Marketing Christianity

I recently read a Christianity Today interview with Tim Keller, pastor of New York City's Redeemer Presbyterian Church. I thought I'd share a quote that struck a chord with me:

You reject marketing apologetics like, "Christianity is better than the alternatives, so choose Christianity." Why?

Marketing is about felt needs. You find the need and then you say Christianity will meet that need. You have to adapt to people's questions. And if people are asking a question, you want to show how Jesus is the answer. But at a certain point, you have to go past their question to the other things that Christianity says. Otherwise you're just scratching where they itch. So marketing is showing how Christianity meets the need, and I think the gospel is showing how Christianity is the truth.

C. S. Lewis says somewhere not to believe in Christianity because it's relevant or exciting or personally satisfying. Believe it because it's true. And if it's true, it eventually will be relevant, exciting, and personally satisfying. But there will be many times when it's not relevant, exciting, and personally satisfying. To be a Christian is going to be very, very hard. So unless you come to it simply because it's really the truth, you really won't live the Christian life, and you won't get to the excitement and to the relevance and all that other stuff.

If you'd like to read the rest of the interview, you can click here.