If you’re in the business (like we are) of reaching a difficult market niche, you might be scratching your head (like we sometimes do) trying to figure out how to improve what you’re doing in order to more exactly capture the attention of that difficult to reach market niche.  You’re trying to get better at doing what you’re already doing.  But maybe you’ll find (like we sometimes do) that better is not what will get them.  Maybe you’ll find that different is what will get them!

Seth Godin has a post on this idea today.  I have to say it is exactly what we’re finding.  In order to really connect with the niche we’re trying to reach (people who’ve opted out of church) we’ve had to come to the realization that improving the choir really won’t make it for them.  It might persuade some folks from another church to join us…but they’re not our target.  If we want to connect with our target we’ve got to be different.  We’ve got to design a different thing altogether.

For more on this idea, check out Implications of the Wrong Target, Designed for the Wrong Target, or Is Blended Really a Strategy.

Not Just Better
  • Mark, how do you remain relevant while staying true to our roots? I mean, there are many things that are tried and true and “just work”. Is there a danger of going too different and throwing the baby out with the bath water? I guess what I’m asking is, where is the tension between keeping what works, and trying new things. Here is an example. The preaching platform on a Sunday, do we mess with it? or try something cafe style?

  • Mark

    Those are great questions. I think there are two important possibilities. First, the “genius of the and” would suggest that you might add a venue with a cafe feel in order to reach a different niche. Second, a careful examination of your assumptions about the tried and true might uncover something unexpected. Check out today’s post on questions that drive organizational progress for more on this idea.