whole new perspective to the value of the facilities. I do not want to come across as one who tries to twist scripture to make my point…I have seen too much of that in my life.  However, if we can see our facilities as one more “seed” , then I believe the following scriptures take on a whole new meaning:

Ecclesiastes 11:6 (NLT) - Plant your seed in the morning and keep busy all afternoon, for you don’t know if profit will come from one activity or another—or maybe both.

2 Corinthians 9:6 (ESV) -  The point is this: whoever sows sparingly will also reap sparingly, and whoever sows bountifully will also reap bountifully.

Mark 4:26-26 (NLT) - Jesus also said, “The Kingdom of God is like a farmer who scatters seed on the ground. ²⁷ Night and day, while he’s asleep or awake, the seed sprouts and grows, but he does not understand how it happens. ²⁸ The earth produces the crops on its own. First a leaf blade pushes through, then the heads of wheat are formed, and finally the grain ripens. ²⁹ And as soon as the grain is ready, the farmer comes and harvests it with a sickle, for the harvest time has come.”

Are you willing to see your facilities as one (not the only one…just one) of the seeds you can plant and see how God will bless it to impact your community? Can we see these tools as a both/and vs. and either/or as we consider our community impact and outreach? Are we able to see the futurity of our facility design, function, and “suction” in the present?

What does it mean to be intentional? When I use this word in conversation, I think of it in these terms:

• On Purpose
• Premeditated
• Done with a specific result expected
• Attention to details

These are words and phrases that are totally opposite to concepts such as:

• Do it on the fly
• Let’s see what happens
• Make it up as we go
• Hope for the best

Most successful ministry leaders adherer to the first list rather than the latter when planning sermon series, accounting methods, ministry initiatives, music sets and transitions between songs, website design, blogs and the like.  They plan.  They have an eye on the net result of their plans and goals.  They do not leave things to “chance”. And they, or someone on their team, is paying close attention to every detail.

I have used the example of Disney before and how they are all about the guest experience.  Do you think they care about the details or the “story” they want their guest to tell their friends and family after their experience? Do you think they leave that experience up to chance?  HECK NO!  Let me give you some examples:

Trash Cans – Did you know that Disney studied and learned that the maximum amount of steps a person will walk to get to a trash can is 30 paces. In order to promote the cleanliness of the park, trash cans are placed no farther than 27 paces away from each other.  Wow…that will keep things clean. And not only that…they are not just trash cans…they are a prop and part of the story.

On-Stage/Back Stage - Disney makes a clear distinction between what people see and what people don’t see. This goes back to Walt Disney’s desire for Disneyland to be a “show.” Whenever “cast members” walk on-stage, the show is on. This distinction continues into how cast members dress and even the conversations they have with other cast members. This is part of their culture.

Street-scape - Disney knows that most of its guests entering the park are excited to see Sleeping Beauty’s castle…which happens to be at the end of Main Street.  To enhance this visual, the buildings along Main Street get shorter and the awnings extend out further along down the sidewalk. This makes the castle appear farther away and larger than life. This draws you toward the castle  and starts that transformation process (more on this in future weeks).

Sight, Sounds, Smell and Texture – When you get near the end of Main Street you are presented with the a myriad of options as to where to venture next.  With each of these options, whether it is Tomorrow Land, Adventure Land or Frontier Land, you will be drawn in and transformed incorporating all of your senses…and then some. Disney is very intentional with the imagery that greets you at the entrance of each “land”…and that theme draws you in and stays consistent. They also use music, sounds and other audible effects to make your expereince congruent with what your eyes see.  It then draws you deeper into this transformation by appealing to your sense of smell and “texture”.  Next time you are there and start to explore the various lands, look down and make note of what you are walking on…and so the intentionality continues.  Amazing!!!

What I have seen and learned by observing this is that many, if not most, of these impactful impressions are not that much more expensive, if at all, than their “basic” counterparts.  And in areas where additional investment is made, it is counterbalanced by a reduction in investment in others.

So…the bottom line is that “intentionality” does not have to equate to it being more expensive….it just means you have to be intentional. Purposeful. Thoughtful. Deliberate. Focused on the outcome.

As you consider your church and ministry facility, have you been intentional with its design, story and sensory elements…or have you left it to chance?

Which do you prefer…a Story or a Fairy Tale?  What is the difference? Let’s look at these…then apply them to our church facilities.

The word “story” may be used as a synonym of “narrative”. It can also be used to refer to the sequence of events described in a narrative. More narrowly defined, it is the means whereby the narrator (or Story Teller) communicates directly to the reader.

Stories are an important aspect of culture. Many works of art and most works of literature tell stories; in fact, most of humanities involve stories. Owen Flanagan of Duke University, a leading consciousness researcher, writes that “Evidence strongly suggests that humans in all cultures come to cast their own identity in some sort of narrative form. We are inveterate storytellers”.  We use stories to pass on the past to the next generation or to give instruction.  It is also used to convey an idea, concept, precaution and the like.  A story can be fictional or non-fiction and can have become embellished over time…but most stories that convey a non-fiction narrative are generally filled with truth.

A fairy tale , on the other hand, is a type of short story that typically features folklore and fantasy.  Most of the time we refer to them as a type of children’s literature.  The term is also used to describe something blessed with unusual happiness, as in “fairy tale ending”  or “fairy tale romance” (though not all fairy tales end happily). In the vernacular, a “fairy tale” or “fairy story” can also mean any far fetched story or tall tale; it’s used especially of any story that not only isn’t true, but couldn’t possibly be true.

I like stories and I like fairy tales. I like to understand perspective, the past, the present paradigms and all the things you can learn from a story.  I also like getting lost in a good fairy tale.  I love fairy tales like The Lion Witch and the Wardrobe.  It is great to become transformed into these make-believe worlds with their unique languages, places, characters and assumptions.

However, what I do not like is when I think I am observing or participating in a story to learn that it is actually only a fairy tale. I feel betrayed, tricked or misled. Have you ever read a story and were fully engulfed in a theme to only find out that it was not true or relevant or congruent? Bummer! I hate “bate and switch” experiences.

Consider the following word association chart:

So…when it comes to your church facility, is it telling a story or a fairy tale?  Is it congruent with who you are?  Your vision? Your mission? Your culture? Or will people see your facility…then upon experiencing your interactions, worship experiences, first impression, and culture realize that it was just a fairy tale?

Tell me what you think.  Are your facilities telling an intentional story or merely a fairy tale?

Living in Charlotte, NC, I used to predominately fly USAir as Charlotte is their primary hub.  Most any where I want to go is a direct flight.  They have a significant number of flights every day to most of the destinations that I fly to. Most of the Charlotte/Douglas International Airport is designed to cater to them and their clientele.

So, why do I almost exclusively fly Delta Airlines? Why would I subject myself to having to fly through another port (unless I am specifically flying to Atlanta, Memphis, Detroit, NYC or Minneapolis)?

Let me share some of the reasons why I fly Delta and then we will look at how this applies to the story our church facilities tell:

1. About 80% of my travel is paid for by the clients I serve as part of reimbursable expenses.  In light of that, I am constantly looking for the best value I can for our clients….helping them be good stewards.  Seeing I generally have to subject myself to a “two-legger” (meaning a connection flight to get to the destination), the flights are less expensive than the equivalent direct flight with USAir. Seeing that stewardship is important to me, it influences my buying and partnering decisions.

2. With the exception of their small CRJ 100/200 planes, every flight has WiFi.  If you know me, you know I love my email and connectivity….so I do not mind sitting on a second flight if I can be productive.  Our family recently took a vacation that required a 3+ hour flight each direction.  We flew USAir as I had significant miles accumulated and we used them for the trip. We flew a 767 going and a transatlantic 757 on the return. NEITHER plan had internet service.  GRRRR!!!  While I was glad not to be “working”, I still wanted intent access for other things like social media, videos, cloud accounts etc. My expectations were grossly unmet and I was frustrated and very disappointed.

3. For the most part, the Delta fleet is newer and better maintained…or at least they appear to be for the areas of the planes I see (i.e. the cabins, seats, flooring, etc)  The flights I mentioned above on USAir were older planes….old decor….straight out of the 1970′s. Frayed seat upholstery.  Worn our carpet. Old seat controls. Retrofitted video monitors. In-flight entertainment systems that did not work or were not activated. The condition of the planes I submit my physical life and safety are important to me. If they are not taking care of the areas where paying customers sit for hours, what else are they not maintaining?  HMMMMM.

4. On the flights our family recently took,  we received a single beverage in coach….and no snack…on a 3+ hour flight.  REALLY!!! The stinginess or generosity experienced influenced me in a significant way.

5. Flying can be stressful….especially for the infrequent flyer….like my wife and kids….and the majority of the people on a vacation destination flight.  So the attitudes, outgoing personalities, approachability, and over all demeanor of the crew, gate agents, and flight attendants is critical.  Again, poor marks for our recent experience…and Lisa and I were sitting in first class on the way home. Still, below average customer service compared to what I expected and what I am used to experiencing. It was clear that the first class flight attendant was not invested in her role on this flight. Personal interactions are a direct reflection on the culture, DNA and attitudes of an organization, and this spoke volumes to me.

I could share more about the airline industry pros and cons, but that is not really my point.  The point is, that the experiences people have as a guest at your church (or any organization) will impact them and can play a significant role in determining if they return (become a patron, enthusiastic customer and ultimately a raving fan) as they find their way on their spiritual journey.

We have talked about how First Impressions are so critical….and it tells a story, whether we intent to or not. This is a real life example of how this is played out in an everyday occurrence.

Does your church offer a WOW experience and tell a story that is congruent with your mission, vision and ministry objectives? If not, you may be missing an incredible opportunity to meet the needs (especially spiritual) of those in your community.

To quote Derwin Gray (@DerwinLGray)…“Marinate on that” 

I remember one night talking with my girls about a consulting job/position I had been in.  They told me I seemed very stressed and distracted back then!  Imagine that!    I felt a little defensive and reminded them that I always picked them up from school and was home when they were home most of the time.

Then came the zinger…” You were here, but you really weren’t here;”  they informed me.

I got it…even though I was present physically, my mind was a million miles away.  I think one of the most caring things we can do for people is to simply be present…to everyone we encounter.  I found myself the other day at lunch thinking of what I was going to tell my friend when she was done talking and my mind began to just “check out” as I was no longer focused on what she was saying.  I also would catch myself on the cell phone while checking out of stores and using sign language to communicate!  What message was I sending out?

I have been learning to slow down and be more mindful of everyone I come in contact with and it has been great.  I now really know my bank teller and could tell you much about the people at my grocery store.  I know the stories about many waitresses and waiters; and have grown to see them as my friends…all from simply being present.  On and on I could go, but I believe I see a lot more smiling faces when I take the time to connect and be genuinely interested in the many faces I come into contact with everyday.

I assure you men out there, that when you are courting your wives; they will be thrilled when you don’t stare at the sports channel or your cell phone. And for the ladies out there…the same applies!   Being present is highly under-rated!  Give it a try and you will have such a joy as you begin to think of others more than yourself.

Isn’t that what it is all about afterall?  And by the way, I have a long, long, way to go!!!!

Over the past several years we have become acutely aware of the essence of “story”. We hear this term used in the church world and in business settings.  It has been used to prompt people to open up about their lives and life experiences…to tell their story. On a “corporate” level it is the interwoven thread used to identify the mission, vision, direction and passion of organizations. The reality is, we all have a story.  Some of these stories are sensational while others may seem mundane or routine and others grip our emotions and pull on our heartstrings while transforming us into the story.

What has really grasped me lately is that everyone and everything has a story to tell and that people are “reading” those stories even when we are not aware. We do not have to write a “screenplay” or book to tell our story. When we walk into a room full of people, you will start to read certain aspects of people’s stories and they will start to read yours as well.  They might not see the entire story, but they will see some pretty obvious chapters in that story.  The way you enter the room will tell the chapter of your story related to your self confidence or possibly your physical attributes or limitations. The way you shake the hands of the other guests will convey yet another part of the story as will the clothes you are wearing…and you may not have even said a word. In addition,  the room itself tells a story (more on that later).

The concept of “story telling” has become an “Ah Ha” moment for me.  I have learned that some of the most interesting, complex, intuitive and compelling parts of my story are those observed and not heard. If I have to verbally communicate that a component of my story is generosity and kindness, then it is very likely that those
attributes are not really part of my non-fiction story, but rather a fictional (Fairly Tale) trait that I want people to believe about me.  Conversely, congruent stories are generally seen and felt long before they are verbally communicated.  In fact, I believe that some parts of our story, those with the most intrinsic value, are never spoken. We did not need to hear Mother Theresa tell us she loved orphans. We do not need to hear a speech by Shaquille O’Neil to know that he is a large man who has done well for himself as a professional athlete. We do not need to have a mother ,rocking her baby, to tell us that she loves that gift from God.  No, we can see it.  We can feel it.  There is something that communicates the story to us just by looking at the person or the situation.

“Story” is all around us…in virtually every aspect of our daily experiences, which means that our church and ministry facilities also tell a story. The questions for church leaders are:

What story are your facilities/campus telling?

Are we intentional about the story?

Is the story congruent with who we are, who we “think we are, what we believe/value and who we want to reach for Christ?

I believe there are 7 primary factors to story-telling that we need to be cognizant of related to our church facilities and a first-time guest’s experience:

1. Story vs. Fairy Tale
2. The “new” Front Porch  (click HERE for more on this)
3. Design/Street-scape
4. Parking Lot Experience
5. Way-finding/Environment
6. Interactions
7. Condition

Over the next weeks and months we will be exploring each of these areas in more detail I believe that as we become more acutely aware of the impact of our ministries unique story, and how it impacts our guest and the people God had called us to read in our community, they greater the impact we will have on fulfilling that calling.

Happy Easter.

One comment that I received really challenged me and made me drill down into my thoughts deeper…which challenged me even more.

The following is the comment that I received via one of my social network groups:

Thank you for effectively communicating the heart of the church. In my world developing and executing sales strategies to expand our Consumer growth to drive margin growth, winning and maintaining key strategic accounts, building and growing a pipeline of potential business with Consumer/Industrial clients, leading, developing and challenging a sales team to raise individual and collective performance levels.

Questioning and challenging existing ways of thinking, and working collaboratively and establishing solid business relationships with the operations and finance teams certainly are key essentials to building business in the technology environment that I live in at times.

Could you share with me how these principles might be reflected in the church in the power of the Holy Spirit, and guided by the Word of God of course.

Thanks Tim,

That really made me stop and think about how to apply my words and rants to my readers and to me personally…what a concept!!!  At first I thought of just ignoring this comment, but the more I read and re-read, the more I realized that I needed to respond for my own benefit as I also need to evaluate how my God given skills, talents and abilities can be applied to the “church” world and particularly my involvement in my local congregation.

Here is how I responded:

Thanks for asking.

First, just for clarification, the primary purpose of the blog was not to see how our personal business acumen or skills relate to the church, but understanding that the church needs to have its own “elevator speech” that is congruent with how they act and what they value.

But, to expand on it and look at your questions, I would say that your skills sets would apply to the “church” in at least the following was:

1. Developing key strategic accounts – we may not think of church based relationships as “accounts”, but what if we did? What if the local outreach partners (a strategic “account”) needed an advocate to develop and maintain the relationship and collaborative opportunities? Some one with your skills could be vital in this role.

2. Develop and challenging a sales team…to me this sounds a lot like developing and challenging a group of ministry teams and/or volunteers. The difference here is that we are “selling” a product with eternal value….a life or death proposition. Leading that kind of “sales” effort has incredible value.

3. Questioning and challenging existing ways of thinking – The seven words of a dying organization are “We have always done it this way”. This applies to church as well. We must never change or “monkey” with the message of the gospel, but the means, methods and contextualization of the delivery and communication of the message should always be challenged.

Thanks for asking….good stuff

This is one that I am going to have to chew on further and then apply it to my own life.  I am afraid I have not always practiced what I preach.

Time for application.