This is a guest post by Tony Whittaker. Tony knows his stuff. Listen to him.
Toto, I have the feeling we are not in Kansas any more – Dorothy, in Wizard of Oz
In a rapidly changing world, we need to make frequent conceptual leaps for effective ministry.
A few years back, a European manufacturer of industrial drilling machines was suffering badly with competition from products manufactured in the Far East. Wisely, they called in consultants to help them see a way forward. “So, how would you describe your business,” asked the consultants. “Well, we sell drilling machines, of course,” they replied. “Well, actually, you don’t,” said the consultants. “You enable people to make holes.” This new way of perceiving their role led them to switch to making laser-equipment for cutting holes, with renewed business success.
Lateral thinking is so often a key to success. Food-processing engineers spent much time trying to create a machine that could crack nuts. The problem was adjust the crush strength according to the exact size of the nut and the strength of its shell. Unless they could precisely calibrate the exact pressure needed for each nut, many nuts would be damaged. As so often, the solution was completely different: put the nuts in a vacuum and the shells would just burst off with zero damage or loss.