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Running into Reality

The story is told about a major corporation that launched a new brand of dog food. Through research, they developed the most sophisticated, most nutritious dog food to date and poured millions into marketing it.

But it didn't sell.

Out of frustration, the corporation gathered in a Chicago hotel. The national sales manager got up and said, "What's the problem? We have this nutritious product that is cheaper and better marketed than our competitors' product. Why is nobody buying it?"

There was a long, uncomfortable silence. Then, from the back of the room, a salesman from Iowa drawled, "The dogs don't like it."

Vision, it seems to me, is overrated. As this story reminds me, it's no match for reality. I've discovered this truth in the only institution that teaches it: the school of hard knocks.

Several years ago, our church purchased fifteen acres of prime real estate along a main artery in the Detroit metropolitan area. Our current three-acre site was ...

From Issue:Summer 1994: Vision
January/February
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