First Presbyterian Midland contacted Auxano with an increasing desire to excel in missional effectiveness. As with many churches, the leadership acknowledged, “We are good at missions, but we are not very missional.” The church maintains a dynamic downtown presence in the oil mecca of Texas, a location with unique opportunities and challenges. After going through a nine-month Vision Pathway, the church contracted with Auxano to reinvent its brand and communications- a process that is still underway. One of the highlights of the process was an “ah-ha” moment when the Vision Path team concluded that everything of value in Midland is “underneath the surface.” This contextual insight influenced the articulation of their mission of “loving and leading all people to deeper life in Christ.” With a new four-component ministry strategy serving as a missional map, the leaders are now poised like never before to focus resources on the mission field immediately surrounding them.