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Vision Leads Communication

Vision Leads Communication

Posted February 4, 2015 by Jerod Clark

I firmly believe that if your church lacks a strong, unique vision, it will never be successful at communication. In its simplest form, vision gives you direction. When you know where you’re going, it becomes easier to find purpose in what you’re saying. Without that anchor, communication becomes lost, unfocused and one more piece of clutter for someone to filter through.

Vision goes beyond the basics. It’s easy to say your church’s vision is to fulfill the Great Commission. That is a good and noble cause, but does it distinguish your church from any other in the world? Since it’s a common thread for most churches, it’s not a strong vision for your local congregation. 

Instead ask, “How is my church going to change the world in our unique place?” God has brought you a congregation that is specialized in talents. Your community faces its own, specialized challenges. How can you mobilize the gifts your congregation has to tangibly fill the needs of people in your community? When you keep getting more specific, you have something far more tangible for people to get excited about being a part of.

Casting vision shouldn’t be hard because it’s your passion. I get why churches don’t always take the time to do vision work. It can seem a bit overwhelming. But I want to challenge you that it should not be that tough. Your vision and the mission of your church should come from your passions. Think deep down. What motivates you to do the work you’re doing? Why are people coming together to form this congregation anyway? How is God urging us to be His messengers in our corner of the world?

Vision brings clarity to decision-making. Once the vision work has been done, decision-making will be easier. It’s simpler to identify what helps you reach your vision and say no to anything else in the way. It helps more clearly explain in a more tangible way why something is moving forward or being rejected.

Vision gives an anchor for how you communicate. You can direct your communication in ways that always points back to your vision. It makes a more compelling message. If people are asked to do something and they can see why it matters, that makes a far more impactful call to action.

Vision breeds creativity. As a team, if you’re focused on how you can fulfill your vision, it allows you to think about new and creative ways to put it into action. Instead of wasting time on projects that don’t matter, you can put that energy towards meaningful work.

Filed under: Communications, Mission and Vision

About the Author

Jerod Clark

Jerod joined ReFrame Media in 2007 and built Church Juice from scratch. He poured all his passion for branding, marketing, and messaging into the ministry, publishing e-books, blog posts, and speaking at conferences to help churches energize their communications. He also served as ReFrame’s in-house graphic designer. Before beginning his work at Church Juice, Jerod was a local TV news reporter. In 2016, Jerod stepped away from the ministry to pursue interests in marketing and communications on new horizons.

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Comments (1)

  • Dave Shrein
    2:21 PM
    Sat, Mar 7, 2015

    Jared, this is right on. Every church in the world that believes in Jesus Christ should try and fulfill the great commission, however what that strategy looks like in Los Angeles will differ from how it looks in Jerusalem. I tell churches that where they need to get clear is with what comes after the by… “our mission is to go out into all the world making disciples of every nation baptizing them in the name of the Father, Son and Holy Spirit BY…” What immediately follows the by is what needs to steer every decision of a church.

    Great post - keep it up.

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