Studies show that fewer Americans than we thought attend church, and
\t\t Sweet, popular author (Soul Salsa) and
\t\t professor of evangelism at Drew Theological School in New Jersey, thinks that
\t\t the church should take cues from an institution that isn't suffering a lack of
\t\t customers: Starbucks. For all his hip cultural sensitivity, Sweet hasn't shed
\t\t one standby of church-growth books: the acronym. His is EPIC, which stands for
\t\t Experience, Participation, "Images that throb with meaning," and Connection.
\t\t Starbucks has mastered EPIC living, and the church can, too. The successful
\t\t coffee corporation recognizes that people are drawn in through visual icons,
\t\t and it beats competitors because its design sensibility is superior—indeed,
\t\t its imagery is shot through with "spiritual significance." The church should
\t\t take a hint and, instead of focusing solely on its written mission statements,
\t\t devote some energy to design. Starbucks understands that people hunger for
\t\t "authentic experience." Finally, just as people like to drink coffee together,
\t\t people seek community and connection in religious settings. Sweet's bottom
\t\t line? Christianity must move beyond rational, logical apologetics, and instead
\t\t find ways of showing people that it can offer "symbols and meaningful
\t\t engagement." This whimsical and insightful book offers a fresh approach to a
\t\t topic of perennial interest. (Apr. 17)
