Christian industry businesses run by non Christians cannot succeed. I know that’s a bold statement, but after years of watching large conglomerates buying Christian music labels, publishing houses, retail stores and failing to make it work, I’m more convinced than ever that a non-believer cannot successfully lead a Christian businesses. Here’ s why. It’s all about the message. Unlike any other industry, the Christian message is key to product development. If you don’t understand, relate, and more importantly, believe in the message, nothing else matters. If the power of the message is not there, then you no longer have a compelling reason to sell your product and you are competing in the same crowded waters as everyone else. Your focus then, has to be on price, packaging and marketing–the product becomes a mere commodity. At this level your uniqueness is gone and you have to do your best to outsmart…