There is a common business practice to diversify. You hear the term a lot, especially in the financial sector (“Diversify your portfolio…!”). Typically this goes hand-in-hand with doing what other people are doing (which isn’t necessarily a bad thing, at times…).
Now, not all things are equal, but generally what I’ve seen in the online space is that diversification eventually leads to mediocrity. Copying what everyone else is doing also leads down the same or similar path.
How do you stop this pathway to mediocrity? What I’ve seen work time and time again is to simplify and focus.
I think we can all appreciate this ethos and philosophy, and I think it’s representative of the current design and online zeitgeist. Twitter is extremely simple in terms of functionality and presentation, and it’s blowing up. Some of the best apps and services out there are super simple, with low bars of adoption and are quite fun to use.
The Church could learn a thing or two about too much diversification from an online-perspective. Provide a simple and intuitive user experience; don’t make it hard for most users to “get” what’s going on and to engage. Make the pathways clear, and don’t do what everyone else is doing just because they are doing it; you aren’t them and they aren’t you.
Another example is this blog, ChurchCrunch. I’ve pared it down as far as it will go in terms of focus (categories) and such. There are a lot of other industries and verticals that I’m looking to in terms of expansion, and when I do it’ll be slow and very strategic. I want this blog to be the very best at what it covers without sacrificing coverage for quality.
How have you seen the enemy of diversification crop up in your ministry and organization?
@austinklee says
Great advice, I would only add that it would be just as bad to be afraid of diversification. Staying in your comfort zone could lead to the same mediocrity on the other side of the spectrum. The goal should be a constant forward momentum with strateging additions. Be sure-footed as you diversify, but don't allow your church/organization to stagnate through inaction.
human3rror says
good clarification. thansk for that…!
ryanbrymer says
Diversification is oh so tempting. I think that you have to find a balance between diversifying and targeting. There is nothing wrong with using multiple methods to reach multiple target markets.
However, diversifying with the same purpose/goal in each iteration is a recipe for failure.
Jim says
i'm working on narrowing down what we do into a niche…and to have a clear plan for what we do.