Travel Agent Leader or Tour Guide Leader

The other week I was sitting in a John Maxwell seminar and he made the observation about two types of leaders. There are the Travel Agent leader and the Tour Guide leader. I was really struck with the profound difference between the two and not only in leadership in the work place but in other areas including as parents, as sports coaches and even leaders in community groups like churches.

The Travel Agent leader is the person who says that where you are headed is great, you will experience this, see these things, have this happen to you and be aware of these problems. We have all experienced the travel agent before a journey. They give us all the information they anticipate we need and then wave us off as we embark on the journey.

The Tour Guide says hello I have been here before I know what will happen and I will use my experience and local knowledge to guide you around on your journey. Basically the tour guide holds your hand.

What sort of leader would you like to be led by? More importantly what sort of leader are you. As I pondered these questions I thought also of what sort of husband and dad am I to my family. With my oldest child just entering his teen age years how am I helping him negotiate all the new experiences he is having. Am I saying yes I was a teenager once (even though it was last century and before computers) so you will be fine? Or am I saying yes I was a teenager and it is hard and I will walk the journey with you. I need to make sure that my words match my actions.

I have to make the time to walk with him and also do the same for the other family members. Plus there are work commitments and friends to fit into the equation. I can now see why some leaders take the easy option and opt for the travel agent. What experience though has taught me that any leadership consists of a lot of hard work and very few short cuts.

The Tour Guide leader is one who gets into the trenches and gets dirty with his team and says walk with me and we will get through this. They bring confidence because they are there with their team and sharing their experience and knowledge in the hope that perhaps one day that team member may in fact become a travel agent to some one else.

As I look at some of leaders I have admired two who come to mind Allan Border and Steve Waugh as captains of the Australian Cricket team were leaders who the players new would always be in the middle of the ‘fight’. They were leaders who merely didn’t give instructions but actually played the instructions and gave them beside their team mates. It then brought a huge amount of self belief into players who at that point were struggling as players.

So I throw the thought to you as John Maxwell did to me. Are you a travel agent leader/parent/coach/minister or a tour guide? Where do you lead your team of work colleagues, church congregation and family from; from the sidelines, from behind or in front or from within? Is work different from home? I think my teenager needs me to come from beside him and no where else. He needs to learn how to take the steering wheel of his life. Work sometimes needs you from in front and /or behind as long as you are there close by when needed.
Love to hear you thoughts and experiences. Drop me a line in the comments below.

Making your Christmas Carols a winner

As I am writing this blog some 6 weeks out from Christmas I am having also sorts of thoughts about Christmas music, Christmas traditions and just quietly Christmas food.
None of these are reasons why I am writing this blog. The intent is to provide some thought, inspiration to those church ministers who are planning their annual Christmas carols concert.

These are my observations from being part of heaps of carol events as a participant in the audience, as an MC, or part of a promotions team. Read this with an open mind. It isn’t a to do list but something to think about in your planning for your event.

You are not Hillsong or Citipointe or a church with a major music team so don’t try and over achieve with your event.

There seems to be a trend for large numbers of unchurched families to attend local community Christmas carols. Why? I think it is because most parents want to have their children experience something they experienced when they were children growing up. Call it nostalgia if you like but I think it is a powerful motivation for going to a church Christmas carol concert. Adults remember what it was like as a child with a candle (or torch) singing traditional Christmas carols on a warm balmy night.

They see a local Christmas carol concert as an opportunity to bring the family together around a candle or glow stick and have a bit of a family sing-along. In fact for some families it is the only time they have a sing-along. So my suggestion is don’t complicate the traditional songs by making them fancy with huge production values. Maybe leave that to the big churches and you concentrate on being traditional. Include the opportunities for candles or glow sticks or torches. Have it outdoors if you trust the weather or indoor at your church.

Nostalgia is a powerful driver in today’s society which is looking for some old fashion values. I also believe it is the thing that will allow their kids to attend Sunday school and youth group as they look for programs with old fashion values they grew up with.

My final couple of points to make your event meaningful.

Make sure everyone leaves your event with an invite brochure/card to your Christmas Eve or Day service. This card should contain the service times (including how long it lasts eg 8am for 1 hour Christmas morning), your church website address and physical address, phone number and church email address plus if you have a Facebook page or twitter account put it on. People love social media and any way you connect them to your church the better. Keep the invite to a size suitable to be stuck on the fridge.

The key is to try and keep your event simple and appropriate to the strengths of your church and engaging to your community. Plenty of community singing to traditional tunes, the odd special item and a short punchy message with an invitation to church on Christmas Eve or Christmas Day.

Over to you for your thoughts.

Why don't people go to church anymore?

Why don’t people go to church anymore?

Wouldn’t I like a dollar for that question being asked at the moment? Even better would be the solution to the trend of dwindling church attendance. In my anecdotal observations of church life in Brisbane there is a disturbing trend of not just dwindling church attendance but regular church attendees are actually attending less services each month.

Currently people who would call themselves regular church attendees are now currently attending twice a month and that is trending down to once a month. That is a disturbing trend that creates a whole lot of problems for church ministers. Why it is that even our loyal people are now becoming infrequent when attending church. Is it a reflection of their personal faith commitment? Is it because church is boring, or are people becoming busier?

Personally I don’t think it is the first answer. I think people are just as committed to Jesus as ever. I think it is a bit of reasons two and three. However I am beginning to think it is more about the way people interact and consume their ‘entertainment’ or information.

Growing up in the 70’s and 80’s people would make a point of being home in time to see a particular TV show. In the morning we would tune into our favourite radio station to hear a particular show that would happen in breakfast at the same time each day. We would go and see a movie at the cinema on Saturday nights or even Saturday afternoon because that was the only time it was on.

Then something happened.

In the late 80’s early 90’s the VCR started arriving in people’s homes. Suddenly people could tape the news, TV show and watch when it suited them. Instead of going to the movies people could hire the movie from the video shop and watch at home when it suited the consumer. Suddenly we started seeing the death of appointment viewing as people now had the opportunity of missing it ‘live’ and still being able to watch or listen to it later.

Even now we see TV stations showing some of their shows on their website, radio stations podcast their programs so people who missed what happened earlier can now listen at a time that suits them.

Where does this leave the church? We are still stuck in the model that church is on at 9am Sunday; come along then or miss out for another week. Why are we surprised that more and more people are missing out. We are conditioned to get our information/entertainment on line via podcasts, iview, online newspapers or even via DVDs. Churches still exist in the old model of expecting them to come when the Senior Minister thinks it is the best time to have Church. Often it is the best time in his frame of reference not necessarily the best time for his congregation or for that matter the community of unbelievers. They are living in the model of a consumer who consumes at a time that suits them not that of the content provider.

So what is the solution? That is the million dollar question. I wonder if the answer to dwindling church attendance lies in not upping the ante of making church services more attractive rather in creating more opportunities for people to attend church. By pod casting the service they know they can skip church because they will hear the sermon on line and certainly they can sing the songs on their ipod or CD player too. But in missing church they miss the opportunity of human connection in their faith journey. But if they can’t make Sunday we need to give them other opportunities for this connection. Maybe those opportunities are Saturday night, Wednesday morning, and Tuesday evening.

Most churches have their own building lying idle Monday to Saturday. Let’s think about using them outside of Sunday. Retailers along time ago learnt the lesson of 7 day week trading. They don’t expect people to consume every day but at least once that week and at a time that suits them the consumer. Church trades once a week and expects everyone to drop everything to attend then.

I know there are other issues that contribute to dwindling church attendance like perceived relevancy of church. But as I talk to more and more people who are unchurched I find that many of them believe there is a God and see church attendance as not important to their life.

Keen to hear your thoughts.

Branding your Church Part 2

Before I start with part 2 let me answer a question that was posed to me off part 1. What is the diference btween a vison statement, mission statement and a postioning statement? Here's my answer. I guess my definations of the three statements are:
Vision statement is what you organisation strives to be;
Mission statement is how you will achieve it;
Positioning statement is how people see you in the marketplace.
For example with 96five:
Vision statement: To be Brisbane's prefered radio staion for families;
Mission statement: Building stronger families, connecting people to Jesus Christ, supporting the Christian community, through excellence in radio broacdcasting;
Positioning statement: Families No. 1

We don't use our vision statement as our branding statement. Our mission statement is an internal organisation message. Our vision statement says that we want to have your family listening to us. Those that already listen to us know that. People who aren't listeners don't know that. Our positioning statement is the brand slogan that helps us achieve our vision statement. Our mission statement then lets our staff now the framework for all programimng decisions.
So in a church context vision statement defines the church's position in the community, the mission statement tells the leadership and congregation how it will be achieved and the positioning statement is short punchy and tells a non member about your church distictive.

Does that help. Your church vision statement should never change - it is timeless. Mission statement may not change either but can be fine tuned to reflect the strengths of the church and the positioning tsatement should rarely change as it always takes a while for the community to actually 'get it'.

Now for Part 2.

Communicating your Distinctives

Just as important as developing your distinctives is to clearly communicate them to your audience. Often a church lets itself down by not clearly articulating what they are doing. Churches have always been guilty of using words that are not readily known by unchurched people. Churches will talk about their contemporary music. There is actually no such music genre at contemporary. Try going to iTunes or a retail music store and asking for the latest contemporary music album. They just don’t exist.
Other use phrases like we are a bible believing church. Well aren’t we all – it is a given not a positioning statement.

Sometimes we will talk about a world famous speaker coming to speak this weekend. I ask the question in whose world are they famous in. Nelson Mandela is world famous but Bill Hybels or even Julia Gillard isn’t world famous, just known in their areas of life.

Also never confuse style with relevance. When communicating you need to communicate from a position of substance not from a position of style. People aren’t looking for something stylish but for something that actually meets their own needs.

Service Delivery

Make sure you can actually deliver your distinctives or promises. Make sure you are actually friendly and engaging. If you call your self a family church do you cater for single parent families? What about singles?

Embrace other churches.

Other denominations are not the enemy or opposition. We are actually on the same team. Notice in your community how all the fast food shops seem to be in one spot. That is because they know that works in a financial sense. So if a church opens up in your area don’t panic. It is actually a good thing. Also there are plenty of unsaved people to share around. The more churches the better. Again embrace your distinctive not the other churchs distinctives and you will be fine. After all didn’t God call you to be there?

Developing your Church brand

For awhile I have been doing some research in to marketing and branding and in particular how they can help a church effectively reach their community. In the next couple of blogs I am going to attempt to summarise my thoughts and studies on this topic and hopefully give you something to think about as you see how your unchurch community looks at you.

How is your church perceived by your congregation and by the community who don’t attend. These are two distinct groups of people with different needs and different ways of engaging them. Firstly we will look at how we engage our community.

Your Church Brand or distinctive.

Your church brand is how you are marketed or perceived by all people. Good or strong brands are instantly recognised and should create an emotional connection. When you see the Golden arches logo you don’t think McDonalds but you are automatically thinking about their products and how much you enjoy them. When you see the Nike swoosh you are thinking about how it helps you run, or how comfortable their clothes are. Even the logo CE, you don’t know what it means but you recognise it as some sort of quality control.

So what is your Church brand?

How does your community perceive your church? Do they recognise it they way you do. If you closed tomorrow would anyone notice?

Successful organisations work out firstly what message they want to communicate to their community. They identify that market and then look for what are the hot buttons for that group of people. Churches need to decide if their core market is their existing congregation or is it people who don’t go to church.

When you are developing your church’s distictives (brand) you start with what your audience wants not what you think your audience wants. This would include not only programs but what time the activity or even church service starts. Which day of the week you hold it? The church is really a service organisation. The church is the only community organisation that exists for people who aren’t its members. So when you run an activity make sure the people you are running the activity for actually want it.

You need to make sure you have distinctives that actually engage people. Quick check amongst you current church activities. Who is engaged churched or unchurched?

Well who is my audience?

Our radio station has a specific listener in mind when we create our programming. She is Mary Smith 34 year old lady with two kids, one in grade 4 another in grade 1. She has a significant male partner in her life, doesn’t go to church but is not anti church. She drives a family type car, kids play sport and the daughter does dancing. All our decisions on music selection, announcer breaks, copy writing for ads all come from what engages Mary and her life. Our radio station distinctives come from Mary’s life and what would engage her as a listener and a person.

Churches sometimes make the mistake of not being able to define who their Mary Smith is. Consequently you don’t know who you are targeting in your programs or even sermons. The same for departments such as youth or Sunday school. They all should have a core person in their mind when running their ministry.

Once you know what Mary looks like then you can develop your Church’s distinctives. Also be prepared that you Church’s vision statement may change. My experience is that most church vision statements are for the congregation not the lost. Most business vision statements are for the potential consumer not the existing member. That seems to be an interesting difference. I think a lot of churches get their vision statements mixed up with mission statements. Throw into the mix that many churches even use their vision statement as their branding/positioning statement. In reality you actually should have three different statements.

Next blog will look at how do you communicate your brand/distinctives to your community. I am also keen to hear your thoughts on this topic too.