The story of how Howard Moskowitz, a psychophysicist and market researcher, revolutionized the food and beverage industry in the 1980s illustrates this point. The Campbell Soup Company hired him to solve its Prego problem, as Rag was dominating the spaghetti-sauce market at the time. Moskowitz made 45 varieties of spaghetti sauce with various levels of garlic, spiciness, visible solids, etc. In his test results he looked for patterns and clusters in people's preferences. His research revealed that Americans fall into one of three major groups: plain, spicy and extra-chunky.At the time, there was no extra-chunky spaghetti sauce on the market, yet Moskowitz's research showed that a third of Americans were craving it! His results demonstrated a fundamental flaw in the conventional approach of the food industry: Campbell's shouldn't have been looking for the perfect Prego spaghetti sauce; it should have been looking for the perfect Prego spaghetti sauces.The Quest church-planting team and I did not set out to start a perfect - or even better - church. We planted a different church because we realized the Niagara Region has many different kinds of people and, therefore, needs many different kinds of churches. We intentionally started a church that was different than the other churches in our community, not because we had anything against those churches, but because those kinds of churches already existed.