People all over the world today have witnessed the second coming. With joy and eagerness they stepped out of their homes and gathered in the centers of the major world cities. Each and every person was in search of what they were told had arrived and was awaiting their presence. I am referring to nothing other than arrival of the 2nd generation 3G iPhone from Apple.
Why I am I talking about Apple here? Because in our culture today no company inspires more passionate customer loyalty than the Cupertino, CA based computer giant. In fact they have often been referred to as the Cult of Apple. But why such rabid response to a device you pay up front for and monthly after that? Why are people so engrossed with and tied into the hype? The answer is twofold.
If you have ever used an Apple product they absolutely kill every other product out there when it comes to the user experience and product design. They are arguably the best people out there when it comes to understanding what their customers want and then giving it to them in a polished and slick package. The second reason is communication. If you have ever watched Steve Jobs, Apple’s CEO work a stage you have witnessed one of the best communicators of our day. There is no one better and whipping a crowd into a controlled frenzy. Additionally the minimalist advertising they employ generates positive buzz. But why talk about that here? How does that apply?
You may believe I am going to say that our churches have to be more like Apple; that we have to ‘attract’ more people to our churches like Apple does. Or maybe you believe I am going to say we need better communication that whips people into a frenzy; that we need to have slick marketing that gets into the minds of those outside of the church. But actually I do not want to support any of that. I want instead to focus on our blind consumption of that paradigm as somehow applicable to the Body of Christ.
In the past we as the western evangelical church have attempted to become the big box stores of spiritual products. One stop shopping for all of your spiritual needs. We have spent millions of dollars attempting to create atmospheres in which people would want to enter into and browse our wares and solicit what the church could do for them. We looked at the success of companies like Apple and said we need to capture the essence that make their customers passionate about their products and services. We wanted to take that essence and transpose it into our churches.
What we forgot to take into account was the selfish nature of that essence, the self-interested lens with which those we ‘attracted’ would apply the gospel to their lives. Instead of watering the wheat: the spirit of exploration, sacrifice, and others-first we cultivated the weeds: self-interested fulfillment, and materialistic hunger. We have sullied our temples.
Just as Jesus turned over the money changers tables, and drove out those selling sacrificial animals from the courtyard; so today Jesus may well rally against and wish to drive out the economy of the modern evangelical church. The point being this; Christ removed the money changers and the sacrificial animal sellers because they effectively moved people away from God. They turned the experience of interacting with God into a product for materialistic consumption. It had become entirely possible to go to the temple, give your tithes, sacrifice your animals and never meet God. They had subverted the point of the temple by making the focus on the temple experience itself and not about the One who dwells there. We are laregely no different today.
In my mind Jesus would be running into every bookstore within a church and throwing the books out in the parking lot, he would run into the coffee bars destroying the latte machines with a baseball bat. The donuts would be flying through the air. The sacred memorial pews would be set on fire. Sound equipment and video equipment would be reduced to rubble. But without that how would we communicate?
Shouldn’t our communication be polished and professional, our delivery engaging and spectacular, our book insightful and empowering? I would argue that we tend to forget the spectacular nature of our message resides within the story of God, that we are but speakers connected to a source. The sparkle and polish is often meant more to impress people with our communication skills or the breadth of our budgets than to embody the narrative of the Missio Dei. This applies to our church marketing as well. Let me be clear I am not advocating sloppy approaches to articulation of faith, but rather that all of our communication as churches must be fully Gospel, Kingdom of Heaven driven. The emphasis is not on our personal desires, but on our place within the greater story of God’s Kingdom.
At the end of the day attractional ecclesiology only serves to herd sheep from one field to another. To be missional we must reject the attractional model and embrace a different model and method. We have often thought of church in this sense:
–> 0 <–
Where the 0 = the church and all are headed into it. We must instead begin to think about church like this:
/——\ /——-\ /—-\
PERSON’s STORY: ——–0——–0——–0——–0——–0——0———-000000>
THE CHURCH: ——-/ \——/ \——/ \———/
The body of Christ is a co-existing narrative that comes alongside people where they are already at and crosses their path, influencing their story and integrating with them. In this model we remove the concepts of church as destination and commercialization, and replace it with the flowing story of the Body of Christ. This takes the focus and pressure out of selling something that attracts people, and places the importance on leaving the church building to live alongside people where they already exist.
Now that I have torn down the walls, I want to tone back the rhetoric a bit. There is a place for media, for creating atmospheres for conversation and growth, for writing and being creative, for sharing what God has taught us, and for sharing food within our congregations. However we must re-orient all of it so that it is subject to the cross. Everything we do as the Bride of Christ must be done in such a way as that the Good News of our Lord Jesus Christ takes prominence in all things. Unless it is telling the story of the Good News of the Kingdom of God, it is meaningless. Unless it is coming alongside people where they are at, it is meaningless. Unless it is reaching those that are not yet Christ’s followers it is meaningless. Unless it is focused on maturing those who have become Christ’s followers it is meaningless. But mostly if we are not cultivating mature Christian’s that go out to where the hurt and lost are at it is meaningless. In other words it is all about becoming part of the ongoing Mission of God. And that is a mission to grand and wondrous to be packaged, marketed, and sold.