The mobile strategies I see churches deploying today feel very similar to what I saw happening with websites back in the early 2000s. In those days, the common mantra was ... JUST DO IT! Everyone knew that you had to have a website if you wanted to be ‘relevant’, but little thought was given to what? How? And why? These questions were pushed aside in a rush to get something — anything — on the web. Few churches were asking how a website could help them achieve more purposeful goals like engaging people and moving them towards deeper connection and community.