Hmm. Youngish husband with kids (the voice of experience to singles about the kinds of discussions old married folks have—ahem), professional marketer, PK*, immersed in Protestant church culture from an early age exhorts 21st-century Christians to relate authentically (always advisable), drop off-putting Christian jargon (of course) to reach unbelievers around them—in short, to market Jesus differently.
This book is part of a growing genre of popular titles from Christian publishers encouraging the development of caring, honest relationships with those outside the Church. Important and beneficial, naturally. What distinguishes this title from the others is the marketing rhetoric. On occasion, ideas seem forced to fit neatly into this theme. And while the author explains his rationale for using the words marketing and Jesus in the same breath . . . it can be disconcerting. I was uncomfortable with ad world language used to describe One who is the spotless Lamb of God (1 Peter 1:19), One who is the radiance of God’s glory (Hebrews 1:3). The author may suggest I’m missing his point. I’m not.
As someone whose upbringing and cultural milieu is markedly different from the author’s . . . as someone who regularly relates to those who consider Christianity irrelevant (and offensive) . . . as someone whose interest in the book’s subject matter is more than passing, I didn’t resonate with several of the author’s assumptions about Jesus’ followers today. Perhaps my experiences are the exception and his are the rule.
Of course (as the author reminds us), we’re to be all things to all people (more about this in a moment). The gospel may come as an offense . . . we just need to ask God for help in making sure we’re not the offense (which, I’m guessing, is the author’s main point, though he didn’t say it that way).
However, some things can’t be “marketed” differently, consumer culture aside. Some truths will never be popular no matter how they are branded/packaged/marketed . . . whatever word one chooses to use. (The author maintains it’s just semantics. Not always.) The New Testament is replete with examples of preaching an unpopular gospel . . . unpopular regardless of how culturally relevant the presenters were. And sometimes (again Scripture contains examples) there are occasions when authentic relationships aren’t a prerequisite for “sharing Jesus” (though one could argue how short or long it takes to develop authenticity). And that’s where things get tricky. One person sees an issue as supra-cultural. Another sees no room to budge. One person’s “I need to wait until I have more of a relationship with so-and-so before I share Jesus,” or “I do it without words,” is another’s “now is the time, what are you waiting for?”
Churches in countries outside the United States are growing . . . often where persecution is greatest. A pure gospel is being preached. The Good News is the power of God for salvation. We need to be careful not to throw out the baby with the bath water (irrelevant forms, off-putting lingo). No doubt, the author would agree . . . but I didn’t get that from the text. God has always used fallible believers who bungle things—in every age and culture, consumer and otherwise—to bring people to himself. From the text, one might glean that the drop in Protestant church attendance is merely due to faulty methods of communication and archaic forms. Revamp your methods and churches will fill up. Not. Other influences abound.
Other issues I found problematic in a book about communicating the Good News (isn’t that what “Sharing Jesus”—the book’s subtitle—means?):
What was *glaringly* missing from the text were any words about the work of the Holy Spirit in drawing people to God. From the author’s explanations, one would think that everything is up to Jesus’ followers. Market Him correctly, think outside the box in the way you relate to the culture around you and you’ll see results. There was no mention of ongoing spiritual battles, that the minds of unbelievers are blinded by the god of this world (2 Cor. 4:4).
Relating authentically, relating in love and being all things to all people are not novel concepts. (Though I do take issue with the author’s statement that 1 Corinthians 9:20-22 might be written differently today. Au contraire, Mr. Sinclair. That kind of thinking leads to spiritualizing Scripture. Paul’s heart for his Jewish people is evident throughout his writings. A Gentile Christian writer, having grown up in a Midwestern Protestant enclave, with perhaps, little association with other cultures, including Jewish people would—not surprisingly—make a statement such as that one.)
But the omissions didn’t surprise me. The author isn’t a pastor, isn’t a theologian, isn’t a missiologist, isn’t an experienced evangelist . . . he’s a marketer. (That gives him a unique perspective but it also means he misses crucial aspects of the issue.) What surprised me was how Kregel’s editorial department missed seeing the importance of including certain scriptural truths in this text about “sharing Jesus.”
Sinclair states from the get-go that his book is a “pep talk” and “not a playbook.” But his audience may not read the text with his understanding of the gospel message. He’s not specifically telling people how to do it, or what to say . . . just tossing out food for thought. Some of the morsels are tasty and flavorful . . . thoughtful and bold ideas—beneficial for those who’ve been trained to stick to a formulaic gospel presentation or are clueless about moving beyond established comfort zones. His wit comes through when he describes, for instance, prayers for “traveling mercies.” And there were several laugh-out-loud descriptions of pompously pious attitudes.
Despite its faults and the author’s blind spots, I give the book 3 stars. While Sinclair’s ideas for authentic relating and suggestions for moving into the worlds of others have been presented elsewhere, there are many for whom the discussion will be new and thought-provoking. The book seems to be written for a twenty/young thirty-something audience. ***
*pastor’s kid
A complimentary copy of the book was provided for review by the publisher, Kregel Publications.
