Marketing Jesus

I do not see myself as an argumentative sort.  I am generally a peace-maker, a unifier and collaborator – not a divider.  I am also quite tired of the endless haranguing that happens among Christ-followers about things that, at the end of the day, don’t matter.

So, it is with some reluctance that I take on the article that I gave as a homework assignment last week.  My willingness to press past my hesitations is based on the fact that I think this article is representative of a growing sentiment in certain Christian circles that I find disturbing.  And, if people with an opposing view don’t share their concerns about what is missing or incomplete in the argument, then it can be assumed that there is nothing more to be said on the subject.

That is why I want to offer a tweak to Mr. Galli’s article entitled “Super Bowl Evangelism” http://ht.ly/3RnEa. 

First, let me start by pointing out where I agree with what he writes.  If his most fundamental message is that the church needs to be more loving in its evangelistic efforts, I am his biggest cheerleader.  I say, “AMEN!”  Too much of what is passed off as “evangelism” has little to do with what Jesus had in mind in Matthew 28:18-21.

My sticking point has to do with making marketing the mortal enemy of this kind of love.  I have an MBA from a Christian graduate school.  When we studied marketing, we talked about the activity of connecting real human needs/desires with effective products and services.  Is this a legitimate activity?  Did Jesus do this?

One of the more fascinating parts of Jesus teaching ministry is the degree to which he appealed to desire.  He would say, “Aren’t you hungry?  Learn from me.” (Matthew 5:6) 

Was Jesus using marketing tactics?  Well, you might say, “Jesus was appealing to the more noble side of ourselves and our desires.”  Perhaps, but sometimes he left his appeals unqualified. 

In Luke 6, Jesus is talking about the importance of sacrifice and love (even for the sake of one’s enemies), and I find it interesting that he justifies his appeal by promising a “great reward” in heaven.  Is he marketing heaven?  Why not say, “Be loving and sacrificial, because it is just the right thing to do?”  Why the appeal to reward?  That could be interpreted as appealing to the flesh…employing those dark-side marketing techniques.

I sincerely believe that if we didn’t know that Jesus said something like this and the church picked it as a slogan or a series title, the outcry would be momentous: “Just another pitiful example of MBA-trained pastor-types trying to market heaven!”

Perhaps part of why I get so agitated about the outcry is that it almost makes it sound like Madison Avenue “discovered” marketing when, in fact, the reason Super Bowl ads work is because they are based in certain truths and principles that God himself ordained.  Even Mr. Galli admitted he prefers the ads to the game itself.  To be consistent, it would seem that he would find the ads appalling and offensive to his Christian sensibilities.  Now, can marketing approaches be tainted, twisted and deranged?  Certainly!  But, does that make marketing the enemy?  No!  Rather, let’s critique the approach or the application, because the core assumptions may actually have their roots in something God himself created and endorsed.  All truth is always God’s truth.

But, what makes this discussion more then theoretically offensive (for me) is that there are real (and I would say harmful) implications associated with trying to do what Mr. Galli is suggesting when it comes to teaching on any matter of gospel significance. 

He insinuates that in order to motivate and encourage people to be more loving (in their evangelistic efforts) we should simply tell them to do so and count on the Spirit to prompt some mysterious work within them.  But, later he states that we should actually be (proactively) more like Jesus and not “market our neighbors but love them.” 

OK.  But, can we consider that if it is desirable to be like Jesus on the activity-side, might we legitimately consider trying to be like Jesus on the teaching-side too?  Because far from just “telling” them what to do, Jesus seemed extremely interested in making it compelling to do what he commanded.  He used analogies they would understand.  He appealed to desires that were naturally inspiring and based in human want and need.

I don’t think we want more “telling” in American pulpits.  I don’t think we want pastors being less prepared or less persuasive under the guise of “making room” for God’s Spirit.  It would seem to me, that there is already quite enough of that.  In fact, perhaps a case could be made that it is the lack of “marketing understanding” that has contributed to the anemic zeal for authentic evangelism in the church today.

It would be my contention that it is an act of great compassion to work hard at making the ways of Christ understandable and compelling.  And, if a little understanding of the marketing mix might make one more effective in that assignment, might I suggest that we all stop by Amazon and pick up the book Marketing Gurus and learn all we can.

Respectfully submitted for your consideration…

Piet

Homework

This week's blog post is a request.  Your assignment, if you will, is to read this article from Christianity Today. 

http://ht.ly/3RnEa

I'll give my thoughts on this next week.

Enjoy...if you can. 

What do we do about our sisters?

My parents had five children.  I am the oldest.  My sister (Elsa) is the youngest.  I am very close to my sister.  She lived with us for a season while she was trying to pull things together after a painful divorce.  She eventually found a wonderful husband and now lives in Colorado Springs.  Elsa is a prolific writer and has been a constant source of encouragement while I have been trying to figure what is next for my own manuscript.  She will be in Columbia this week.  I can’t wait to see her.  Elsa’s smile is infectious, and I am sure we will have numerous talks late into the night that will be mutually uplifting.  I’m so glad she is coming!

Last week, I was in Redding California.  I spent most of my time with Sarah Sumner.  She and her husband (Jim) hosted me in their home, but much of my time was spent with Sarah.  She is the dean of the seminary that is creating the Master’s program we will be bringing to Woodcrest.  For three days, I went to various meetings with her.  I met some amazing people and marveled at her leadership.  She is wise, quick-witted and a person of high integrity.  We talked at length about my manuscript and often talked late into the night about matters of personal and spiritual significance.  How good and pleasant it is to have such a dear sister in the Lord.

OK, let me stop right there for a moment and ask you to take stock of what is happening in your thoughts as you process what you just read.  Do you feel nervous?  Are you worried about what might be really happening between Sarah and I?  Does this sound like fodder for juicy gossip?  Isn’t it interesting how often that is our first thought?  Did my story about my flesh and blood sister affect how you read about my time with Sarah?  What would you have thought had I just started this note talking about my time with Sarah?

Quite ironically, one of lunch meetings I had with Sarah last week was with another visible Christian leader in the community (who happened to be a male).  Part of our conversation was about a lunch the two of them had several weeks before.  It was a “problem” because he was a man and she was a woman.  And, because their lunch was just the two of them…people were “talking.”

In a day and age where Christian leaders regularly fail us (most notably on the matter of sexual purity), I can understand why this was a “problem” for my brother.  He is a young, handsome, prominent and highly-regarded Christian leader in the community.  I understand the complexity of what he was trying to navigate. 

That is why I adhere to a similar set of boundaries myself.  I never have lunch alone with a woman.  I avoid traveling in a car alone with a woman who is not a member of the family.  No extended counseling sessions with women.  I even wrote about the importance of these “necessary boundaries” in my first team-building book.  It is all about minimizing risk, protecting personal boundaries, and understanding the power of perceptions.  I get it!

But, I was challenged by Sarah’s response to my brother at the lunch we shared together.  I have been pondering it ever since. 

She said something to the affect of, “Why must we automatically sexualize male/female relating?  Why must every encounter between a man and a woman necessarily raise questions about sexual infidelity?  Certainly, in the scriptures we have numerous pictures and images of appropriate male/female relating.  In fact, the most common image is that of a brother/sister connection.  If we can’t model that in the church…who will?  Should we allow the excesses of the few circumvent the benefits to the many?”

WHOA!

This morning I did a brief Bible study on the times and places where we find a reference to the image of “brother/sister” in scripture.  There were seven pages of references in my on-line concordance (168 references to be exact).  Let me note a few of them:

“If your brother or sister sins, go and point out their fault, just between the two of you. If they listen to you, you have won them over.”

                                                                                                            Matthew 18:15

“Lord, how many times shall I forgive my brother or sister who sins against me? Up to seven times?”

                                                                                                           Matthew 18:21

“Truly I tell you, whatever you did for one of the least of these brothers and sisters of mine, you did for me.”

                                                                                                            Matthew 25:40

“Whoever does God’s will is my brother and sister and mother.”

                                                                                                            Mark 3:35

“Truly I tell you,” Jesus replied, “no one who has left home or brothers or sisters or mother or father or children or fields for me and the gospel will fail to receive a hundred times as much in this present age: homes, brothers, sisters, mothers, children and fields—along with persecutions—and in the age to come eternal life.”

                                                                                                            Mark 10:29-30

When Apollos wanted to go to Achaia, the brothers and sisters encouraged him and wrote to the disciples there to welcome him. When he arrived, he was a great help to those who by grace had believed.

                                                                                                            Acts 18:27

I do not want you to be unaware, brothers and sisters, that I planned many times to come to you (but have been prevented from doing so until now) in order that I might have a harvest among you, just as I have had among the other Gentiles.

                                                                                                            Romans 1:13

Finally, brothers and sisters, rejoice! Strive for full restoration, encourage one another, be of one mind, live in peace. And the God of love and peace will be with you.

                                                                                                            II Corinthians 13:11

OK, I think you get the point.  Through out scripture there is a constant drum beat of brother/sister relating that is good and right…dare I say normal?  But, I believe my friend’s response to Sarah is the more common reality in Christian community today.  He said, “Sarah, I hear what you are saying.  But,  I have no idea what that actually looks like.” 

Perhaps I have an advantage that I have a “blood sister” whom I love and feel very close to.  My connection with her is all about her and who she is in her womanhood, but it isn’t sexual, or maybe better said: “It is not erotic.”  Therefore, I have a mental image and real-life experiences of what relating to a sister-in-the-Lord looks and feels like.  By saying that, I do not mean to suggest that I have it all figured out.  In fact, I’d like to get clearer on it.

Perhaps even this post can help start a new level of conversation. 

What do you think?

Even in suffering...

Viktor Frankl was a survivor of one of the most horrific POW experiences imaginable. He wrote about that experience in a book entitled Man’s Search For Meaning. It is a powerful story. I was on the verge of tears for much of it. Toward the end of the book, he writes about how one sorts through such heart-wrenching suffering. Here is where his writing was at its most profound.

It did not really matter what we expected from life, but rather what life expected from us. We needed to stop asking about the meaning of life, and instead to think to ourselves as those who were being questioned by life – daily and hourly. Our answer must consist, not in talk and meditation, but in right action and in right conduct. Life ultimately means taking the responsibility to find the right answer to its problems and to fulfill the tasks which it constantly sets for each individual...


When a man finds that it is his destiny to suffer, he will have to accept his suffering as his task; his single and unique task. He will have to acknowledge the fact that even in suffering he is unique and alone in the universe. No one can relieve him of his suffering or suffer in his place. His opportunity lies in the way in which he bears his burden.

For the last couple of weeks I have been sorting my own plight of trying to find a publisher for my manuscript. It seems almost absurd to speak of my publishing challenge in the same piece as Frankl’s suffering at Auschwitz.

They are not comparable.

However, I am also aware that when people minimize their own challenges – because they can find someone who is facing harder challenges still – they only circumvent their own progress. In fact, making the most of the learning opportunities given to us through the smaller and less ominous struggles gives us real knowledge and experience for navigating the larger ones.

So, following the advice of Frankl, I have the responsibility at this juncture to find the right answer to this problem. I need to accept that this is where I am. No one can fix this for me. With God’s help and wisdom, I will move forward toward that which gives me the best shot at doing what seems right given what I know at this point in my life. May I have the courage to do that – and not give up.

Lead on Lord!

Getting what you need…

After getting the bad news from the publisher, I decided to give myself 10 full days to feel sorry for myself. During those days, I did what most “wound-lickers” do. I moaned and groaned to my wife. I complained about how “the industry” has forgotten the little guys! I even started watching Glee.

As the 10 days were winding up, I realized licking my wounds wouldn’t be enough. I needed something else to snap myself out of the malaise. I needed a party. I decided it would help to be around people I enjoyed who could help me laugh. My daughter called it a real world “pity party." I liked that and decided to run with it. I invited several couples to come to my very own pity party.

When the five couples arrived, they gathered in my kitchen. I started the festivities with a little speech. I reminded them why they were there and told them that I needed a little cheering up. I was bummed about the loss of the publishing contract and wanted to be around some people who might help me leave my worries behind for an hour or three.

We set out some snacks and a couple bottles of wine, and I made everyone play a bunch of silly games. The objective was achieved. We laughed for hours.

The next day, one of my friends pulled me aside and said, “I just want you to know I really enjoyed myself last night and was impressed by the fact that you were so bold about getting what you needed. You weren’t afraid to admit you needed some help and you planned something you thought might turn things around. That inspired me. AND...thanks for inviting me!”

His comments reminded me of conversations I have had over the years where I complained to my wife about how “nobody noticed” that I needed a pick-me-up. I wanted someone else to get me what I needed. Over time, Carol just started saying, “Look, if you want a party, plan your own! People will come. There are a few people who kinda sorta like you. Get what you need."

For once, I listened to her advice.

I believe many people waste too much time hoping that someone else will recognize they have a need and do something about it. But, doesn’t that always end with dashed expectations? No one notices. Therefore, no one cares. May as well eat some worms. If you need a party throw yourself one.

Even if it’s just a pity party.

It's all about God (I think)

When someone decides to do something for God, I think the general assumption made (at the front end) is that this is just for God – especially if it feels sacrificial. Sometimes Christ-followers do something, because it is being asked of them. It is about obedience. It is about faithfulness. It is about doing the right thing.

It is hard to discover that what we think is for God is also often a lot more about us than we care to admit.

When I started writing my book, I believed it was prompted by God’s Spirit. I felt like I was on an assignment for God. There were words and ideas inside of me that had to come out. I believe they were words placed in me by God – not as some kind of weird mystical transaction – but words birthed out of life experiences, personal study and the occasional unexpected “ah-hah” moments (that I believe were essentially grace gifts from the Lord).

The assumption I made was that because these ideas wanted out of me and were also of help to people I spoke to about them, it only made sense that these ideas ought to find a broader audience. That felt right. It seemed logical. I encountered signs along the way that I interpreted as “go ahead signals” from God. I felt like God wanted me to do this for him. I was following his lead.

I still believe all that, but getting dumped (I mean, “delayed”) by my publisher created feelings in me that made it obvious that this project wasn’t just about God.

It was about me.

If it were solely about God, then it wouldn’t matter so much that it wasn’t happening on my time line. I wouldn’t be jealous of other people getting contracts from the “big boys” while mine was being put on the shelf. In short, I wouldn’t be taking it all so personally. If this weren’t about me, it would be less important to me.

I would be more ready to say what John the Baptist said as he watched Jesus’ ministry gain greater notoriety than his own. He said, (of Jesus), “He must increase, but I must decrease.” (John 3:30). That ain’t easy to say and mean. That is the lesson of my week.

My good friend Dr. Rod Casey has a little saying that I love to share with others.

“Sometimes you are the curriculum.”

Sometimes, what we are experiencing isn’t so much about what we are doing – or hoping to do – sometimes it is more about who we are becoming and what God wants to do on the inside.

I much prefer sharing that idea than having to re-learn it myself.

Facing it myself...

Yesterday, I sent my fourth e-mail to my publisher – with no response. This has been going on for more than a month. I was beginning to feel a bit unsettled.

However, when I got home from work last night, there was a letter on the counter. It was from the publisher. I opened it with some trepidation. It was too thin to include my edits. But, perhaps it held some answers to why I hadn’t heard back from them.

The one page letter began by talking about the challenges facing publishers in these economically difficult times. It also noted that several key staff transitions at Bridge Logos have delayed production on all new authors’ works. My book was now being slatted for 2012-2013. But no guarantees. The letter closed by saying that if I wanted out of the contract (in order to explore other publishing options) I was free to do so.

UGH! My heart sank.

I didn’t want to start over. I just sat there for a few moments. Numb.

Everybody faces disappointing moments. So, I am sure you know the feeling. Your mind races with all kinds of conflicting thoughts. They come out of every part of your life experience. “This isn’t fair!” “Why me?” “But, God, I thought you led me to this place and these people?” “Whenever a door is closed, God opens a window…”

At first, all these thoughts carry equal weight. It is hard to decide where to land – and sometimes it isn’t even a decision at all. Sometimes the strength of the feelings decide for you. I guess that is why it feels so unsettling, because we feel a bit out of control.

Ironically, the working title of my manuscript is “unsettled” and the basic premise of the book is that our unsettledness is a signal that God wants to do a new work in our souls. I still believe that is true. But, I wonder what that means for me here and now. Most of the time when we talk about our seasons of unsettledness we talk about them after the fact...when we know what they mean. But today I am writing from the middle of one. I am not sure what it means. I am being reminded that when life shakes things up it is not fun.

Unsettledness is disconcerting – every time!

So, here I sit Lord, in the middle of what I feel. I need help sorting. I want to be open to what you may be trying to say to me in this. Yet, I have to confess, this feels pretty rotten. I don’t understand it. I wish it were different. I think this is unfair. But, I know I don’t have the full picture. I am working on believing there are things you are doing in the midst of this. You are not surprised by it. You can still do something in the midst of it. Would you help me to believe it and see it?