



You don’t notice the growth day-by-day. But when you look at it like this, it’s plain to see!




You don’t notice the growth day-by-day. But when you look at it like this, it’s plain to see!

I took this picture in my backyard this morning. It illustrates this thought perfectly. In the middle is our healthy orange tree, to it’s left is a healthy grapefruit tree, if you could see more you’d see another orange tree, a couple peach trees, a mandarin, and lemon tree. And everything else is dirt.
Being a Midwest boy now living in an coastal arid climate I’ve been fascinated by this simple principle: What you water grows. The rest of our backyard is dirt or dead, dried up weeds. Where I grew up this same effect would be impossible. Weekly rains would ensure that the dirt would become covered in in vegetation. But in our climate, if you don’t water an area… nothing will grow.
In your life, what you water grows
Followers of Jesus know this to be true in matters of the heart as well. Jesus said this, “If anyone is thirsty, let him come to me and drink. Whoever believes in me, as the Scripture has said, streams of living water will flow from within him.” By this he meant the Spirit, whom those who believed in him were later to receive. Up to that time the Spirit had not been given, since Jesus had not yet been glorified.We know that God’s written word is living water to our souls.” Practically speaking, those who spend time contemplating and meditating on Scripture grow– while those who do not, don’t grow. Later Jesus taught his followers why they needed to stay connected to the vine. [fellow believers] “I am the vine; you are the branches. If a man remains in me and I in him, he will bear much fruit; apart from me you can do nothing.” The vine is the source of water and nutrients… stay connected to the vine and you live. Disconnect and you die.
Are you watering the right things?
In an arid climate water is a precious commodity. Here in San Diego we live under water restrictions as our fresh water isn’t natural to the area. It is all pumped in from other places! (We have a rainy season [Winter] and a dry season. [Spring, Summer, Fall]) We all have to make choices with the water that we have… what will we allow to grow and what will we allow to die? The same is true in our lives. Professionally, we know we can’t do it all… so what will we give water and see thrive and what will we not water and see die? In our families, we must chose things to water and things to dry out. In our ministries, we must chose which programs and people to water and which to allow to not grow or even willow. Individual believers chose, do I want to be connected to the vine… the source of nutrients and water… or do I want my faith to die by not connecting with other Christians?
This water thing is pretty deep. After all, the Mediterranean climate is a coastal desert as well. It all ties into the parable of the talents as well, doesn’t it? We’re all given things to manage. And part of being a good manager is deciding what to water and what to let die. You can’t do it all! Chose wisely and water the right things.
Entrepreneurs get this. Start-up businesses get this. New franchises get this. Church planters get this. But no one in an older business, church, franchise, or industry can comprehend this.
You have grown your audience as much within what you are doing today as you will ever grow it. You primary demographic already knows about you and has decided whether to be a customer or not. They have decided whether to become a student in your college or not. They have decided whether or not your to attend your church.
People largely make decisions on your project, widget, consumable, or institution in an instant. Five seconds or less. (Test it yourself, watch TV commercials. How soon until you decide if you are buying that product? I thought so.) Spending more money to advertise the same thing over and over again is just a waste of money. This is why Super Bowl commercials can be deal makers or deal breakers for companies you’ve never heard of.
This is why marketers dump millions of dollars onto the airwaves and see little return on their investment. This is why church marketing sucks. Once you can identify who your audience is… your best possibility for growth then shifts to customer service and care. Can I keep the customers I have? Can I provide them such an amazing service that they tell their friends that they have to go there, be there, or be your customer?
Growth comes as you lead your organization towards the edges. When you help your church or college find a new demographic, there is growth. When you design a new product that changes the game for an old industry, there is growth. When you serve a need that everyone wants but no one offers, there is growth.
What’s the first step in determining how to find my edge?
Spend time and discover where you are failing. Spend time finding out where everyone in your industry fails. Spend time finding out what churches in your area aren’t doing.
Hint: Studying successful companies, institutions, churches, or whatever will only lead you away from growth and into their market. Learn from their best practices, for sure, but don’t study them to copy them. Their edge won’t ever be your edge.