reaching the unchurched ... or not

The Ministry Marketing Coach has an interesting perspective on how to reach the unchurch; that is to start by stop thinking of them as the unchurched. The article is worth a read. Here is the summary.

You can reach unchurched people, but you need to take yourself out of the picture and really learn to think from the perspective of the people you want to reach. Spend less time thinking about what you want them to think, do and be until you understand what they do, what they think and what they are. Then with your understanding of them you can develop meaningful segments and develop great ministry outreach.