Joshua Harris Talks About Faith Deconstruction and How To Clarify Your Message, Ep #30

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Episode 30

With Benjamin Johnson & Joshua Harris

Deconstruction is an altogether popular and controversial buzzword found in church spaces lately. Even though many find the process helpful on a personal level, it can be scary to go through when you still work for organizations that make it feel as though believing the same thing spiritually is a loose requirement. On this episode, Ben interviews former pastor Joshua Harris about his deconstruction journey, the art of questioning faith while working with faith-based organizations, and how to clarify your message. 

You will want to hear this episode if you are interested in...

  • Joshua Harris’ journey from pastor to marketer [2:45]

  • Reflecting on the evangelical cultural dominance of the 1990’s [6:25]

  • Deconstructing faith while remaining in faith spaces [10:15]

  • Going beyond the commonality of faith in fundraising [15:36]

  • Examining the generational technology divide [20:37]

  • The importance of clarity in messaging [25:56]


Understanding faith deconstruction

Deconstruction has become a big, scary word in evangelical church circles over the last year. And while the classical definition of the term is understanding the relationship between text and meaning, many Christians equate deconstruction to losing one’s faith. However, at its core, deconstruction is all about examining the belief system you’ve been taught and determining whether or not you actually believe it or if it still serves you and those around you. It doesn’t necessarily mean that you lose or change your faith, but rather it means taking ownership of your beliefs because you believe them and not because someone else told you to. Often, deconstruction creates the ability for people to have nuanced perspectives and interact with the world around them more openly and inclusively. Joshua Harris is a great example of why this can be helpful. He realized that a Christian dating and relationship book he wrote at the age of twenty-one helped birth modern “purity culture” and actively harmed others. Though people have been deconstructing the now unpublished “I Kissed Dating Goodbye” for quite some time, his willingness to do the same and own up to that harm has been a healing catalyst for many. 

Building a bridge

Faith-based charities often get stuck in the mindset that their donations also need to be “faith-based”. However, connecting with donors on a “human-level” is a big key to success. Organizations should be able to communicate with anyone about their cause, regardless of what their audience believes. Even if faith is involved in the messaging, it should be done in a way that inspires empathy and generosity, not division. That’s one of the things Joshua Harris values most about his journey from evangelical pastor to marketer and brand manager. Deconstruction has allowed Harris to become a more open person, ask questions, and relate to others with different beliefs and backgrounds. Charities should strive to do the same by building bridges that allow everyone the opportunity to be generous and make the world a better place.

Prioritize clarity over volume

Clarifying your brand message should be the first step on the road to success for any organization. That’s where Joshua Harris comes in. His marketing firm Clear and Loud helps brands develop a crystal clear message to reach their target audience. The name may seem like a typo, but it’s an intentional reminder that clarity should be prioritized over volume. “Are you that annoying person at a cocktail party just talking about themselves? Or are you able to key into the journey and the story of your customer?” Harris quips illustrating what a lack of clarity feels like in brand messaging. A big part of that clarity comes from identifying your target audience, how they want to be communicated with, and how that fits into an overall business strategy. Once those elements are in place, organizations can crank up the volume to reach as many people as possible.

Resources & People Mentioned

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