“Understanding those feelings is vital to a successful guest experience. But understanding is not enough. Excellence means replacing those negative feelings.” This is one of the amazing points from the book, The Comeback Effect by Jason Young and Jonathan Malm. This book goes through why it is important for a church and its congregation to take a look at what it is doing to bring and keep new members. It goes into great detail of what people are looking for when walking into a new congregation, what their background and opinions of church could be, and why they have chosen your specific place. It goes into how to help them to become comfortable and find their place. I would recommend this book for any new church or church in transition. It can also be used in business outside of the church. I highly encourage that pastors and business owners go out and get this book.