Seth Godin is THE MAN when it comes to marketing. And no, he didn't write a love letter to the church growth movement, I was just looking for a title that would catch your eye. Nor does what he say apply only to the "church growth" gang. But he did say something today that applies very well to all who would try to grow a church. It is simply this:
The more people you reach the more likely it is that you're reaching the wrong people.
From what I understand, Seth knows niche marketing like no other and I think this is where he is going, though I could be wrong (and probably am).
There is one sense in which I would strongly disagree with the sentiment, at least as it applies to the church and the gospel - there are no wrong people to reach when it comes to reaching people with the gospel.
On the other hand, Jesus was known to discriminate about who followed Him. He turned those away who were not willing to forsake all and follow Him. Thus, He showed that there were certain people He was not seeking to reach, and this had nothing to do with race, socio-economic status, nationality, gender, power, popularity or any of the other things we often discriminate over. It had everything to do with their willingness to follow Him fully.
So I think there is a real sense in which Seth has wisdom for those of us in the church. What's your take?