Is Marketing Biblical?
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Excerpts From our Marketing Workbook
Build it and they will come
Field of Dreams is a 1989 movie in which a farmer hears a voice saying, “Build it and they will come”. So he plows up his field of corn and builds a baseball diamond. Because this is a movie and not reality, a long-dead baseball hero, Shoeless Joe, turns up and everyone comes to play baseball.
That’s how we often look at building a business. If we have a product, surely everyone will see the need for that product. If I build it, they will come and buy it. So we fire off our baseballs assuming we have a hit but find we aren’t even in the ballpark. We are disappointed.
Christians sometimes have a fundamental biblical issue with marketing because much of the marketing in the world’s business system is pure puffery and lies. Will that diet drink really allow me to lose 15 pounds or KGs in 2 weeks? Will that new car really make me so happy that I will never worry about the payments? Marketing often seems like the devil’s lie, but when I build it, they don’t come. So what do I do?