There’s something to be said about knowing your culture and context. Whether you’re in marketing, sales, public speaking, an author, a song writer, or even a pastor we need to know the culture and context into which we’re speaking.
For some these two words might seem the same but I see them as two sides of the same coin. Both are needed and both are important. Culture is who we are. It’s the systems and ideals with which we’ve been raised and that define our character and personhood. Context on the other hand is the lens through which everything we see is filtered. Our culture is more consistent than our context.
My family of origin and my current household structure are not likely to change a whole lot through the years (aside from the age of my children). But my context is all the other stuff like my neighborhood, financial status, job title, and all those things that can and often do change frequently.
If we don’t understand the culture and context of our audience, we’ll never speak in a way that they hear much less understand. I’m going to take this conversation to my context. I’m a pastor so this applies to me in a very specific way. I need to know how to contextualize the message I preach.
Now some out there will get all bent out of shape by hearing me say something about contextualizing the gospel. They likely think I’m talking about changing the gospel to meet the scenarios of the people around me. But they couldn’t be more wrong. As a matter of fact I don’t change the message, or in your case the product you sell. We do however need to change the way we communicate the value of that product or message.
Take my role again as an example. I need to be able to speak in a contextually applicable way. That is not making the gospel fit into the lives of my hearers by any means. The idea of contextualization of the gospel is about helping my hearers find the end of their current, and future, story in the gospel of Jesus. It’s about helping people see how their lives already are impacted by the message of the Bible.
If you’re in sales or marketing it’s the same thing. You’re not forcing your ideals, product or message onto someone else. Your goal is to help them see themselves and their problems being cared for by the message or product you provide. When I was in car sales I did this all the time. Someone would come with a problem. My car has a problem, doesn’t run, is old, needs replaced.
I didn’t have to convince them to buy the car. I just had to show them how the car I had on the lot actually was the answer to the problem they presented to me in the first place.
As pastors we tend to get stuck in a rut of Jesus loves me this I know, blah…blah…blah. Yes that message is really important and it’s very true! But it’s only part of the story. If we don’t contextualize the message in a culturally relevant way, then people aren’t going to be able to hear the message much less be impacted by it.
Take time to understand the culture around you and the context into which your message or product will be presented. You’ll be far more effective when you do.
