Creating lucrative markets in emerging economies is motivated by a desire to create value for your company. It is also motivated by the desire to create value for the people that reside inside those markets. To create dominate brands in the emerging world, values are critical. You have to have to have a desire to do good by doing good. This is why Evangelicals are a critical tool in creating these markets and brands.
Evangelical faith creates life skills that translate into professional skill sets that are irreplaceable in creating brands in emerging markets. There is two parts of Evangelical faith that is critical for the general population to understand. Evangelicals come to faith for salvation—but not just for salvation after death. Evangelicals come to faith to serve and have a higher purpose in life. The two are interwoven and they can’t be separated. This is critical in the development of emerging markets within the global economy—Evangelicals want to do good, and this good is to create large revenue streams for themselves, the companies they work for and the national people that they work with.
To understand this, the population must understand the theology of the Evangelical. Evangelicals closely follow the New Testament. Evangelicals feel that they are on earth to ADD to life, not TAKE. Evangelicals feel that the purpose of their salvation is to GIVE BACK— God saved them for a mission. Evangelicals feel they have a calling—a ministry. (Eph. 6:7, Col. 3:23). This service is not optional, something to schedule in—it is a key component of an Evangelical’s life. (Eph. 2:10). Evangelicals are driven by The Great Commission and not The Great Omission. This ministry, this calling, might to be to create a telecom service for Africa through social media sights.
Evangelicals believe in a “master plan”, that God is the master planner. It is a critical part of how Evangelicals view life. Evangelicals define their life in the following manner. They believe that God has a specific function for them. That God has a specific role for them to full-fill. Evangelicals feel they have a specific ministry or calling.
Evangelicals believe that this calling is to benefit others. Evangelicals see their life not just merely as a life, but as a calling. They believe that this calling should be pursued, passionately (Eph. 6:6 ), with all your “heart”.
Evangelicals see and define their lives and careers as a mission. That mission is to create great value for other people. In a global market context, this is not simple. It takes dedication and creativity, which is why many brands fail globally. Resources are limited in Third World markets. People who work in these positions must be diligent in creating value in Third World markets. This is why the mindset of Evangelicals will be critical in developing new markets, especially in Africa. Each evangelical believes that they have a mission that has to be full-filled. This is why the life skills of an Evangelical create great skill sets.
This article is written to non-Evangelicals. In many quarters evangelicals are portrayed in the wrong light. The drives of the Evangelical make them great teammates in creating value in complex global markets. These markets are critical to the success of the average Fortune 500 company. To succeed in these markets it requires passion and a sense of mission. This is why that I hope after reading this article the reader will embrace their Evangelical teammates and not feel ambivalent toward them. If the reader is in a position to hire for global assignments, it is my hope that the reader will appreciate the skill set that an Evangelical has. I firmly believe that Evangelicals are and will be a critical factor in the future development of emerging economies.