“The closer you are to the point of need, the more you can charge,” writes Seth Godin.

• Airport food is outrageously expensive, but people buy it, because they’re stuck.
• If you need a computer part tomorrow, you pay FedEx to make it happen.
• If the pipes burst in your house, you sell your firstborn to pay the plumber.

How does this apply in the church world? We’re not “charging” anything, but we do want people to accept something–the life Christ offers. Just as people will part with their money when confronted by an urgent need that money can solve, people will respond to God’s truth when they are at point of need.

How do we get close to that point of need?

On Sunday morning at Anchor, and at churches across America, the people listening in the pews certainly have needs. But most are not at a point of urgency. Their lives are at least okay. No need to make any big changes.

But down the road from Anchor is a bar. On Sunday morning, there’s probably a guy slouched in a darkened booth nursing a beer, staring blankly, unhappy, not wanting to leave and have to face whatever awaits him–wife and kids, work, bills, an ailing car. He lives with cloud constantly around him, and would love for something to change in his life.

How do we get close to that guy?