This from page 73 of The Shaping of Things to Come: Innovation and Mission for the 21st Century Church by Michael Frost & Alan Hirsch:
We cannot just talk about the gospel from a safe distance outside a community. Doing so ignores the issues of credibility, relevance, and language differences (with the subculturalization of Western society, don’t for a minute think that different subcultures don’t speak different dialects). A missionary needs to relate to those with whom he or she is communicating. Lobbing “gospel grenades” from a distance only brings resentment. How can we listen and care from a distance?
In a world where many non-Christians assume God hates them (presumably because they gain the impression that God’s people hate them) it is important to make one of the goals of incarnational church planting to help people connect with the God who is seeking them and desiring their friendship.