"There's power in setting an objective that appears to be so ambitious that you can't possibly get there," Mark H. Willes told a group at BYU Thursday. "That's the magic of it. Because if you can't get there doing what you're currently doing … then you have to think radically differently, and then some wonderful things can happen."
Willes, president and chief executive officer of Deseret Management Corp., spoke Thursday night at the fourth annual Neal A. Maxwell lecture series about the ambitious goal to reinvent the church's media businesses.
Deseret News, KSL Television and Radio, Bonneville International, Deseret Book and the new Internet company Deseret Digital Media all have been tasked with a bold, new mission statement: "to be trusted voices of light and knowledge, reaching hundreds of millions of people worldwide."
Such a lofty goal means that messages from print, radio, television and Web outlets must expand beyond the Wasatch Front, Utah and even the membership of The Church of Jesus Christ of Latter-day Saints, Willes said.