The May 12 entry in Rick Warren’s Ministry Toolbox is from “missiologist and trainer” Dr. Ed Stetzer, president of the Southern Baptist Lifeway Research. And the lines further blur:

Perhaps you’ve heard of an “elevator pitch.” It’s that thirty second summary you use when you’re trying to communicate something to someone before they step off the elevator. Whether it’s a sales pitch or a marriage proposal (yeah, true story), you want to let the listener know who will benefit from your proposal and why it will be successful…

So, don’t get too caught up in your elevator pitch. Don’t turn the methods and models of other churches into idols. And don’t develop a vision for a church without having a clear vision for the people to whom God is sending you. Healthy and practical ecclesiology (our view of church) is ultimately born out of a deep understanding of gospel, mission, and culture (people).

Perhaps Dr. Stetzer and Dr. Warren should take their own advice.