Generally we don't push books in this column, but I am going to set custom aside momentarily and urge you to read In Search of Excellence by Thomas J. Peters and Robert H. Waterman, Jr. (Harper & Row). It is relevant, carefully researched, and well written. It's been on The New York Times bestseller list since January 16, 1983.

In a nutshell, this book explains why some American corporations-IBM, Procter & Gamble, 3M, Hewlett-Packard, Disney, McDonald's, etc.-stand head and shoulders above their peers. It lists eight principles the authors found common to these corporations.

Harold Myra and I have been discussing this book, chapter by chapter, with the executive staff of Christianity Today, Inc. Although written about megacompanies that dwarf our nonprofit publishing house, we have learned much that applies. In between sessions, I have found it intriguing to speculate on direct applications for parish ministry.

Last week we discussed chapter 6, on staying "Close to the Customer." Its forty-four ...