Christian Business Review 2019: Workplace Practices That Glorify God (Issue 8)

CHRISTIAN INFLUENCE
CBR PEER-REVIEWED ARTICLES
value is secondary to the other elements of the exchange. If
there’s no potential value in product, price, and place, there’s
really no point in communicating [promoting].” 38
Yet this goal Hagenbuch defines goes beyond the end-user
of the product. It is a very relevant challenge to the Christian
marketer, too. If we are to be seen as useful in a cultureshaping
industry like marketing, then we must be part of
that culture. We must add value in these environments and
actively participate. Separating ourselves from the culture
is not the way to win fans and influence employees. And
if the employees we are influencing are questioning their
faith, then one of our goals as their Christian managers is to
influence their ideals in a respectful, authentic way.
Connecting is key to being relevant to those around us.
Maxwell states that “Connecting is the ability to identify
with people and relate to them in a way that increases
your influence with them.” 39 Maxwell projected that 80 to
90 percent of the connecting we do is done on a one-onone
level. 40 Yet even in a group setting, it begins with the
individuals in the group.
Cloud identifies the ability to “connect authentically” as
a part of one’s character that has a direct impact on one’s
effectiveness. 41 Specifically, qualities of empathy and
validation are necessary in this quest for connection. 42
According to Cloud, connection is necessary to build trust. 43
Trust is a necessary ingredient if one is to have influence
and relevance in the lives of others. As well, Cloud discusses
another element of building trust as watching out for others
(being “for, not against”), showing them grace (or “unmerited
favor”) and unmerited help. 44
These same principles of building trust are reflected by
Hagenbuch. He suggests two overriding principles for
marketers selling to consumers that are relevant to marketers
managing younger employees: 45 Influence others to their
benefit, and love your neighbor as yourself (Luke 10:27).
Developing the ability to influence others to their benefit
requires connection. Maxwell reminds us that the ability to
influence is tied to how we connect with others. 46 However,
connecting is more than just words we use. He identifies four
levels of connectedness needed in order to lead well: visually,
intellectually, emotionally, and verbally. 47
How can we shine if we are not in the world to connect
with those around us? Jesus teaches us in John 17:14-16,
“I have given them your word, and the world has hated
them because they are not of the world, just as I am not of
the world. I do not ask that you take them out of the world
[identifying that they are, indeed, in the world], but that you
keep them from the evil one. They are not of the world, just
as I am not of the world.” 48 Many Christians consider the “in”
and the “of” synonymous when it comes to their vocation.
Consequently, this could lead Christians toward staying away
from vocations that may seem more “in” the world. Choosing
to stay away from a vocation such as marketing leaves a
void of light in the marketplace. Loving and connecting with
others takes being with them. We desire to spend time and
connect with those we love.
4. FIND YOUR VOICE
As already mentioned, encouraging the Christian marketer to
speak out when values are being discussed is important, as
they play a role in shaping not only non-believer’s views of
Christians but consumers’ views as well. The challenge is for
both the younger Christian marketers and their managers to
pick their battles and take a stand to challenge the status
quo.
Cafferty suggests that vulnerability is key in the marketplace,
whether we are talking about employees with employers,
consumers with companies, or companies with customers.
In Cafferty’s view, the purpose of business must be to foster
the restoration of God’s image in humans, not in church but
in a particular place where some parties are economically
vulnerable to others. In the context of vulnerability, we as
Christians have opportunities to demonstrate sacredness in
the marketplace. It isn’t in the separateness of the market
but, rather, in its integration where we can truly show our
Christian principles. 49 This vulnerability is readily present in a
marketing services firm where long hours and regular debate
on idea generation and creative techniques can provide the
perfect environment to share a godly point of view.
Social impact theory proposes that the amount of influence
a person experiences in group settings depends on the
strength, immediacy, and number of people in the group
exerting social influence. 50 Thus, a group that has many
members (vs. a few members), high power (vs. low power),
and close proximity (vs. distant proximity) should exert the
most influence on an individual. 51 Conversely, if the strength
of the person exposed to the social influence (i.e., the target)
increases, the immediacy of the group decreases; or if
the number of targets increases, the amount of influence
exerted by the group on the individual decreases. The theory
has direct applications to persuasion and obedience. 52
When working in an ad agency or marketing firm, the
employee will often find the hours long and the time with
peers significant. The influence of the group is strong
and immediate, as much time is spent advancing work
CHRISTIAN BUSINESS REVIEW Fall 2019
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