What the advertiser needs to know is not what is right about the product but what is wrong about the buyer. And so, the balance of business expenditures shifts from product research to market research. The television commercial has oriented business away from making products of value and toward making consumers feel valuable, which means that the business of business has now become pseudo-therapy.
A re-phrase of the quote as it concerns pastors and churches may, at times, be both an accurate and alarming statement of many of today's churches.
What the pastor needs to know is not what is right about the product, but what is wrong about the buyer. And so, the balance of church expenditures shifts from product research to market research. The television commercial has oriented church away from proclaiming products of value and toward making church people feel valuable, which means that the business of church has now become pseudo-therapy.
1 comment:
I think the challenge is that 'church' is a pretty broad statement that can represent a series of 'products' or a product line for that matter. The thought about perception of self and product is a very good one. I do think however that the statement is a bit of a stretch. The pursuit of quality and the search for value are two spectrums that exist in any business and at odds with each other many times. However, a holistic view of business [church] means that we embrace both and pursue each with the same intensity. Could it be that there has been such a lack of 'pseudo-therapy' that the pendulum has moved too far in that direction? Will it move towards a value driven approach?
I think the other element is that there is so much competition that many businesses will roll whatever the market is smokin in order to keep their sales numbers up. This again has two edges to it. The need to move with the market but also the need to be true to your strategic plan. Businesses [churchs] that move to and fro too much end up spreading themselves to thin and do not create sustainability. A few more questions:
1) Can a business [church] that stays itself in just value last?
2) Can a business [church] that stays itself on just consumer value sustain itself?
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