The Path of Most Resistance

Let me make it clear that there is a message here, but I don’t want it to come across as scolding. It’s a bit tongue-in-cheek, as a result.

I heard this the other day, in an Imaging piece, a listener saying: “God played the right song at just the right time.”

While I’m sure this was said with the best of intentions, you’re just talking to the core listener you already have. It’s not likely to put points on the board with anyone else. There are several reasons for this:

It’s a pretty heavy thought for a first-time listener, and it’s kind of pompous-sounding. (Personally, I’d prefer that we play the sound of ducks quacking instead. At least ducks are cute, and don’t try to tell us how meaningful they are.)

Second, it takes YOU out of the equation. God’s work is everywhere. He gave the artist the talent in the first place, and plopped you down as the vehicle. But YOU chose to play that song – or at least, that’s what you want people to think, so you have an actual Identity on the air.

And third, things like this sound like a Board of Directors agenda. So here’s an idea: let’s stop trying to project the latest bullet point from your staff meeting into the listener’s mind. Try to remember that most people categorically reject “catch phrase” or “mission statement” thinking or verbiage. Every time you feel the impulse to “posture”, think of those ducks quacking.

The path of MOST resistance is trying to be “bigger”. Preach Values, not Platitudes.