More information =
less clarity

We have bombarded our people with too many competing little ideas, and the result is a church with more information and less clarity than perhaps ever before. But the church is not alone in its predicament. Businesses also get distracted with lots of little ideas and forget the Big Idea. Many marketplace leaders are relearning the importance of the Big Idea in regard to advertising. It was a multimillion-dollar sock-puppet ad during Super Bowl XXXIV that epitomized the absurdity of the advertising during the dot-com bubble. This same era brought us commercials with cowboys herding cats, singing chimps, and a talking duck — all great entertainment, but they didn’t convey a thing about the brands they represented. Brand consultants Bill Schley and Carl Nichols Jr., in their book, Why Johnny Can’t Brand: Rediscovering the Lost Art of the Big Idea, tell us this type of advertising is not effectivebranding. Schley and Nichols exhort companies to redefine their products in terms of a single, mesmerizing “Dominant Selling Idea.” They go on to explain that somewhere along the way, “Johnny” forgot the basics of revealing the Big Idea in an easy, everyday way that cements a brand as top dog in the hearts and minds of consumers without resorting to puffery and shallow glitz. What are businesses learning? That “more” results in less clarity. (And less money!)

We have bombarded our people with too many competing little ideas, and the result is a church with more information and less clarity than perhaps ever before.

Don’t misunderstand — this is not a rant against entertainment or churches that are entertaining. I actually think churches should be more entertaining. But that’s a rant for another book. This is a rant against churches (and businesses) that don’t discipline themselves to create experiences that convey and challenge people with one Big Idea at a time. Why? Because the lack of clarity that we give our people impedes the church’s ability to accomplish the mission of Jesus. “More” results in less clarity.

Ferguson, D., Ferguson, J., & Bramlett, E. (2009). The big idea: focus the message---multiply the impact. Grand Rapids, MI: Zondervan.

If you need help with custom lessons for your church, please contact me. josh@joshhunt.com 575.650.4564

-- Josh Hunt