Getting back to the lost art of making disciples

Publish. The word is defined as “to make public, or generally known; the activities, process or business models of a publisher.” As publishers, we are in the midst of the most significant and rapid change this industry has ever seen. Dr. Leonard Sweet calls it “moving from Gutenburg to Google.” We all know the process and business models are changing at a mind-numbing pace, but the goal remains the same: take the messenger’s message and make it public or generally known. Still, some days it’s easy to feel like this challenge is new and unprecedented. It is, but it’s not. Let me try and explain.

I love to ride my Harley through the mountains of Colorado. Recently I had the opportunity to visit the Harley Davidson museum in Milwaukee, Wis. I was curious to learn the history behind this truly American success story. While there I found these words etched in display glass next to the first motorcycle they built in 1903:

“The pace of change in the technological progress in the final decades of the 19th century was dizzying. Electricity was tamed, the gasoline engine, the radio, the telephone, and dozens of new devices were invented in quick succession. Life in Milwaukee was changing just as fast. Having made its name from processing the fruits of the land, milling grain, packing meats, and brewing beer, the city earned a new reputation for making iron and shaping it into machinery. By 1900 Milwaukee had so many shops, mills, and foundries that it took the nickname ‘Machine Shop of the World.’ Aspiring inventors Bill Harley and Arthur Davidson were working in Milwaukee machine shops, both dreaming of building a motorized bicycle. They were in the right place at the right time to realize their vision.”

Those last two lines about bowled me over. Bill Harley and Arthur Davidson found themselves in a time very similar to our own. But they held fast to their aspirations and dreams and discovered they were right where they needed to be to see those become reality. But they had to stay with it and not give in to fear.

I couldn’t get away from the parallels for Christian publishing. As Christian publishers, we find ourselves moving at this dizzying pace, oftentimes not knowing the next best step. We’re all having to learn new ways of doing things, but our aspirations and dreams are constant: to make the message known. So the challenge for all us—from CEOs to copyeditors to online marketing specialists to authors and speakers—is to believe that we’re also in the right place at the right time, and if we’re faithful, the vision will be realized.

In some ways, it’s not unlike the time when Jesus prepared to ascend back to the Father’s side. I bet the disciples thought the pace of those days was dizzying and everything was about to change. What did Jesus do? He told them not to be afraid and then He told them His dream, His aspiration: that they would go and make disciples. He left, but He promised to always be with them and that His Kingdom would be realized.

Here at David C Cook, the process of publishing has changed, and we are diligently embracing the changes and new opportunities to do our part to equip local churches on a global scale, for making and teaching disciples who obediently transform today’s generations. That’s our mission, our dream, and we believe we’re in the right place at the right time.

When I arrived at David C Cook over six years ago, I had a word in my head I could not shake. I believed it defined our organization’s reason for existence. Today, I’m more committed to that word than ever because I believe it is also the primary purpose of the church. That word is “DiscipleShaping.”

I have to tell you that word came from a long season of wrestling to clearly hear God’s voice. I had been journaling for some time and I clearly remember writing down the question: “How am I listening to God?” I was convinced that God was trying to speak to me on a single matter, one focused on how God would have me best serve the local church on a global scale. This wrestling began years before I came to David C Cook. I knew God was preparing me for a change, but it turned out it wasn’t the change I was looking for. Deep in my spirit, I heard “No, Cris, you’re not listening.”

I’ll never forget that Thursday evening at the Opryland Hotel, after many months of intentional work to reduce the clutter of other voices from books, magazines, TV and newspapers, and all the music that surrounded me in those days. I had walked back to my hotel room and in angry frustration called out to God: “What are you trying to tell me, God? How much longer must I wait?” As I was heading home the next day, I made a quick stop at the office and received a phone call, one still I refer to as a “blinding flash of the obvious.” In order to do what I knew God wanted me to do, I was going to have leave my current position and my hometown and take the helm of a 135-year-old organization known as David C Cook. And this is where I would receive instruction on the word—DiscipleShaping—as God’s agenda for David C Cook.

If asked to define that word, I’d say this: DiscipleShaping is “to equip the Church with Christ-centered resources for making and teaching today’s disciples who obediently transform today’s generations.” Essentially we are here to publish leadership and discipleship resources to the Church with a capital ‘C’ through the church with a small ‘c’ on a global scale. We are focused on God’s great dream, the Great Commission: DiscipleShaping!

Things have not been easy these six years. We’ve been through difficult days like many of our fellow publishers, and I’m sure we haven’t seen the last of them. But each day begins with a choice: fear or faith. If faith is the essence of things unseen, then this time in the history of publishing is tailor-made for faith. Rather than give in to the pressures and anxieties, we’re fixing our eyes on Christ and taking each new step one day at a time.

We’ve been privileged to partner with such godly communicators as Francis Chan, Leonard Sweet, Tullian Tchividjian, Britt Merrick, James MacDonald, Stasi Eldredge and Becky Harling. These and others are helping us help them as we all do our part to publish—to make the message known. And its not just any message, but the good news, the joy-filled truth that God so loved this world that He gave His one and only Son, that whoever believes in Him will never die but have everlasting life.

Is it a dizzying time? Sure. I’ve about decided it always has been. But the daily choice of faith over fear allows God the freedom to work through our efforts to bring transformation to a world desperately looking for a dream to believe in. And we have the distinct opportunity to present the message the world has always needed. It’s the right time and you’re in the right place. Don’t give up the good fight!

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