New

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In marketing and advertising, one of the key, eye catching words is NEW. Everyone likes new things. When was the last time you saw something advertised as “old”? If something old is being advertised it usually gets labelled as “retro” or “throwback”. As a culture we are obsessed with new. Which is great. Forward progress requires some aspect of new but every new thing is not progress. New companies, new churches, new books, new technology, new currency, and new entertainment have been used to create progress. But in markets saturated with new things, often refining and perfecting the existing can be the way forward. Running through the city within the span of several miles tens of churches, mostly empty on Sunday litter every block. On the same run the same is true of businesses and homes. Very often new churches are started, everyday new businesses are created, and continually new houses are being built. Often these become consumables, hot for a moment, stagnant for a year, and liquidated soon after. Are new things actually better? In some cases yes, but often no. Take books for example. While new books can be excellent, how many guaranteed excellent books have you and I not read? Have we exhausted the classics and other books which have stood the test of time? (I would list excellent old books and authors but surely would offend someone by including or not including a specific book or author). Instead of being taken in by the word NEW we should find how that new or old object will fit into our larger goals. If we understood everything about the “new” object, perhaps we would go back for something old we “knew” more about.

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