Assumptions. We all have them. We assume certain numbers matter (because someone told us so - or because the powers that be up the organizations food chain said so). We assume, in general, that worship attendance is a clear indicator of whether "we're being effective in our job as pastor."

I began to challenge that notion about two years ago. I don't see the correlating evidence that if our numbers are up, our discipleship effectiveness is up. It began to dawn on me that we might be measuring the wrong thing!

We are called to "make disciples." Making disciples is a long-tail process involving knowing your community, inviting people to know Jesus (not the church), sharing coffee and directed conversations about who Jesus is, growing in faith, courage, and love for Jesus, sending out people into the world to keep those conversations going, AND, oh by the way, when the day is ripe, for someone who's been building in curiosity to be invited to church.

Starbucks made huge money and reputation by getting their name onto Ice Cream in your local grocery store freezer. Wouldn't you like your movement for Christ to be that noticeable?

Seth Godin shows how Starbucks landed that goldmine. They "developed" their business, i.e. found ways to leverage what they were particularly good at in partnership with another equally good business to get more of their brand into consumer's hands (read profit).

Starbucks partnered with a company, Unilever. Here's why.

"Unilever is the No. 1 ice cream manufacturer globally and they have strong experience with super premium brands," said Mary Theisen, director of business development for Starbucks' global consumer products. -- From "Starbucks new ice cream hits stories in SeattlePI.

How could we leverage the idea of Business Development to deploy our mission (see the big picture in Part 1 of this series)?

We're not about making profit quite the way Seth has imagined. We are, however, all about meeting and sharing Jesus with others. Let's make that VIRAL with a business development plan!

How?

1. Who in your community - business entities or individuals - are the most respected members of your community? Why are they respected? Is there an intersection with your church?
2. Approach those individuals and businesses for partnership around common values and desires for community transformation.
3. Take the time necessary to make that relationship strong. Don't sit behind a desk or prepare your sermon all day. Get out there!
4. Find people in your congregation who are pioneers and sold out for Jesus. Ask them to frequent these businesses and also establish relationships with the owners and employees.
5. After building relationships and testing the waters with these folks about their desires for their community, take steps to partner together on one project that reaches common goals.
6. Go for more!