“To reach people no one else is reaching we must do things no one else is doing.”
That line seems like a no-brainer. Obvious. And yet, when I heard Craig Groeschel say that at Willow’s Leadership Summit last year I scrambled to write it down and then had trouble thinking about anything else for the rest of the day.
“To reach people no one else is reaching we must do things no one else is doing.” Got it. Definitely. Makes a lot of sense. If what you’re doing right now is not reaching the people you’re trying to reach…then you’d probably want to try something different.
I want to figure out how to do that, which is why this diagram from Change by Design by Tim Brown leaped off the page when I saw it.
Here’s the gist. When you’re preoccupied with the needs of your existing customers…you’ll focus your attention on providing incremental improvements.
If you want to do anything beyond the status quo, you’ll need to begin making evolutionary changes (extending beyond existing offerings or adapting to reach new users).
Really, Groeschel was referring to revolutionary innovation. Maybe we find it difficult to reach people no one is reaching because we’re unwilling to go to the lengths of creating new venues and new methods that are beyond incremental.
Reacting to Craig Groeschel’s line, Andy Stanley said, “You can change the music, the style, dress different and take out the pews, they still aren’t going to be reached.” If you want to reach people no one else is reaching, you’re going to have to do things no one else is doing. You’re going to have to create. Incremental change will never get it done.