“Kingdom” Marketing, Discipleship, and the Modern-Day Rich Young Ruler Problem

Confronting a reality in the realm of Kingdom entrepreneurship that aims to hinder an authentic move of God in the marketplace.

The revelation of the gospel of the Kingdom is increasing in the body of Christ; it is permeating the local church and the marketplace, aligning minds and hearts around the globe with Kingdom identity, purpose, and assignments. It’s an exciting time to be alive and to co-labor with Christ as Kingdom ambassadors and see individuals, families, cities, and industries transformed by His goodness!

The growing conversation and equipping on Kingdom business and entrepreneurship is vital for this powerful move of God in the marketplace, however, there is a sobering reality in the midst of it that shouldn’t be ignored. I wrote about this in my recent Open Letter to Kingdom Business Coaches, Consultants, Strategists, and Advisors, where I shared:

Social media feeds and email inboxes around the globe are bombarded by marketing and sales copy targeting aspiring and current Kingdom entrepreneurs in a way that cultivates a money-driven atmosphere filled with money-driven behaviors, all in the name of Jesus.

It’s online discipleship that begins in broadcast form and then develops further in online groups/communities, with six, seven, and eight-figure “Kingdom business blueprints” being exalted over relationship and alignment with God in business. It’s the kind of discipleship that is tragically creating a modern-day rich young ruler problem where business owners are trusting more in their wealth and material possessions (to “serve and impact the Kingdom” and show evidence of God’s favor) than trusting the actual King of the kingdom.

As a follow-up to that open letter, I want to elaborate on the modern-day rich young ruler issue we are witnessing due to money-driven marketing and sales tactics, as well as problematic modeling by some who position themselves as experts to help Kingdom entrepreneurs start and/or grow businesses. 

About The Rich Young Ruler 

We learn about the rich young ruler and his encounter with Jesus in Matthew 19:

Just then a man came up to Jesus and asked, “Teacher, what good thing must I do to get eternal life?”

“Why do you ask me about what is good?” Jesus replied. “There is only One who is good. If you want to enter life, keep the commandments.” 

“Which ones?” he inquired. Jesus replied, “‘You shall not murder, you shall not commit adultery, you shall not steal, you shall not give false testimony, honor your father and mother,’ and ‘love your neighbor as yourself.” 

“All these I have kept,” the young man said. “What do I still lack?” Jesus answered, “If you want to be perfect, go, sell your possessions and give to the poor, and you will have treasure in heaven. Then come, follow me.” 

When the young man heard this, he went away sad, because he had great wealth. Then Jesus said to his disciples, “Truly I tell you, it is hard for someone who is rich to enter the kingdom of heaven. Again I tell you, it is easier for a camel to go through the eye of a needle than for someone who is rich to enter the kingdom of God.” 

When the disciples heard this, they were greatly astonished and asked, “Who then can be saved?” Jesus looked at them and said, “With man this is impossible, but with God all things are possible.” (Source: Matthew 19:16-26, NIV)

The issue with the young man was not that he had great wealth and material possessions. 

The issue was that his wealth and material possessions had him. 

While he was seeking affirmation from Jesus concerning his righteousness, Jesus saw the condition of his mind and heart. The young man’s identity and worth were tied to his possessions, and ultimately he - either consciously or subconsciously - valued his resources more than he valued a relationship with the Source.

Earlier in Matthew 6:24, Jesus shared “No one can serve two masters. Either you will hate the one and love the other, or you will be devoted to the one and despise the other. You cannot serve both God and mammon.” When you study the origins of mammon, you discover that mammon doesn’t simply represent money, but represents the idolization of wealth and tangible possessions. The rich young ruler grieving as he walked away from Jesus is evidence that Mammon served as his master.

Marketing to the Kingdom Entrepreneur

Operating a business as a Kingdom entrepreneur means doing business differently - with the mindset of the King of kings, with the ways of the King of kings, and with the presence of the King of kings.  While businesses (including Kingdom businesses) exist to deliver value to consumers and create profits, the Kingdom entrepreneur is called to seek first the Kingdom of God and his righteousness rather than seek first the financial profits. 

The problem we are facing in marketing approaches in the area of Kingdom entrepreneurship is that it often does not look or sound any different than the world’s typical marketing approach, except it has a Kingdom sticker slapped on it. 

“Let me give you my secret step-by-step blueprint to generate a 7-figure Kingdom business in the next 12 months!”

“We will give you everything you need to monetize your tribe and create a 7-figure Kingdom business without all the hustle and grind!”

“Become a category king and dominate your niche with our proven Profit Accelerator Blueprint so you can quit your job and achieve more for God’s Kingdom!”

“Stop the struggle and make all the money you deserve in business when you join us at the Kingdom Domination Profit Bootcamp!”

The presence of the word “Kingdom” does not automatically create alignment with God’s way of being or doing things. How we talk about Kingdom entrepreneurship and how we serve aspiring and current entrepreneurs in the Kingdom matters. 

Marketing messages create atmospheres in minds and hearts which lead to actions, and far too often the bait being extended to attract business clients creates an atmosphere for Mammon to serve as master. 

Discipling the Kingdom Entrepreneur

It may seem strange to talk about discipleship when addressing Kingdom business coaches, consultants, strategists, and advisors because, after all, they’re simply coming alongside clients to help them start, grow, or scale their businesses...yes? Helping them fix their business-related problems so they can make more money...yes?

The answer is no, especially when the target audience is a Kingdom entrepreneur and the marketing messages specifically refer to Kingdom business or entrepreneurship.  The service of helping clients grow their business is in reality a disservice if it is not provided with a Kingdom lens and approach vs. a “seek first the profit” or profit-driven approach.

A customer journey is a path of direct and indirect interactions that an individual has with a brand, product, or service from the awareness stage to the post-purchase experience. It’s a form of discipleship with the service provider leading, guiding, instructing, and imparting every step along the way. 

When that customer journey is centered around the service provider as the source and financial profit as the sole outcome of focus, it produces a dual idol. If you are a Kingdom business coach, consultant, advisor, or strategist, you do not have control over what or who a client idolizes over God, but you do have a responsibility to steward the customer journey in a way that doesn’t encourage and/or enable destructive misalignment in the name of Kingdom wealth building.

In my next article, I will offer scripturally-based truths for prayerful consideration and action so we can confront this rising problem that aims to hinder an authentic move of God in the marketplace.  This is a time for repentance (a change of mind) and continuous mind renewal to conform to the character and ways of King Jesus. There is grace for and in the process, but it takes surrender and intentionality.