Eight things churches can learn from golf courses
We’ve all been in meetings where someone encouraged us to “think outside the box.” As if it’s as elementary as snapping your fingers. As if simple meditation and focus can immediately spawn unique, creative, that’s-never-been-tried-before ideas.
It’s awfully hard to think “outside the box” when you’re IN the box, and it’s sealed shut with rolls of packing tape. That’s a metaphor – please don’t try this for real:
Jeffrey Dyer, Hal Gregersen, and Clayton Christensen, authors of The Innovator’s DNA, perfectly capture this conundrum. “Thinking outside the box is precisely what employees (and executives) are trying to figure out. We’ve even watched some executives answer the ‘How do I think outside the box?’ question with another equally generic (and unhelpful) answer, ‘Be creative.’”
The good news is that there are systematic ways to coax your organization to think – and act – outside the box (which is why Seven Marches includes an “Innovation Tool” in the Methods March). While the authors of The Innovator's DNA argue that there are five specific skills or methods to help generate innovative thinking, perhaps the easiest and most enjoyable is “associative thinking.” Think of it as a mash-up of ideas from completely different industries or areas.
As Dyer, Gregersen, and Christensen point out, "innovators often try to put together seemingly mismatched ideas to compose surprisingly successful combinations. They create odd couples, triplets, or quadruplets by consistently asking, 'What if we combined this with that?' or '... this, this, and this with that?' They think different by fearlessly uniting uncommon combinations of ideas."
Apple co-founder Steve Jobs was famous for it. He drew inspiration for the typography on the Mac from a calligraphy class he took at Reed College. His idea for the casing for the first Mac? A Cuisinart food processor, of course. And a stroll through the company parking lot helped him translate the trim detail from a Mercedes into a solution for a metal case issue.
What can churches learn from golf courses?
So, let’s take this idea for a test drive. As I write this, I’m looking out on the sixth fairway of the TPC Las Vegas golf course, and a thought came to me in the spirit of associative thinking: what can churches learn from golf courses?
1. A starter.
For starters, many golf courses employ – well – a “starter” whose job is to meet each foursome on the first tee. While the starter’s primary job is to keep the tee sheet on schedule, a good starter goes out of his or her way to make the group feel welcome. He or she might give a lay of the land (“there are bathrooms on holes 6 and 11, and water coolers on every other hole”) or help set up the golfers with some “insider” knowledge (“hole 5 plays generally longer than the listed yardage and you want to miss right.”)
A starter generally equips the golfers with a scorecard, and maybe some tees and ball markers as well. So…what could that look like for churches? Who plays the role of “starter?” Many churches have greeters, but how can that traditional “Good morning, welcome to church,” be turned into much more? What information are they sharing? Can they give a heads up on the scripture focus of the sermon so worshipers can reflect on it before the service starts? Perhaps they notice a new family has two kids and they can talk about the Sunday School or youth ministry programs at the church?
2. Warm-up area.
After a golfer checks in, where is the first place they go? Not generally to the first tee. Most golfers try to warm up by getting in a few swings on the driving range, or testing out the putting green. Could your worshipers use a “warm-up” area? Could it be helpful, for instance, to have a prayer garden where people can spend some time in private spiritual meditation, Bible study or prayer before church begins? And, if that’s not possible, how are you using your worship space before worship to create a space that helps your people prepare their hearts and minds to meet Jesus?
3. Yardage books.
Many courses make yardage books available. If you’ve never played the course, they can be extremely helpful when trying to navigate a tricky hole. Knowing where hazards are, what lay-up distances are optimal and the shapes and sizes of greens can save more than a few strokes a round. What does a church’s yardage book look like?
Sure, many churches hand out bulletins or newsletters, but what about preparing a small, professionally-designed “booklet” that can help visitors know what to expect at your church? It might include the basics – a campus map, staff directory, information on different ministries or services – but what about including a short devotional, or even coupons for locally owned Christian businesses?
Or, in this age of “touchless,” why not use associative thinking to mash up a concept from another industry (restaurants) and prominently display a QR code that directs users to pull up your “yardage book” on their digital devices?
4. Aesthetics.
Yes, ugly golf courses do unfortunately exist – but only on this side of heaven (I’m convinced that I'll get to play Augusta National every day in heaven). However, they’re the exception – and they generally don’t last for long. Golf course superintendents take great pride in the aesthetics of their course. Lush green grass. Perfectly raked bunkers. Manicured shrubs. Or even a 418-foot waterfall that forms into a river that actually flows through the clubhouse. The “look and feel” of a golf course is a vital part of the experience.
How are churches considering the aesthetic experience? Yes, most churches have maintenance or facilities people to make sure the weeds are pulled and the bathrooms are cleaned. But what if your church looked for ways to create an even more beautiful and memorable sensory experience? Could a wall be painted in a bright accent color? Could pots with seasonal flowers be placed along the walkways leading to the worship center or sanctuary? Could wall-climbing vines be used to cover up that old, dirty wall on the side of the church? Try to envision your property from an outsider's perspective – or better yet, bring in a golf course superintendent and ask what he or she would do to beautify the property.
5. Check-ins.
A few years back, I had the unforgettable experience of playing at Cascata (yes, the same course with the 418-foot waterfall that flows into the clubhouse.) My playing partner and I were greeted when we drove onto the property. And again, by a valet, when we exited our car. And again, by our personal butler, when we walked into the clubhouse. And, again by our caddy when we stepped onto the driving range.
Does your church have multiple “welcoming” stations? Perhaps someone in the parking lot to make sure guests (especially visitors!) can find a spot. Then, maybe a second person as they make their way from their parking lot to the campus? A third person as they walk into the worship center? Is each person’s job well-defined? Do they have an understanding of how their role impacts the guest experience?
6. Combining groups.
In many cases, golf courses will automatically combine two groups of twosomes (or perhaps a threesome and a single golfer) to create more efficiency. I’ll admit that I’ve grumbled sometimes when I’ve checked in at a course, only to find that my playing partner and I have been paired up with some random twosome. But you know what inevitably happens? I enjoy meeting and interacting with someone new over the course of four hours. Is there any reason churches can’t or shouldn’t consider matching visitors with current members or worshipers? Could your church recruit some of your ultra-friendly members to be available to sit with new visitors?
7. Reservations.
You can try to just “show up” at a golf course and hope to get a tee time. But the best experience comes when you make a reservation. The course then expects you, and they’re ready for you – sometimes you’ll even be guided to a golf cart with your name on it, or receive a complimentary name tag for your golf bag. We realize most churches aren’t in the “reservation” game (though that has changed a bit in some areas during the COVID-19 pandemic).
But why not make reservations optional – especially for first-time visitors? What if your web site included an option for guests to let you know they’re coming, and even allowed them to provide a bit more info (age of visitors, interests, etc.)? Think of the impression you could make with a personalized welcome gift.
8. Golf carts.
OK, so this might not be high on the budget priority list. But, in all seriousness, think of how a golf cart could affect your member experience. What about creating a section in your parking lot for older members – and then offering rides to the worship center on a golf cart (yet another welcoming opportunity as well)?
What’s your next innovation?
Of course, generating innovative ideas is only half the battle. You still need to vet the ideas to make sure they align with your organizational DNA (we call it “make-up”) and that they fit into your current priorities – and then you need to develop the strategic implementation plan. But the half of the battle can often be the one that’s hardest. Schedule a brainstorming session with your team and dream up your next innovation.
What else can you mash up? Need some inspiration? Take one of your current challenges or projects, then visit Random Lists and pick one or two of the random things that pop up – what ideas can you generate? Or, mash up your challenge with insights you can gain from random product or company web sites at Discuvver. Or, maybe you just need to look out your window…
