Curing the First World War, Kimberley Clark owned a company that manufactured cellucotton for use as a filter in gas masks. After the war, sales of cellucotton plummeted. In an effort to stave off annihilation, she had the idea to make sheets of cellucotton that could be used as make-up removers.

Sales were steady but weak until she noticed, quite by chance, that some people were blowing their noses with her sheets of make-up remover. By the 1930's Kimberley Clark adopted the line: "Why put your cold in your pocket?" and Kleenex was born. Wat a terrific example of how brands must evolve alongside an ever-changing society.

Some churches still stuff their cellucotton into gas masks. Where there is a history of success, there is usually a fear of change. What past successes are clouding current perspectives in your church? How might a change in these perspectives awaken a new or evolved sense of direction?