“One of the common assumptions when people fail to turn up to church is that we need to improve the experience of church gatherings, the “product”. We need better music, more relevant sermons, multimedia presentations, engaging dramas. Or we need to relocate to pubs, cafes, art centres. We need cool venues with cool people and cool music. The problem with this approach is the assumption that people will come to church if the product is better. But remember that 70% of the UK population have no intention of attending a church service, and these figures are even higher among young people….Sunday morning in church is the one place where evangelism cannot take place in our generation because the lost are not there – not until we go out to connect with them where they are, where they feel comfortable, on their territory. We need to do church and mission in the context of everyday life. We must think of church as a community of people who share life, ordinary life.”