The Shared Message of Rick Warren and Donald Miller—and Its Implications for Faith-Oriented Marketing.
Rick Warren’s The Purpose-Driven Life famously opens with the line, “It’s not about you.” As we step into a new year, this profound declaration still sets the tone for a book that encourages readers to shift their focus from self-centered pursuits to God-centered living. Similarly, Donald Miller’s Building a Storybrand urges brands to abandon self-promotion and instead make their customers the heroes of their marketing story.
Though their books address different audiences and contexts, Warren and Miller share a transformative message: “It’s not about you.” For faith-oriented organizations, this shared philosophy is not only a spiritual truth but also a powerful marketing principle. Here’s what it means—and why it matters—for organizations seeking to connect with people in today’s culture.
1. A Call to Radical Selflessness
Both Warren and Miller challenge organizations and individuals to move away from self-absorption. Warren frames this shift as a spiritual awakening, calling believers to focus on God’s purposes rather than their personal desires. Miller echoes this by urging brands to serve their audiences’ needs rather than touting their own achievements.
For faith-oriented organizations, this principle demands a mindset shift. Marketing efforts must be less about showcasing the organization’s programs or theology and more about addressing the pain points, aspirations, and spiritual questions of the people they serve.
2. Understanding the Real Hero of the Story
Miller’s Storybrand framework positions the customer as the hero, while the organization takes the role of the guide. This aligns beautifully with the Christian ethos of servanthood. Just as Jesus served others and met them where they were, faith-oriented organizations are called to guide people toward a deeper relationship with God.
This means crafting marketing messages that focus less on the organization’s greatness and more on how it can help individuals overcome challenges, grow spiritually, and find purpose.
3. Connecting with Human Need
Warren’s message in The Purpose-Driven Life resonates because it addresses a universal human question: “Why am I here?” Faith-oriented organizations that recognize and respond to this deep-seated need for purpose are far more effective than those that focus on promoting their own agendas.
Miller takes this further by teaching organizations how to articulate the problem they solve for their audience. Whether the problem is spiritual emptiness, loneliness, or the need for community, marketing messages must clearly show how the organization provides a solution.
4. The Danger of Self-Focus
One of the biggest mistakes organizations make—whether secular or faith-oriented—is assuming people care about their mission simply because it exists. As Warren and Miller both remind us, people are inherently focused on their own needs and concerns.
Faith-oriented organizations often fall into the trap of communicating in a way that centers on their programs, history, or theology. While these elements are important, they should serve as supporting details, not the main story. The main story should be about the individual being reached and the transformative journey they can embark on.
5. The Role of Humility in Marketing
Warren’s call to humility—putting God first and self last—is mirrored in Miller’s marketing philosophy. Humility in marketing doesn’t mean downplaying your organization’s value; it means recognizing that your value is only meaningful in the context of serving others.
For faith-oriented organizations, this humility can be expressed by:
Highlighting the impact on individuals rather than the organization’s achievements.
Listening to the needs of the community and tailoring messages accordingly.
Focusing on outcomes that transform lives rather than outputs like attendance numbers or program offerings.
6. Empathy as a Bridge to Connection
Both Warren and Miller emphasize the importance of understanding and empathizing with the people you’re trying to reach. Warren encourages believers to meet people where they are, much like Jesus did, while Miller teaches brands to identify their customers’ struggles and aspirations.
Faith-oriented organizations can apply this by creating marketing messages that:
Speak directly to the struggles their audience faces.
Show understanding of their audience’s context and challenges.
Offer hope, purpose, and practical solutions rooted in faith.
7. A Mission Larger Than Yourself
At the heart of The Purpose-Driven Life is the idea that we are part of a larger story—God’s story. Similarly, Miller reminds organizations that their success lies in helping others achieve their goals, not in self-promotion.
Faith-oriented organizations should adopt this perspective by aligning their marketing with a greater mission. Every message should point back to God’s love, grace, and purpose for humanity, rather than merely promoting the organization itself.
What “It’s Not About You” Means for Faith-Oriented Marketing Today
In a world where people are inundated with messages and skepticism about institutions is high, faith-oriented organizations have a unique opportunity to stand out by embracing the selfless principles of Warren and Miller. By shifting focus from self-promotion to serving others, these organizations can:
Build trust and authenticity.
Foster deeper connections with their audience.
Reflect the heart of the Gospel in their communications.
“It’s not about you” is more than a mantra; it’s a transformative approach to faith and marketing. When faith-oriented organizations adopt this principle, they don’t just market better—they fulfill their mission more faithfully, drawing people closer to God in the process.
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