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.