vision or marketing values?

In a wide ranging discussion on youthwork, churches and employment, I found myself blurting out (without any thought!) – “the problem with churches is the trend for vision statements!”.  Quite a statement and one that I do not actually agree with – what would have been better to say is “a problem that churches have is the use of marketing statements as vision”.

We need vision – it brings direction and focus – but there is a problem when we replace vision with ‘marketing tools for growth’ and assume that when these targets are not reached that we have failed.  Vision allows the marketing values to shift and change, marketing defines the way we travel, vision shows us the destination.

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