Mercury and Missions

The Ford Motor Company recently announced it was shutting down the Mercury line. For over 70 years, Mercury provided a mildly upscale automobile between the Ford and Lincoln brands. Was anyone surprised Mercury was phased out? I don’t think so.

Everybody could see that Mercury had become meaningless. It duplicated Ford models. It offered nothing unique to the public. Buyers of Mercury came from an insider pool—people who would have bought Fords. No vigorous product identity existed. When the announcement of the shutdown was made public, no one expressed shock. I don’t even know if anyone objected.

Can the church learn anything from Mercury? Let's try.

First, a vigorous and unique product identity offered in a vibrant way is essential. Who has a better "product" than the church? The true God, the living Word, the forgiveness of sins, eternal salvation, the presence of the Almighty, deep purpose and meaning for life--is there anything better? Can we not help speak of what we've seen and heard (Acts 4:20) or are we bored, listless, and distracted?

Second, appealing only to insiders will destroy you. A dear older lady said to me recently, "I know what I prefer to experience in church, but the church doesn't have to worry about me. I believe in Jesus already. They need to appeal to the people who don't believe!" A focus on preserving the organization, the institution, or the already convinced will slowly destroy the church. In business, that inside focus may be a chosen strategy. In the church, it's a sin. Jesus said to the church leaders of the day, "Woe to you, teachers of the law and Pharisees, you hypocrites! You give a tenth of your spices--mint, dill, and cumin. But you have neglected the more important matters of the law--justice, mercy and faithfulness. You should have practiced the latter without neglecting the former" (Matthew 23:23). Maintaining an inside emphasis while neglecting the mission is wrong, hypocritical, and deadly.

Third, a meaningless organization is never mourned. There may be some sentimental farewells to Mercury. We'll probably see photos of the last Mercury as it rolls off the assembly line in the fall. There will be a few people who buy one of the final autos for their car collections. But because losing Mercury is not a loss to many people, not many people will care. Is the church like Mercury? Eighty percent of the population in Texas does not consider faith important and does not attend church with any regularity. More churches are shrinking and closing than are opening and growing. More and more, the culture considers the church irrelevant, hypocritical, snooty, weird, and meaningless. Its decline is not being mourned.

Can we learn from Mercury? Will we become moved and compelled by the miraculous Gospel to lift it up as the light of life in a dying, darkened world? Will you, without shame and with great boldness, bring Jesus to the lost? Will we break the bonds of insider comfortableness and get outside the walls of the church to form relationships and take risks? Will you sacrifice your comfort levels so people of this generation can meet their Savior? Will we serve Christ in such a way that people crave the impact and influence of the church? Will you represent Jesus so clearly that people urge you to stick around--not to go because they need you?

It's happened before. The Samaritans from Sychar urged Jesus to stay with them after they heard what happened to the sinful woman at the well. Jesus hung around for two days. John 4:41 says that "because of his words many more become believers." God's mission plan is much better than Mercury's marketing plan. Which will you follow?

(Church Planting Series, Part thirty-seven)