Sometimes you have to ignore your audience

"If I would have asked people what they wanted, they would have said faster horses ." -Henry Ford

I love this quote. Why? Simple, Henry Ford didn't have anyone clamoring at him to create the automobile. In fact it didn't make any sense to his audience. But he knew deep down somewhere that the car would create huge opportunities and propel the US forward.

In today's world of focus groups and audience response, we are so defined by what our audience wants. We cannot imagine a context that isn't defined by our customers. But the reality is that the really great innovations did not come about by listening to focus groups. They came about by people responding to that gut level feeling about what was needed "for such a time as this."

I'm not saying that focus groups are bad. But I am saying that just because people don't think they need an innovation doesn't mean you shouldn't develop it. Look at the world around you, look at the challenges and issues of your generation and create out of that opportunity!

Giving Your Innovation a Stress Test

So we have a new concept in our dictionary thanks to the recession and its challenges - "Stress Test." We have heard the government talking about giving the banks a stress test to see if they are able to recover and serve their customers. This phrase is part of a long line of phrases that enter our vocabulary through the media. Think about the concept of a "carbon footprint" as another example. We could go on and on.

Well, since we have this new phrase in our media stream, why don't we use it to talk about innovation in mission. What does stress testing have to do with innovation? I'm glad you asked.

When we come up with a new idea and prototype it, the environment we are testing in is very limited. It is limited by those who are testing it as well as the volume of people who are experiencing it. This means that your idea is going to be encountered first by people a lot like you and only a few of them.

But if your idea takes off, then it will run into people very different than you and in large numbers. Here is where we usually make our mistake. When we do our prototypes and tests, we assume that if we received positive results we should expect these when we launch our idea to the wider world. That is an assumption that can ruin a good innovation.

So I am recommending that we stress test our innovations to see if they will hold up to the success we are praying for. Here are a few thoughts on how to do that:

1. Test your idea with those in your circle, but then do another test with part of your audience that is very different than you are. For example, if you are creating a small group material for churches, test it with those in your church but then find a church that is very different from yours to do another test.

2. Do some role playing to consider how you would handle bandwidth. When you do your tests, figure how many hours you spent providing service for your idea. Now multiply that by several hundred or thousands (taking into account automated systems and familiarity) and imagine how you will support your innovation. If you can't imagine doing it, then you need to build in some automated systems or get some more people involved.

3. Consider how you will handle both praise and criticism for your idea. Can you effectively take advantage of endorsements and fans and build on them? Can you provide interaction and explanations for those who will complain?

4. Define how you will judge success with your innovation. How will your service, tool, resource transform lives and engage people with Jesus? Are there elements of your process, product, delivery that will keep you from reaching that ultimate goal?

I could write many more stress test items, but you get the idea. The better you do at vetting your idea before you go live, the more effective you will be in serving those who God has called you to. So as you develop your idea, make sure you stress test it!