A friend had loaned me a copy of Walter Isaacson’s biography of Steve Jobs, a captivating read. I was especially struck by a passage where Jobs describes his product development strategy and its relationship to market research:His conclusion:
“Some people say, ‘Give the customers what they want.’ But that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘If I’d asked customers what they wanted, they would have told me, “A faster horse!”’ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page” (567).Job’s point is that it’s not enough to offer customers what they already think they need. He wanted Apple to be a transformational influence, which meant his goal was to expose and then meet needs and desires that customers didn’t realize they had. He was aiming at things that, in the minds and hearts of his customers, were “not yet on the page.”
With a little tweaking, I’ve found this Jobsian insight to be really helpful for pushing myself out of the realm of Bible trivia and into the realm of life transformation.
We know our people want advice on how to make relationships more stable, peaceful, and fulfilling—certainly an important need which the Bible richly addresses. But we know our people truly need something even more fundamental. We have broken the relationship at the core of our lives. So we need a priest, a mediator to bridge the gap and make peace. And what we really need is a priest like Melchizedek. We need one who not only knows us inside and out but one who won’t die and pass our case on to someone else.Read the rest.
To faithfully communicate the whole counsel of Scripture in all its diversity, we must labor to free our people from the tyranny of felt needs so they can see beauty and life-giving goodness even in textual obscurity. It will mean looking at every text and trusting that it meets a real need of your people, and that your goal is to explain it to them. This kind of application takes work and gets nowhere without the illuminating power of the Spirit in us and in our people. But this is our target. Guided by Scripture, we go after what's not yet on the page.