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I am not a Kanye West fan.  To me, his persona is un-inspiring.  Some of his songs are catchy, but I wouldn’t label them outstanding.  I know that’s completely objective…one man’s art can be another man’s annoyance.  I just don’t see or hear art in Kanye’s music.  All of the publicity stunts, verbal lashings, and controversial actions (his latest album cover has been edited) are getting old.  But, despite my feelings about his music, character, and priorities…I cannot deny this one fact:

The man is a genius at leveraging moments.

Moments are huge.  Creating something which causes people to be aware of your brand or organization is normal and average.  T-shirts, bumper stickers, websites, facebook pages, tweet posts…it’s all noise garnered to make sure people know that you are out there.  It’s clammoring for attention.  If you really want to put yourself out there in a way that makes a difference, you must think of creating moments.  A moment is something that sticks.  Something that resonates.  Something that matters.  Something that is experienced.

Your brand should be creating experiences surrounding your organization rather than just sharing your tagline relentlessly.  Under Armour and Nike are brilliant at this…the new Boom commercials, and the old Click-Clack commercials do more than show you an athlete and a shoe…they create images and sounds that illict a reaction inside you (this is what it’s like to be a part of a team, to work hard, to train, etc.).  Through a thirty second commercial they have created a moment, not just showed you their product.  By creating an iPhone and Droid app, they invited you to make the moment even more personal.  They haven’t relied on the fact that people know their name.  They’ve propelled themselves forward by consistently creating moments.

Churches should be creating moments.  Instead, most are reciprocating memories.  Jesus was a master at capturing and creating moments which forever changed people (think feeding five thousand people with not enough resources, and the constant story telling scenarios we know as parables).   Like most average businesses, we too heavily rely on selling and promoting our identies rather than creating compelling experiences which allow people to experience our identity.  We engage in the wrong discussions, market through the wrong avenues…and, as a result, experience very little real influence.

Effective evangelism should begin by envisioning and creating moments, not preaching our names and stances.