Why is this specifically for Christians?
You may be wondering, what makes this a site specifically for Christians? Can other people not be moral in their marketing?
You may be especially wondering this if you’re not a Christian yourself. Perhaps you got here by accident or out of curiosity; or perhaps you are looking for insights from another worldview. Here is the answer:
This site is for Christians specifically because they grapple with questions around marketing that other people don’t—or at least, which other people don’t think about in the same way. Moreover, how they answer these questions must square with the Bible, which is something non-Christians are not concerned about.
Additionally, a lot of Christians feel there is something broadly wrong with the idea of marketing and salesmanship in general. They see client attraction and persuasion as either manipulative or bullying. My thesis is to recast marketing into a biblical category which has no overtones of craftiness or authoritarianism—namely leadership.
As to whether non-Christians can be moral in their marketing, the answer also highlights why this is a site specifically for Christians. The ultimate reason that Christians grapple with different questions in marketing, or approach them differently, is that they have as their ultimate priority the goal of honoring God. Their concerns all boil down to the question: “Is it possible to deal faithfully with God first, and neighbor second, when marketing—and if so, what does that look like?”
This is fundamentally different from a secular approach to ethical salesmanship, which is not concerned with the question of dealing faithfully with God, but only with people.
So from a Christian perspective, other marketers cannot be moral in their dealings, inasmuch as morality starts with God. Hebrews 11:6 says that without faith it is impossible to please him because, in the words of Romans 14:23, whatever does not proceed from faith is sin. This is not at all to deny that non-Christians can deal fairly with each other, and act in ways that we would colloquially call ethical or commend as good. Nor is it to suggest that Christians always act more fairly towards others than non-Christians. Sadly, that is not the case at all. My point is only that there is a fundamental divide between what Christians and non-Christians mean by acting rightly, which is why this is a site specifically for Christians.
I am not, of course, saying that how we conduct our business contributes to our standing before God. Taking a biblical approach to marketing will not contribute to your salvation. Remember, Christianity is not a religion where you are saved by being a better person than other people, or by following different rules of conduct (even though the rules sometimes are different). Christianity is unique in that you are saved not by what you do, but by trusting in what God has done. So in this sense, how you conduct your business doesn’t really matter. But in another sense, it matters very much, because how you conduct your business reflects your attitude to God. A good Christian will want to conduct his business well. And many Christians are confused or anxious about how this aspect of business looks when done “Christianly.”
Hence this site.
Does this mean you leave if you’re not a believer? Not at all. I myself am always eager to learn how others think about various issues, even—and sometimes especially—if they disagree with me. That kind of perspective is very helpful. So I believe that an ethically-minded non-Christian will learn much from this site. Indeed, I have been asked to present these ideas at entirely secular summits and the like, because the biblical model for marketing that I articulate is the best model for marketing, regardless of what you believe about Jesus. So with that said, let’s have a look at it.
Next: what marketing looks like as biblical leadership