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October 13, 2016

Clear and Concise Vision Casting

By Daniel Im

*Plus Members can watch this entire Behind-The-Scenes interview by logging in and clicking here.

Adding Specificity to Vision

Recently I was watching an episode of Shark Tank where Mark Cuban asked two ladies, who were pitching their swimsuit business, the following question, “How big do you see this business becoming?” In other words, Mark Cuban wanted to know what the vision of the company was, or where they saw their business going, so that he could make a calculated response of whether or not he wanted to make an investment.

Here was their reply, “We see this getting huge!”

I figured their energetic and enthusiastic response was typical. However, I was taken back by Mark Cuban’s comeback. He simply uttered, “Huge isn’t a number.”

For Mark to make an investment, he was looking for something more specific.

As I contemplated the exchange I couldn’t help but think of the way many church leaders communicate their vision. Let’s face it, when asked, “Where do you see your church going or, what do you see your church doing?” The majority of churches and church leaders often provide an answer that goes something like this, “We see our church reaching our city with the good news of Jesus Christ.” While this is an appropriate and positive response, it’s general and vague rather than specific. So, what if we provided specificity when explaining our vision rather than vagueness?

Offering specificity is exactly what Keith Taylor has led Beulah Alliance Church to do. Keith is the Lead Pastor at Beulah Alliance Church in Edmonton, Alberta, and is my former pastor who I admire immensely. Under Keith’s leadership, Beulah has the vision “To reach 1% of greater Edmonton for Christ; engaging people to Connect with God, Grow through community, and Serve our World.” By adding the part of reaching the 1%, Beulah’s vision is specific.

For many, this may be a new way of thinking about vision. Some may think we shouldn’t play the numbers game—leaving numbers up to God. Some people may think specifying vision in such a way is haughty and hubris. I understand and am sympathetic to such arguments. But, I can’t help but believe that every number represents a soul in which Christ died for, and that Jesus left the ninety-nine to go after the one. So, I’m perfectly comfortable with churches and church leaders specifying vision, like Keith, in a way that is humble and God-honoring. And in the latest Behind-the-Scenes segment, Keith shared at least three pros of adding specificity to vision.

1. Specificity to vision gives people something tangible to reach for.

Crafting a specific vision gives people something tangible to reach for. In Beulah’s case, the members are specifically envisioning reaching 1% of their city for Christ. One percent may not seem like a lot, but because Edmonton’s population is over one million people, they are basically praying and attempting to reach over 10,000. Thus, instead of just reaching Edmonton for Christ, which is a general statement, they have specified it—given something tangible for their people to pursue.

2. Specificity to vision offers a clarion call for more people to invest in the vision.

Not only does crafting a specific vision give something tangible for people to reach for, it also sounds a clarion call for people to get off the bench and into the game. I’ve been in vocational ministry for many years, and I’ve talked to hundreds and thousands of church members, and many, when they hear a general vision or call to serve, they figure someone else will step up and do it. However, when churches raise the stakes by setting a specific vision—one that is bigger than any one individual or one that will take great faith—it naturally creates the tension that this vision won’t be possible unless all hands are on deck. For instance, it will practically require a lot more hands on deck for Beulah to reach 10,000 than some general vision of reaching an unspecified number of people.

To read the final point of the pros of having a specific vision, click here for the full video and post. 

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  • Specificity to vision gives people something tangible to reach for
  • Specificity to vision offers a clarion call for more people to invest in the vision.
  • Crafting a specific vision naturally creates the tension that this vision won’t be possible unless all hands are on deck
  • Specificity to vision allows you to filter every decision in light of where you’re aiming.
  • Specifying vision can help churches be more responsive and responsible in their decision making
  • A vague vision may move many towards addition, but a specific vision may move masses towards a movement of multiplication

Additional Resources:


Daniel Im

Daniel Im (@danielsangi) is the Lead Pastor of Beulah Alliance Church, a multiplying multisite church focused on reaching 1% of Edmonton for Christ. His latest book is You Are What You Do: And Six Other Lies about Work, Life, and Love. He is also the author of No Silver Bullets and co-author of Planting Missional Churches. He co-hosts the New Churches Q&A Podcast, as well as the IMbetween Podcast. He has an M.A. in Global Leadership and has served and pastored in church plants and multisite churches ranging from 100 people to 50,000 people in Vancouver, Ottawa, Montreal, Korea, Edmonton, and Nashville. Because of their love for the local church, after pioneering and leading the church multiplication initiative for LifeWay, Daniel and his wife, Christina, moved back to Canada with their three children. For more information, visit danielim.com and follow him on social media @danielsangi.


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