Branded: Sharing Jesus With a Consumer Culture by Tim Sinclair

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.

Love & Respect by Dr. Emerson Eggerichs

This best seller about the marriage relationship has helped many couples move from "The Crazy Cycle" to "The Energizing Cycle." The book cites numerous examples of marriages that moved from hanging-by-a-thread to joy and wholeness.

In Part One, veteran pastor, counselor and conference speaker, Dr. Emerson Eggerichs explains the most basic needs of men (respect) and women (love) based on Ephesians 5:22-28. He highlights the ways in which women see and hear the world—she, through pink glasses and hearing aids/he, through blue glasses and hearing aids. Eggerichs shows how couples become entrenched in a never-ending, unhealthy spin cycle. His superb insights zero in on the emotional makeup of men and women. He shows how failing to understand these truths exacerbates crazy relating. One analogy he uses is that of an air hose. When one partner is stepping on the other’s air hose, it’s impossible to relate in healthy ways.

Part Two is dedicated to showing how to move to the kind of relating that will energize your relationship and meet the needs of husband and wife. Chapters are divided into advice for husbands about wives, using the acronym “COUPLE” and advice for wives about husbands using the acronym “CHAIRS.”

Part Three discusses “The Rewarded Cycle,” with biblical support and encouragement for relating in godly ways despite fears. Ultimately, the journey is about one’s personal relationship with God.

Throughout the book, Eggerichs offers snippets of conversations he’s had with couples trying to break out of unhealthy patterns of relating. Also included are portions of many letters he’s received from his conference participants. The letters from those who have put the author’s ideas into practice are helpful and prove his points. However, sometimes, the constant reference to his seminars seemed like a little too much advertising. That’s my only criticism of the book.

While clearly distinguishing between unhealthy relating and outright abuse, Eggerichs offers hope to those who think the principles won’t work for their situation. He believes that the Church has done well in explaining the importance of husbands loving their wives but has been weak in teaching about the husband’s need for respect. He cites many examples of people who say they’ve never heard it taught so clearly. However, many popular Christian books on marriage teach these same principles. 

Finally, the author was refreshingly honest in depicting his own past and current struggles in these areas. His openness will encourage those who are looking to break out of unhealthy patterns. Valuable appendices help you do your own marriage inventory, provide advice on how to ask your mate to meed your needs, and offer thoughts about exceptional situations.*****

A complimentary copy of the book was provided for review by the publisher, Thomas Nelson.

When the Hurt Runs Deep by Kay Arthur

Coming Soon

A complimentary copy of the book was provided for review by the publisher, WaterBrook Multnomah.

Max on Life by Max Lucado

Organized offering of spiritual Q & A on a wide range of topics

Mostly culled from the author's previous responses to letters and emails, this new work from Lucado will appeal primarily to new and near believers. Those who are theologically literate or who have been walking with the Lord for many years will find most of the questions basic. "How can I know what God is like?" "How do I get out of a bad mood?" "Why should we pray?" The problem of pain and suffering. "How do I get along with my mother-in-law?" 

Lucado's answers affirm scriptural truths. As always, his writing is lucid and engaging. For those who are learning biblical values and wonder what a life committed to God is all about, this book from a veteran pastor will be helpful. At times, however, he seems not to deal with the anguish in a query. Instead he uses the question to present (what may appear to be) platitudes to a weary heart.

At other times, Lucado treads on shaky ground—for example, in his discussion of "eternal truth and historical particularity" (pages 92-93), a discussion of holy kisses, feet washing, and the wearing of veils. While in principle, his explanation makes sense, this kind of thinking can lead to throwing out babies with bath water all over the New Testament, to spiritualizing specific behavioral exhortations. 

Lucado makes a grave and sloppy mistake as a Bible expositor when he uses Hebrews 9:15 (words comparing the old and new covenants and specifically written to Jewish believers in Messiah) to support his premise that heaven will be comprised of people from every tongue and nation (it will, but that's not what this verse is about) who may never have heard of Jesus (also what this verse is not about). In fact, some may interpret his words on pages 222-223 as a universalist view of salvation. However, his responses on the next several pages seem to refute that argument. Ultimately, God is judge. 

Finally, if you're an aspiring writer, you'll be heartened by Lucado's closing words, an addendum called "The Write Stuff." As there are a plethora of books on the market on spiritual guidance, this offering will appeal mainly to Lucado fans and pastors seeking to expand their libraries. A relatively quick read. *** 

A complimentary copy of the book was provided for review by the publisher, Thomas Nelson.

King's Cross by Timothy Keller

Coming Soon

Transforming Grace by Jerry Bridges

Coming Soon

A complimentary copy of the book was provided for review by the publisher, NavPress.

Fearless by Max Lucado

I wanted to read Fearless because the subject matter is universally relevant. What person is never afraid of anything, ever? But I wondered how this book would differ from what has seemed like a string of fluffy, feel-good titles from the author (not all, but some). The net royalties Max has received from my acquisition of his books could buy him a nice lunch. 

I was pleasantly surpised. The characteristic way Lucado weaves words together in his opening chapter is pure poetry. They draw you in as you anticipate what’s coming down the pike. Continuing on this highway will not disappoint. Always the master story teller, Lucado’s anecdotes warm the heart and encourage the spirit. Structurally, the book is well organized by types of fear (disappointing God, mattering to others, worst-case scenarios, storms of life, etc.).

The topic is fear. But it is more than that. Ultimately, this is a book about what makes us tick and how we relate to God and the world around us. Using the lamp of Scripture to support his points, Max shines a flashlight into the dark, hidden crevices of our hearts, reminding us of basic truths about trusting God in all circumstances. And he has heartening words for those who struggle with fears about their fears.

I have only two minor criticisms regarding issues the author or his editors might find difficult to discern in the midst of a cultural Christian enclave. The book seems to be written as though most readers understand who Jesus is and what following him is all about. A topic as important as fear could have been made more relevant to a broader readership by a change in jargon, for starters.

Second, Lucado makes a troubling statement in describing Jesus' relation to his kinsmen. The Messiah never “gave up” on synagogues. The public announcement of his ministry happened in one. He wept over Jerusalem and for his Jewish people. And he didn’t teach his followers to give up on synagogues either (they were often the first places Paul--who exhorted Gentiles not to boast in Romans 11:18-21--visited in his travels). Therefore, minus 1 star (because aside from the aforementioned flaws, the book is a valuable, inspiring read).****


A complimentary copy of this book was provided for review by the publisher, Thomas Nelson.