Last Sunday afternoon I did something I’ve wanted to do for awhile…go to Barnes and Nobles, pick out a book and read it in its entirety. First of all, I’m not a big reader, so this was quite a feat for me. Secondly, I can’t stay focused very long on one task, so sitting in a quiet place, reading for a couple of hours was a challenge. However, I accomplished my Sunday afternoon task with a cinnamon dolce latte from Starbucks and a book on the history of branding. Not very exciting, I know.
One particularly interesting thing I learned from this book and that I’ve been mulling over ever since, is the idea of divergence. It was a word that kept popping up throughout the book, so I figured it was important.
As I kept thinking about this idea of divergence, I realized the impact it has on branding for a company as well as a church.
Divergence is about finding a new category and focusing on that one thing and making it THE thing. Taking an existing category and revamping it, isn’t divergence. That counts as gradual change, always improving the existing for the better. This is, of course, important as well.
Take for instance Southwest Airlines. They took something that was already a category (flying), but made a new category and focused on that: cheaper, easier, friendlier flights. It’s not always about more options or more numbers. Sometimes simply focusing on one specific thing has a bigger impact than trying to take over the entire airline industry.
Another example: Itunes. When people talk about mp3 players and music, I find that Itunes/Ipods are used as a general terms for downloading music and mp3 players. Apple has created a new category that is recognized as “THE” thing. Whether you actually use Itunes for your music downloads or actually have an Ipod, I’m sure you’ve heard someone refer to their mp3 player as an Ipod. This is divergence.
Where does this fit in for churches? I’m still thinking about that. Finding something in your area that will make you “THE” church for that specific thing, is a start. How do you want people to identify your church? A place of safety? A great women’s ministry? An interactive place online for people to connect?
What are some examples of divergence that you guys see or are experiencing in your churches? What sets your church apart from the rest of the churches?
February 10th, 2009 at 4:08 pm
This is great! It is exactly what Christ did. Took somethinig … Religion. Out of the Religion of the Day (Judaism) was formed a brand new way of life that separated itself from all other Religions of the world. Not trying anymore to gain the impossible task of somehow obtaining acceptance from a Holy and Righteous God, but now actually entering a Relationship with a heavenly Father from whom we have already been accepted (Rom. 3). Mind Blowing!! Christ is now THE way, THE truth and THE life.
Because Christ is our example, this creative power has been given to us. The church has been great at “gradual change” and taking ideas from the world, but we were created to Diverge!! Let’s do it. Thanks for the great word Laura.