Maurilio Amorim

Month: October 2011

The Christian Ghetto and Social Media

“Every good idea must have a similar, but yet inferior Christian version.” Unfortunately, I think that’s a sad reality these days. I have lost count of the times I was asked if my company, The A Group, could help a church or ministry to create a Christian version of Facebook. Seriously. Should every church have its own alternative to Facebook?

For some un-Biblical reason, we Christians find the need to abandon our culture and gather together in what I call the “Christian Ghetto.” The Christian Ghetto is a place where you go to hang out with your Christian friends, fill up a website with Christian pictures and Christian videos of lots of happy people, bad preaching and youth camp promos. There’s not much witnessing and shedding of light in the ghetto since everyone is already convinced and the place is way too bright as is.

I understand the need for closed networks within several difference facets of ministry. For example, in managing small groups who need to connect in privacy or resourcing ministries that deal with evangelistic strategies where an open discussion in Facebook, would undermine their effectiveness.

So should the Church abandon social media altogether? Absolutely not. The church should redeem it . Christians are already there in millions strong among their unchurched friends. Instead of trying to pull your people out of Facebook, Twitter, Myspace (Ok, there’s no one left there) or whatever the social media du jour is, your church should develop strategies to engage, inspire and create dialog within these networks. We should resource our people with tools for integration and not segregation. We should take our Christian content into every part of the web we’re allowed to go. Go where the darkness is and shed light. My friends Tami Heim and Tony Birdsong wrote a great book about how to do just that, @Sticky Jesus.

I say let’s break up the Christian Ghetto mindset we Christians tend to have and lets become more intentional in our social media outreach.

What’s your take?

October 31, 2011
How to Buy Designer Clothes on a Budget

The retail price is never final. I learned that lesson early in life from my father who is a master bargainer. But I didn’t know that I could take my third world bargaining skills into the heart of the first world fashion district in Manhattan. This is a fashion post, sort of. I hear from guys or their wives who want to buy a designer jacket or suit but don’t have the budget to afford it. Here are a few tips to get you into the nicer clothes you thought you could not afford.

Set your budget before going shopping. Much like buying a car or something expensive, you can get caught “in the moment” and end up spending your children’s college fund in new clothes. It’s easy to do. Don’t ask me how I know it.

Find a locally owned high-end store. The reason I prefer to shop in boutique stores is twofold. These stores often carry the more exclusive brands and products that you are not likely to find in most department stores; therefore, making your purchase even more special.

Negotiate. Locally-owned stores have room to negotiate. That’s right, negotiate. Recently I was shopping at a very nice store and the coat I wanted was more than my budged amount. I told the owner that it was way over my allowance. He gave me a discount on the spot. I saw an opportunity and said that if he discounted further, I would buy more. I ended up spending the same amount he wanted for one coat but got a pair of paints and another shirt for the same money. Score.

Be strategic. In fashion you have the basics and the stand out parts of your wardrobe. Buy the basics at T.J. Max or find good brands on sale at a department store. But then there is the stuff that you don’t see very often, clothes that are fashionable and well built and that people notice right away. I have a few of these. I just bought such a piece at the Beau Brummel boutique: a double breasted, fitted coat. It’s quite good looking and I’m certain I won’t be seeing many people wearing it around most places. That’s the kind of purchase you spend extra on.

Ask for more. Ask for alterations to be done for free. You can save good money by not having to pay a tailor to work on a jacket or reconstruct a shirt. High-end stores will have a tailor on staff and they make you look your best.

Are you comfortable asking for a discount at a high-end clothing store?

October 28, 2011
How to Screw Up Christmas 5 Different Ways
Christmas Eve is a great opportunity to reach those outside the church that often goes unused. I’m usually arguing with several pastors during this time of the year. Seems like every year I have to convince a Senior Pastor that Christmas Eve is a powerful and great opportunity for outreach. Catholic churches have known this for centuries. Evangelicals are just now waking up to it. Here are the top 5 mistakes churches can make when planning their Christmas services.
1. Give the staff Christmas Eve off. That’s a critical mistake that a lot of churches make. Christmas Eve is a great opportunity to reach out to people who want to connect with God and their families and who are looking for an opportunity to do so. Done well, your Christmas Eve service could be one of the best attended service of the entire year. If you are in ministry, working on Christmas should be expected.
2. Have only one Christmas Eve service. Different time options give people a reason to say yes to an invitation to come to your service. Even if you only have two services, say one at 3 p.m. and another at 5 p.m. they give people a chance to come to church and then hit the road to visit relatives and friends without forcing people to choose between a church service or dinner at grandma. By the way, grandma wins every time.
3. Go “Cutting Edge” creative. Well, if you know me you realize that I’m drawn to high-energy, creative environments. But when it comes to Christmas, I’m looking for traditional, warm, chestnuts-roasting-on-an-open-fire type of service. And most of everybody else is looking for the same thing as well. A lot of people I talk with around Christmas time are displaced from most of their families and are looking to make traditions of their own. Christmas Eve, for those of us, is a very sentimental time, and we want to feel like George and Mary Bailey and not like Homer and Marge Simpson.
4. Don’t have any preaching. The number one reason people decide whether or not to come back to a church they visited is how they felt about the Pastor. I’m not advocating an hour message, it’s Christmas after all, but the Teaching Pastor should have at least 15-20 minute message so he can engage newcomers and share with them his heart and teaching style.
5. Don’t give them a reason to return. Ok, you had multiple services on Christmas Eve and it was beautiful; people showed up in droves, and you had one of your best days. And then what? Well, the first of the year is just a weekend away. That’s a key time when people make new year’s resolutions and often, one of them is to get back in church. Have a new year series ready to promo that day. Enclose the graphics and message titles in the bulletin for your Christmas Eve service. Produce a short video that promos the new series and invite people back. You’ll be surprised how many people will take you up on that offer.
How does your church celebrate Christmas?
October 26, 2011
Uniqlo: A Lesson on Brand, Retail and Business Strategy

This past weekend I happened upon Uniqlo on 5^th Avenue in Manhattan. I must confess, I didn’t know anything about the brand, but after shopping in its brand new 90,000 square foot flagship store, I have become a fan. I’m enthusiastic not because I like their clothing, which I do, but because in a time where retailers are struggling to “make it,” Uniqlo seems to have figured out what we want.

The best way I can explain the brand is by saying that Uniqlo is for clothing what Ikea is for furniture, but with better quality stuff. Uniqlo started in Japan and was once a men’s clothing store. Now it’s making a play as a global brand. Here’s what I think these guys have gotten right from a branding, marketing and business model.

3 Floors, 90,000 ft on 5th Avenue. The largest single retailer NYC has ever had.

They design and produce their own clothing line. They are not competing with everyone else for the same product line or having their buyers buy the same stuff everyone else is getting.

They aimed their design to the fashion forward but rooted in practical living. I saw people in their 20’s all the way to late 60’s shopping at the store. The décor is modern but there’s something there for everyone. After all a crew neck sweater or a great pair of jeans knows no gender or age group.

They did not skimp on quality. Most of the items I saw were of good materials and excellent workmanship. I visited some designer stores with much more expensive merchandize that looked cheap even before I touched them.

They made shopping both fun and high-end experience. This is not your bargain basement store with crowed racks you have to sift to find something you would wear. As you enter the store, someone hands you a large mesh shopping bag with a smile. “I don’t need one. I’m not buying anything.” Wrong. That’s before I saw the cashmere v-neck sweaters in 12 different colors for $39. And their amazingly well-cut, Japanese engineered jeans on sale for $9. Yes, that’s 9 American dollars! It’s less than what I paid for a hamburger at my hotel. Not all items were this reasonably priced, but the sheer options of sizes and colors combined with good prices and the store’s brilliant modern design got to me. Soon I had my basket filled.

The lit stairs changed colors all the time.

Economically challenging times create openings for entrepreneurs who are able to see opportunities where most only see problems. Uniqlo is betting that in a depressed global market, people still want to buy fashionable clothing, at reasonable prices in an atmosphere that says high design and fun instead of a utilitarian warehouse lit by noise fluorescent lights. Who wouldn’t? By the crowds I saw shopping there, I think we’ll be seeing more stores opening in the US. I hope Nashville gets one soon.

Think about what you do. In our current economic climate, has your business or ministry figured out what people want or need?

October 24, 2011
The 5 Average: What Impact Your Closest Friends Have

Someone said you are the average of the 5 people closest to you in every area of your life. That thought has stayed with me for a long time. Could it be true? Think about the 5 people whom you are the closest at this point in life. Where are you financially, physically, spiritually in relation to them?

We grew up hearing about the dangers of peer pressure and not getting “mixed up with the wrong crowd.” People have a way to affect us negatively as well as positively, and in my experience, no relationship is strictly one way. Not for long, anyway. So we influence those around us as much as they influence us.

For the sake of this mental exercise, let’s then assume we ARE the average of the five people closest to us. What are the implications not only for where we are currently in our life journey, but for the next steps to where we want to be?

It’s fair to say there are seasons in our lives that we need different friends. That doesn’t sound very loyal but people change, priorities shift and we might find ourselves stuck in a place we don’t want to be. This is not about a self-serving idea of discarding people who cannot help get us to the top. But about being intentional about those in our lives who can help us grow and hold us accountable to higher performance, standards, and even a stronger faith. These are mentors/friends as well as those whom we mentor who share some of the same values and goals and make the idea of the 5 work.

I have life-long friendships that are dear to me and that I will always have. These are people whom I trust with my heart and life. However, we might not be as close as some of relationships I see daily or “do life” close together for a season, but I know I can count on them and they on me. But often these are not part of the 5.

How intentional should we be about the 5 people closest to us? Should we just let life happen and not worry about it?

October 21, 2011
The Problem with the Fake Blog

“And let’s also add a blog to the new site design,” he said as if it were an afterthought, which I was sure it was. Knowing his propensity for delegating, I probed further, “That’s great. How often are you planning on blogging?” “Oh, I’m not going to write the blog myself, ” he said assuredly, “my secretary is going to take care of that.”

Unfortunately, I find myself having this conversation with Pastors and business leaders more and more often. What ensues is usually a long argument about what a blog should or shouldn’t be. Here are some thoughts on the matter:

Your blog should be your voice. It’s telling your story or the things you’re passionate about. No one else can do it for you. Are you sure you want your assistant speaking for you? If you have a corporate blog than, it’s a different matter. You can even use an editor to help make the posts smoother and edited for grammar. But you should own the ideas on your blog.

Don’t disguise a PR post or news feed as a blog. People are smarter than that. They will let you know by not coming back or following you. Remember a blog is a conversation not just the latest thing you’re trying to push.

Don’t fear negative feedback. Reasonable people can disagree and still respect each other. As far as the jerks and loonies go, just press “delete.” Not everyone appreciates my work, and some think I’m, let’s just say it nicely, “prostituting the gospel of Jesus Christ.” Unfortunately some anonymous commentators don’t use such polite language and I’m often forced to delete their entries.

Have fun. Be transparent. People connect with you first then with your subject matter. My pastor Pete Wilson, of Cross Point Community Church, posted a video in his blog of he and his wife Brandi in a silly competition of who was able to hold their breath the longest. The video not only helps us get the whimsical side of Pete, but it also features the sweet, albeit competitive, personality of his lovely wife, Brandi. After watching this how can you not love these people? Watch it here.

The best blogs are a mix of personal and professional postings. Some people feel they need to dispense wisdom, wit and insight with every post. That’s OK, but the most interesting blogs to me are a mix of experience, passionate pursuits, insight, emotions, accomplishments and failures. I usually get the information, but I do in the context of one’s perspective that I’ve grown to understand and appreciate because of the human element found throughout each post.

How do you react when facing with a blog that you suspect is not written by its named author or is too self serving?

October 19, 2011
Churches and the Dangers of Line Extension

Churches cannot grow strong using a side-door strategy. Side doors are everything else a church does besides teaching the gospel and helping people grow in their faith. Somehow along the way, church leaders have decided that music concerts, recreation programs, cafeterias, schools, bookstores and even quilting groups were church-worthy pursuits and a proliferation of side-door ministries began to show up in large churches. At the end of the day, none of them, I’m convinced, can grow and keep a church healthy. If the world of marketing, we call this problem, line extension, or the adding of products and services to a brand until it’s diluted and ineffective.

A while back I visited a church that reminded me of the dangers of line extension. What started as an outreach ministry of the church years ago, suddenly began to take a life of its own and became a huge resource and energy drain–so much so that the very thing that drove it into existence, evangelism, is no longer the focus. The ‘performance” became its own means and end. It now lives to self perpetuate.

I appreciate Thom Rainer’s book Simple Church and its efforts to help churches do what they can do best: reach people for Christ, help them grow in their faith and equip them for ministry. When other things, albeit good things, get added into this mix, the main thing seems to weaken with the passing of time.

Xerox learned the line extension lesson years ago when it decided that since it was so popular in its copier business, it should go into the computer business. Their logic was simple: we are the best-selling copier maker in the world. Since a copier is a machine and so is the computer, the people who bough our copiers will also buy our computers. Wrong. People did not want to buy computers from their copier maker. Several years into the PC venture and several millions of dollars later, Xerox finally got it: people want to buy copiers from us and nothing else. I hope churches are learning that lesson.

I’m not saying that all churches that have multiple ministries and diverse outreach are guilty of line extension. I know and work with some of the most dynamic churches in the world with multiple ministries who reach far and wide and are able to mobilize people and resources to make a difference for the kingdom. I don’t consider that line extension because they are successful reaching people for Christ. The ultimate test for a church lies not in the style of ministry but in the effectiveness it has in transforming lives and community impact.

Difficult financial times, however, force us to look very strategically at our resource allocation. There are a lot of “good” things a church can do, but there’s one main thing it must do: make disciples of all nations. It’s easy for a church to fall victim of line extension in order to do more instead of be more. This is the perfect example of how the “good” is the enemy of the “best.”

What’s your take on my line extension theory in churches?

October 17, 2011
Fall to Winter Looks for Guys

Some of you have asked me lately what are some looks that can easily transition from Fall to Winter. I have put together options that would work for most men and are not too “out there.” While these are expensive name brands, you can find similar options most any place. Just take the inspiration from the designers and go hunt for a bargain. If you look hard, you’d be surprise of the stuff you can find at places like T.J.Maxx and Stein Mart.

This chunky D&G navy and white turtleneck makes a bold statement. If you're carrying extra pounds, you might want to stay away from bold horizontal stripes.

Add a jolt to your black coats by wearing a bright scarf. This bright orange Louis Vuitton scarf brings life to an otherwise dull coat.

You don't have to be doing an impression of Mr. Rogers to don a cardigan. The D&G shetland yellow stripped cardigan looks great with a skinny tie and spread-collar shirt

I'm a big fan of the subtle plaid suits.They make a statement without being too trendy. This Hermes has a great cut and will look good for several years to come.

never mind the neon orange pants. Great skinny tie and sport jacket combination.

Every guy needs at least one leather jacket during the cold months. But nothing makes you look more like a tough guy than a great motocross jacket, even if you don't ride. This Trussardi is killer.

I'm a Paul Smith fan. Putting together jeans, a sweater and a tux jacket, you can "dress up casual." Don't be afraid to mix some of your formal and casual wear. After all, how often do you wear a tuxedo?

What’s your favorite look in this collection?

October 14, 2011
The Authenticity Trap

Authenticity is the new oratory device of the day for Christians. Self disclosure and complete openness have never been so popular among evangelicals. The days of leaders who spoke from a strong tower of knowledge, holiness, and utter discipline seem to be numbered. Over the past decade I have seen a communication shift that takes speakers and authors from a place of strength and knowledge alone and puts them in a more honest, imperfectly human dialogue context with their audience.

I have personally enjoyed this shift. It resonates with my fallen nature and helps me to know that even those whom I admire struggle like I do. Lately I have been concerned with the inevitable abuse of the authenticity device. As the pendulum swings from the bully pulpit of years past into the self-disclosing conversational approach of our social-media rich environment, it continues past center into what I call the “permissive confession.”

In short, this type of confession is not designed to right wrongs or to make amends. It’s often used to find sympathy and grace from your audience without having to do the hard work of repenting, changing your ways and paying retribution. The “I have made a mess of things” disclosure without a change in behavior is the permissive confession that elicits support for the unrepentant.

I need grace and forgiveness more than most. I truly do. But I hope we are not creating a culture that encourages people to be authentic about their sins but excuses them from doing the hard work of making things right. After all, shouldn’t we expect our friends and leaders to change the very thinking and actions that landed them in such a mess to begin with?

Have you seen this authenticity trend of permissive confession?

October 12, 2011
Google and Search Engines are Ruining our Lives

Google and search engines are ruining our lives. I’m convinced of it. Sure, we can now find everything we want to know about any given subject by typing a word and hitting search. Now wait. We don’t even have to finish typing the word. Magical internet search engine elves anticipate our search criteria and fill in the rest of word or phrase for us, most of the time with eerily accuracy. What’s so wrong about that? Well, the instant retrieval of exactly the information we search for is convenient for sure, but it is doing away with a part of my past I wish I could still have: serendipitous discovery.

I remember looking through the card catalog and pouring through stacks of books in my college library in search of a book and finding authors and titles that were not even on my radar, but due to the “analog” nature of my search, our paths crossed and the tome I was not looking for ended up changing my life. Those opportunities are rare in the efficient world of the search engine.

The digital assumption is that we know exactly what we want and all we need is help finding it. But do we really? How will we ever discover a better alternative to our limited assumption if we take away the wonder of the unexpected? How will we ever meet the more interesting, exotic and surprisingly fun girl if the only dates we are matched with are based on our Barbie-like profile preference? Darn search engine meta-tags. You are the nemesis of serendipity.

Don’t get me wrong, I love the fact that knowledge is no longer a differentiator. These days a head full of facts is a waste of brain power. Who needs to memorize trivia when you can access the world’s knowledge in your cell phone in 30 seconds or less? But I miss the random encounters with facts, writing, music, and people that my old analog world forced me to experience. It was in those moments that I ran across an obscure Shakespearean sonnet, that I discovered the music of Basha, that I met the woman who would become my wife.

Now I can find exactly what I want. But is that what I really need?

Have I lost it? Am I completely off base here?

October 11, 2011