Did that happen? Of course not. In retrospect, the idea that consumers would, simply by viewing this commercial, be transformed into an aggressive and unpaid sales force was preposterous. This ad may have sold a few bottles of shampoo to desperate young women who were willing to try anything to have hair like Farah Fawcett and Heather Locklear. But the brand didn't experience anything like the exponential growth in sales that this commercial envisions.
Ever since my college days, I have heard a similar idea promoted as the best, indeed the only truly effective, strategy for evangelizing the world with the gospel of Jesus Christ.
The idea is that we can carry out the Great Commission (Mt 28:18-20) only if we put aside addition and intentionally strive for multiplication. Rather than trying to convert large numbers of people to become nominal Christians, we need to focus our efforts on making a small number of zealous disciples who will make more disciples, who will make more disciples, and so on. These disciples that we make cannot be those typical, average, low-level churchgoers (a.k.a. "cultural Christians" or
"Sunday Christians") but an elite force of highly committed, well trained, well disciplined, self-replicating apostles. Then, in a few generations, "voila"! - the Great Commission has been fulfilled.
In his classic book The "Master Plan of Evangelism" (first printing in 1963), Robert E. Coleman makes a compelling case that this was the strategy envisioned by Jesus himself, his "master plan" for reaching the lost world. Over the course of Jesus' three-year ministry, the gospel accounts show Jesus paying increasing attention to the twelve apostles. Among them, he places special emphasis on three (Peter, James and John), and among these three he shows special love and care to one (Peter). Jesus didn't focus on a small number of apostles because he didn't care about the world. Rather, he did it precisely because he loved the whole world and he knew that the strategy of multiplication was the surest and most effective way to evangelize the planet.
Yes, it is true that Jesus focused his efforts on a small number of highly committed disciples, and it was they who bore witness of his resurrection to the world. But does this fact canonize multiplication as the definitive, divinely mandated method by which Christ's mission to the lost world will be accomplished?
A generation ago, many evangelicals would have said, "Yes." Giving top priority to raising highly committed Christians who were passionate about sharing the gospel was the hallmark of 20th century parachurch ministries. The Navigators, for example, developed and practiced elaborate discipleship programs whose main purpose was to create self-replicating disciples. Dr. Samuel Lee, the founder of UBF (who credited the Navigators as one of his spiritual influences), emphasized one-to-one Bible study for the purpose of raising Bible teachers who would in turn raise more Bible teachers.
Ministries based on this idea did at first meet with some success. But most experienced a dramatic slowdown in growth during the 1980's and 1990's, and within the last decade those efforts virtually ground to a halt. Many disciples were made, and here and there a few still are being made. But the results have not come anywhere close to the wildly optimistic predictions of a generation ago.
Why didn't the multiplication strategy pan out?
Here is one possible explanation: The present generation of Christians has lost its zeal. Ministry members became complacent, lazy, worldly, self-centered, and so on. If they just repent and recover the spirit of the ministry founders - their passion, dedication, boldness, and absolute obedience to Jesus' world-mission command - then the multiplication strategy will surely succeed.
Perhaps that explanation has some merit. But many evangelicals are coming to believe that the basic idea of multiplication is unrealistic. My wife and I have been working through an excellent book published by NavPress called "The Complete Book of Discipleship" (2006). The author, Bill Hull, is a pastor and writer who was discipled by Navigators and Athletes in Action. Hull used to promote the multiplication doctrine. But on pp. 27-28, he writes:
"As many writers and teachers have proclaimed, when all who become disciples make disciples through several spiritual generations, the result should not be reproduction (adding disciples one at a time) but multiplication (one disciple makes two, who make four, who make sixteen, and so on). I've heard sermons (in fact, I've preached a few) theorizing that if we just follow this multiplication plan, the entire world will be converted to Christianity in thirty years. That was more than thirty years ago."
"In spite of how logical it sounds, this plan runs aground repeatedly on the rocks of human frailty and ignorance of how people really change. We must admit that this mathematical formula has never worked in any broad way. It might have limited success in controlled environments, but it would be wrong to claim that multiplication has worked to the extent of reaching whole cities, cultures or generations."
There's nothing wrong with making disciples of Christ. In fact, Jesus commands us to do it. The key question is: What are these disciples supposed to be doing? Should they be singlemindedly devoted to making more disciples? Or should they be focused on something else?
In the Great Commission of Matthew 28:18-20, Jesus said: "All authority in heaven and on earth has been given to me. Therefore go and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, and "teaching them to obey everything I have commanded you."
A disciple must be taught to do everything that Jesus commands. And Jesus commands us to do a whole lot more than just making disciples. Hull notes (pp. 29-30) that the New Testament records 212 commands of Jesus. These commands can be summarized in three simple principles:
1. Love God with all your heart, mind, soul and strength.
2. Love your neighbor as yourself.
3. Love your enemies.
Faithfulness to the Great Commission requires a kind of discipleship whose primary goal is spiritual formation that produces the inner fruit of the Spirit manifested in loving relationships. When Christ and his love are present, the church sees growth that is natural and contagious. Hull writes (p. 28):
"The principle behind discipleship does involve one person influencing another, which does result in a change in heart and mind. The success of discipleship doesn't depend on soldiering forward in a mechanical strategy of reproduction and multiplication. And discipleship doesn't involve developing a well-trained, elite sales force. Rather discipleship occurs when a transformed person radiates Christ to those around her. It happens when people so experience God's love that they can do nothing other than affect those around them."
"The heart of being a disciple involves living in intimate union and daily contact with Christ. Discipleship - the effort both to be a disciple and to make other disciples - is about the immense value of God at work in one individual's life and the resulting impact on other lives."
In the next installment, I will describe some truly surprising, unexpected means by which the early church grew over the first three centuries. Stay tuned.
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