It may not be inclusive or politically correct, but the unabashed aim of The Grove Church in Peoria, IL, is to attract one hitherto unreached demographic: men.

Inspired by David Murrow's Why Men Hate Going To Church, Murrow and Pastor Mark Doebler freely admit they are inventing a new style of worship. "We're not going after low-hanging fruit," said Murrow. "We're building a ladder to reach men, the fruit most churches ignore."

The first couple of rungs were hammered together in Peoria, IL, on a September weekend when the Murrow conducted a Church for Men Summit in the city and Doebler launched the first service in his church specifically targeting men.

Said Murrow: "When a man walks into a church, you have two minutes to show him that this is for him and not just for his wife, his kids, and his grandma. Everything about the church - the way the music sounds, the way it is lit, the way it is decorated, images and teaching - need to speak to him on some level. The nice thing about women is that they respond well to a masculine tone and imagery whereas men do not respond well to feminine imagery."

In structuring a church service that appeals to men, Doebler said, "We've given ourselves the freedom to make big mistakes. We don't have the luxury of having another church to follow. What scares us more than anything is to continue to do something that isn't working because it has always been done."

Nothing to worry about there. Doebler's experimental "men's church" freely parts with convention at every turn. What's a church service like that targets men? They don't grunt the Doxology aka Tim Taylor. But it's not your grandmother's church service either.