The staff meeting started like most others. Coffee in hand, laptops out, the church’s leadership team gathered around a long table. On paper, things looked good. Sunday attendance had ticked up. The church social media account showed steady engagement. The fall festival drew nearly 1000 people. “Business” looked good! The youth minister shared plans for giveaways and a new sermon series designed to “attract young families.” The Senior Pastor added, “Along with the sermon series, maybe we should do another big giveaway like we did last year. Maybe a kayak this time to attract more men to the church.”
Kathy, the church secretary, shifted in her seat. When it was her turn, she spoke gently. “I know we want to grow. But should we be doing all this? It feels like we’re operating a business instead of a church. We spend more time planning promotions than we spend with congregants. We give away gift cards, but we don’t even know who’s missing from the pews.”
The room fell quiet for a moment. Then the pastor smiled. “That’s fair,” he said. “But the church does have business aspects. We’re trying to reach people. And to do that, we need to think strategically.” No one challenged him. The meeting moved on.
Kathy’s question should haunt more churches than it does. When did we trade the language of shepherds for the language of Fortune 500 executives? Above all, when did the focus shift from feeding the flock to drawing a crowd? Churches never intend to lose their way but over time, subtle compromises add up. A little marketing here, a little delegation there—and soon, the church feels more like a brand than a community. It’s time to pause, look around, and ask: are we doing ministry the way Jesus taught us?
The Bible’s vision for shepherding
The Bible paints a different picture. Pastors are not promoters or executives. They are shepherds. Peter urged elders to shepherd the flock of God, exercising oversight willingly, not for selfish gain (1 Pet. 5:2).
A biblical shepherd teaches sound doctrine (1 Tim. 3:2; Titus 1:9). Beyond teaching, such leaders equip believers for ministry (Eph. 4:11–12). Protecting the flock involves guarding against error (Acts 20:28–30). When necessary, they also call out sin and rebuke those who stray (Titus 1:13).
Most of all, a shepherd feeds the sheep. That means teaching the Word of God with clarity and conviction. Not just skimming the surface. Not just offering tips for better living. Sound doctrine nourishes the soul. In short, a pastor who gives his people cotton candy sermons should not express surprise when they grow weak.
The rise of Church-as-a-Brand
Instead of digging into the meat of Scripture, many pastors settle for surface-level motivation. They speak in slogans and soundbites focusing on what draws a crowd instead of what builds a church. They have replaced the steady voice of the shepherd with the hype of a business salesman or motivational speaker.
This shift is not just theological. It’s practical and visible. Churches now sell their logos on hats, mugs, and shirts, to get free advertising. They hand out gift cards, firearms, kayaks, and candy to draw a crowd. They turn holidays into marketing opportunities.
Some spend thousands on seasonal events with no gospel presence and almost no lasting fruit. People come for the event and never return. Additionally, church volunteers are physically and mentally exhausted from the never-ending activities. The church throws a party, but disciples no one. Leadership celebrates big event attendance numbers, but the congregation remains spiritually malnourished.
When the Church becomes a product, the people become consumers.
Marketing does not make disciples. Events do not grow churches. God’s Word does. Real growth comes from deep teaching and faithful shepherding. It does not come from giveaways and gimmicks.
In John 6, Jesus rebuked the crowds who followed Him only because they “ate the loaves and were filled” (John 6:26). He did not praise them for returning. He called out their shallow motives. The modern church too often praises the numbers while ignoring the reasons people come. Therefore, when we reward carnal interest, we train people to pursue the wrong things.
Neglecting the flock
Consequently, when pastors chase visibility they often fail to notice who’s missing. People can be gone for weeks or months without a single phone call. Some leave entirely, and the pastor finds out through the grapevine. Ask him, and he might say, “I can’t keep up with that many people.”
He may point to small group leaders as the ones responsible for care. Delegation is biblical. Abdication is not. Paul told the Ephesian elders to pay careful attention to themselves and to the flock (Acts 20:28). Peter said shepherds must exercise oversight (1 Pet. 5:2).
That means knowing the sheep. Watching over them. Being present in their lives. Pastors who don’t know their people cannot possibly shepherd them well. Even worse, faithful members can sit under a pastor’s preaching for years, give sacrificially, and serve consistently—and still remain strangers to him. Unfortunately, that is not oversight – that is neglect.
Misplaced ambition and forgotten callings
Some pastors don’t want to shepherd. Some pastors want to climb the ecclesiastical ladder rather than shepherd their flock. Instead of seeing their congregation as a calling, these leaders view their current church as merely a stepping stone to a larger one. Growth metrics and social media reach become their focal point, replacing genuine pastoral care. Dreams of conference speaking invitations and book deals often cloud their vision. Ultimately, their aim becomes influence and recognition rather than faithful service.
This mindset mirrors the corporate world, not the kingdom of God. Jesus called His followers to deny themselves, take up their cross, and follow Him (Matt. 16:24). Paul described ministry as pouring oneself out like a drink offering (2 Tim. 4:6). A biblical pastor does not seek fame. He lays down his life for the sheep (John 10:11).
Getting away from business and back to biblical shepherding
Pastors must remember what God has called them to do. They must teach sound doctrine (Titus 1:9). Rebuking falsehood and sin (2 Tim. 4:2) is another crucial responsibility. Additionally, equipping the saints for ministry (Eph. 4:12) falls under their purview. Finally, caring for the souls under their oversight (Heb. 13:17) completes their sacred duty.
When the Church becomes a product, the people become consumers. No amount of branding can replace faithful shepherding. Sound teaching cannot be substituted by any strategy, no matter how clever. Churches need fewer influencers and more overseers. They need pastors who know the flock, feed the flock, and protect the flock.
Any church leader who treats any aspect of the church like a business—whether in thinking or action—has misunderstood its very nature. That mindset is not a minor flaw; it may be a disqualifying one. Christ did not entrust His bride to business managers. He entrusted her to shepherds. If a man cannot grasp that, he should not be leading God’s people.