The Starbucks strategy

In 2012 there were about 11,000 Starbucks in the United States. If you add in other chains as well as mom and pop shops, the number climbs to about 20,000 total coffee shops. In that same year there were about 300,000 protestant churches. If we add in our Catholic brothers and sister, that number gets much larger. 75% of US adults drink coffee from a coffee shop, 58% do so daily. With far less availability, the coffee shops have managed to saturate the country with lovely caffeine. Why can’t the church saturate the country with living water?

A coffee shop has advertising and a marketable product that people want. Consequently, people actually go to the coffee shop. The church does not really have that luxury in this climate. While the church does have the living water to offer that all people need, there is little conscious desire in people to go seek it out. To be fair, part of the problem is a society that does not seem to value moral standards, part of the problem is the reputation that the church has- both deserved and undeserved. Such a big part of the problem though is that the church is largely still waiting for people to come and get a cup, not going and giving one.

I think that the answer can be found in John chapter 4 with the well known story of the Samaritan woman at the well. I am not going to recount the entire story, here but rather bring up a pivotal verse in the exchange of the woman and Jesus. In John 4:25 the woman says “The woman said to him, “I know that Messiah is coming (he who is called Christ). When he comes, he will tell us all things.” ”  She knew that the Messiah was coming. She had no thought that she would go to Him, but that He was the one coming to her. There is a lot more to the story and it is worth a read again for any of us. The point is that Jesus went to where she was.

Perhaps there was a day when people came to the church to find Christ, if so, it was before I was born and today is not that day. The church should not be the primary source of people hearing about Christ, it should be the place where people come together in worship and to grow. It is a wonderful thing when you get to witness a “come to Jesus moment”, but it should not be counted upon. We need to be spending more time going to the well (or to Starbucks or wherever), because there are people there waiting for the message of the messiah.

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