I had breakfast at McDonalds this morning (I know, I know.) The drive-thru lane was too long and no one was inside so I gave the counter a try. One sausage/egg burrito with hot sauce and a cup of water for $1.25…I’ve done worse on more. Plus they have wifi. Score!
I sat down to enjoy my cornucopia horn of plenty and abundance when I noticed an employee scampering around the store. He clearly did not belong behind the counter. Maybe in his late 50s, immaculate dresser, pressed slacks, tie, purple socks (liked him already), and very cool wire rim glasses.
He never stopped moving while giving whispered advice and counsel to each employee. He had a commanding presence while always flashing a sincere smile when he talked to each of them.
I noticed him wet a napkin and wipe off the back of a cashier’s monitor. I noticed a customer ask for a missing straw for a juice box and the man gave him a straw plus an extra juice box for his trouble. He looked the customer in the eye and asked what else he could do and how he hoped he had a nice day.
He finally sat down at his laptop near me and began furiously typing. I was guessing he was either the owner or a regional executive with McDonalds. My curiosity got the best of me so I walked up to introduce myself. His name was Brad.
I was close but he works for the couple that owns the store. They own 25 McDonald franchises. Brad has worked for McDonalds his entire life. It’s the only job he has ever had. He started behind the counter when he was in high school 40 years ago. He now visits stores all day and does customer service quality control.
We talked for a while. He acknowledged that McDonalds is going through a season of change. They lost control of their branding and they stopped listening. Brad is all about branding and listening. You could see it in his eyes. He was proud of the brand and sad that it had lost some its luster. He was willing to listen to anyone about how their experience could be better while in his store. He told me “if you don’t control your own brand messaging others will do it for you.” Wise words. He told me “if you don’t listen to the people you care about most they will stop talking to you.” More wisdom.
Then he asked what I do. His face distorted for a moment. But then I explained how we are in the same business. His brow furrowed and he tilted his head. I told him that while the McDonalds brand that he is most passionate about started 60 years ago….the brand I am most passionate about has a bit longer history. And yet our observances are the same. Or should be.
Perhaps just maybe Christianity has lost its brand messaging and has stopped listening too. Christianity has allowed others to define Christianity. And since Christians so rarely listen and answer those we are called to care most about they have stopped asking us questions.
Brad smiled. Agreed. We shook hands and parted ways.
I checked on Amazon this morning. There are 2,969,621 results for “Christian books.” Between books, tv programs, radio programs, sermon pod casts, and blogs (yep) we have no shortage of external resources to tell us what to think. But what is our own personal theology. How do we describe our brand rather than letting others describe it for us.
We are each theologians. The word theology is a comprised of the words Theos (God) and logos (word). Theology is a personal study of the word of God.
Your theology should help you divide orthodoxy from heresy. Your theology should help you explore your faith while pleasing God by glorifying Him. It should examine teaching and assign importance. Your theology should connect the seemingly irreconcilable truths of God and relate them to culture. And that last point…”connecting truth” should involve compassionate listening so we can even understand the culture.
Brad, thank you for your time today. Thank you for letting me watch your passion for your brand. Thank you for listening to me. I pray today that someone will see my passion for Christ. I pray I will look for ways to engage culture. I pray that I will be able to clearly communicate my theology. I pray I will take the time to listen when I do. Amen.
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