Since learning of him a couple of years ago, I’ve respected and valued Brad Abare’s contributions to our field through the Center for Church Communications and Church Marketing Sucks. So I was real excited at the chance to hear him speak. Here’s my notes from his session on “Organization as Soul Provider”:

• The Church used to be people’s “soul provider.” But along the way, we (as churches) have lost our soul. We need to put ourselves back into that role.
• What does it mean (look like) to lose our soul? (1) Drift. We forget what really matters. (2) Fragmentation. Split up and focus on smaller matters. (3) Narcissism. We are all that matters. (4) Conflict. We can’t agree on what really matters.
• Our soul is directly tied to our desire to be known.
• Brad suggested four reasons why “organization as soul provider” is so important. (1) Globalization. (2) Options. (3) Branding. (4) Disruption.
• What it looks like to have a soul: (1) Loyalty. (2) Identification. (3) Trust. (4) Recognition.
• The first step in finding our soul is re-discovering our roots. Complete the blanks of the following exercise: “We are a __(role)__; serving __(who)__; doing __(what)__; to accomplish __(result)__.

Despite running short on time and needing to rush through the presentation, Brad did a great job introducing the concept of “organization as soul provider.” An idea I certainly hadn’t spent any energy, or gained perspective, on before.