In my last post I discussed the problem of market saturation when it comes to churches, particularly in the south where it is easy to find a church on almost every corner. However in the north the market saturation is less obvious because the problem is not an abundance of church businesses but a lack of market interest in religion in general and Christianity in particular.
This is not to say that market conditions cannot change. However the way in which markets change is through educating the consumer. This is wholly different than simple advertising where the goal is simple brand awareness of a product being offered to solve a known and understood problem and/or need. When companies wanted to introduce the personal computer to the average consumer who has never seen one before, they had to first undertake a campaign of education about computers in general and simultaneously seeding the potential market with a clear vision of the promise of a digital future.
The same thing needs to happen if we want to turn spiritually barren plains into fruitful fields.
Practically, this means a deliberate emphasis on apologetic training and engagement with individuals in markets that have, for a variety of reasons, selected against Christianity.
Before any new businesses can be established, we need to undertake a campaign of educating people of the product (worldview) of Christianity and what it has to offer. In fact, I would argue that such an education campaign needs to be undertaken even in saturated markets like the bible belt. We need to combat false impressions people have developed regarding what church is, what Christianity is all about, and most importantly, who God is and how we can know he exists and sent His Son to come and die for our sins to set us free.
We need to till the soil.