It’s not about selling books

July 2, 2011

I’ve been taking a very hard look at our website.

For every element on the page, I’ve been asking – how does this contribute to the overall goal? And where, on this page, are the things that directly contribute? That really “matter”?

You have to be ruthless about this. If your goal, like mine, is to mobilize missionary workers, then selling books isn’t important except insofar as it helps to sustain and promote the overall goal. If you’re spending more time on a lesser goal than on the greater, something’s wrong.

Don’t do something just to fill up calendar space. Do it because it’s important and serves a meaningful and measureable part of your vision. If you don’t have anything to do that is quantifiably a part of your mission, then don’t do something as a time-waster. Sit down and spend the time–thirty minutes, an hour, whatever–in imagining things you could do, experiments you could try, people you could call.

Don’t just work. Work the vision.

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