Think like an outsider

During our earliest days in Arizona, when I was trying to figure out what I was doing as a church planter, I had several part-time jobs. I drove a van, shuttling European aviation students from an apartment complex in Avondale to the airport in Goodyear. I subbed in schools. I delivered groceries for one of the earliest online grocery shopping platforms. My favorite part-time gig, however, was being a secret shopper for the Safeway grocery store chain.

As a Safeway secret shopper, I quickly learned the Valley's geography. Before the days of map apps and Apple CarPlay, I had to locate the stores, plan my routes, and hit the stores within specific time frames.

Being new to the Valley also gave me a great cover as a secret shopper. Asking store employees where I could find grits or if they even had okra seemed normal with my North Carolina accent. In the bakery of a Safeway store, I first discovered tiramisu at the age of 41. Yeah, I had lived a sheltered life.

Locations with an in-store Starbucks required the purchase of beverages. My typical "black eye" was cheaper than the compensation we received. Double shots. Double score. It was better than free coffee. I was being paid to drink coffee.

My experience as a Safeway secret shopper also introduced me to the cultural differences in the varied communities of the Valley. If we're close friends, remind me one day to tell you about my experience in Sun City.

However, the most valuable part of my experience as a Safeway secret shopper was the job's responsibilities. Without disclosing any details, our general duty was to take a critical eye into an everyday experience as a grocery store customer. Although we were employees of Safeway, secret shoppers were trained to assess the situation as outsiders.

From the earliest days of core group development for Crosspointe, the Church at Tartesso, through the rocky start to community ministry efforts, to the preparations for our Kick-Off service, I constantly assessed and reassessed all our efforts and plans

from the perspective of an outsider. How did the families in the community we had not yet met receive and perceive what we were doing? If someone who knows nothing about us walks in the door on a Sunday, what grabs their attention? Is the parent who just moved in last week comfortable and confident leaving their children in our care for an hour and a half? When a first-time guest sits down at one of our tables, do the water bottles and coffee on the table tell them we are committed to excellence or scream that we are desperate and cutting corners?

Was there even a speck of dirt or trash on the sidewalk as they approached the door of Tartesso Elementary School? When they walked into the area where we gathered, what might be their emotional response to the space? Did it draw them in or repel them? What would I see, hear, or feel if I walked in completely unaware of what to expect?

More than once, I was accused of being obsessive. It was an accurate assessment. In roles and responsibilities of leadership, it is easy to fall into the trap of insider tunnel vision. Churches often function in a manner that suggests they never expect someone who isn't an insider to be there. Announcements are among the most noticeable elements of a Sunday morning service that reflects this reality.

Yet, regardless of whether we are leading a church, business, professional practice, or non-profit, understanding the viewpoint of those we want to reach is essential. A church whose stated mission is to share the Gospel with those who are not involved in a church must understand how to communicate with them effectively. A business needs to know what prospective and current customers want and need. A professional practice or non-profit needs to know how to communicate the value we offer to prospective clients or supporters. Why should a client choose your practice over the one a few doors down the hall or street? What values influence the buying decisions of our potential customers?

Why should an unbeliever care what we believe or do? What qualities are essential in a faith community in the minds of those we want to reach? How are they investing their time and energy while we gather for worship? Why is that hobby vital to them? To what tone in communication do they respond well? What reasons have we unwittingly given them to stay away?

What about you? How can you gain the perspective of the outsiders you hope to bring inside? Who can help you develop that critical eye to assess what you are doing?

Hoping you have a fruitful and fulfilling New Year!

This piece was originally published on January 7, 2021. Three years later, I am convinced that developing the perspective of those we are trying to reach remains a high, perhaps even urgent, need for those who have the responsibility of leading churches, whether as Pastor, in a supporting staff role, or part of the volunteer leadership of the church.

Thank you for taking the time to consider my Thursday Thoughts on Leadership during 2023. I hope they have been challenging and helpful to you. I look forward to continuing to learn about the exercise and stewardship of leadership in 2024 and sharing those with you.

The views and opinions expressed in my Thursday Thoughts on Leadership are my own. They do not necessarily reflect the views, opinions, or policies of the Baptist State Convention of North Carolina or any affiliated churches.