I’m incredibly blessed that, like Paul expressed in Philippians 1, my daily work leads me to “thank God every time I remember you … in all my prayers for all of you, I always pray with joy because of your partnership in the Gospel …” It’s this very partnership and mission that drives everything we do at CBA, consumes my thoughts, and feeds my passion for the big projects on my agenda: supporting the launch of Christian Retail Only to reinvigorate our industry; refocusing the UNITE 2017 event to maximize every attendee’s and exhibitor’s productivity; facilitating international relationships and industry connections—just to name a few. The reason I’m so committed to these projects and our industry’s success has everything to do with Paul’s challenge in Galatians 6:10: “So then, as we have opportunity, let us do good to everyone, and especially to those who are of the household of faith” (ESV).

I’ve been thinking a lot about what this verse means to our industry. On the surface, it doesn’t appear to be revolutionary—but when unpacked, it actually means radical change for every Christian product publisher, author, artist, supplier, and retailer because of two little words and a target: “do good” and “the household of faith.”

In all our planning and strategizing, forecasting and positioning, where does doing good for our co-laborers in the Christian products field fit in?

Doing good for one another only happens when we intentionally make it a priority. If our focus is solely on promoting our own products and making our own profits, we may move the needle of “success” for a little while—but for how long and at what cost?

The only way to move our industry forward in any sort of sustainable economy is for us to move forward together—sometimes even putting the needs and interests of another area ahead of our own. How revolutionary would it be if we changed the meaning of “success” to that which benefits someone else within our household of faith?

We know the models we’ve used in the past to move Christian product into the world are rapidly changing. We also know that every area of our industry is struggling to find the new models that will work in our rapidly changing culture. We need a new way forward, a new way of thinking, a new measure of success—why not take Paul’s words to heart and ask, “what can I do to better connect product and consumers in places that care about both?” and then build our plans around what works best for each other?

Doing good to our household of faith would dramatically change the course of our industry—and show the world how Christians love and support one another in the advancement of a shared mission.

What would you do differently so someone else in the industry can thrive?