Churches which preserve their cognitive identity and distinction from the culture will flourish: those who lose them in the interests of seeking success will disappear.
In our churches we may have made a deal with postmodern consumers but the hard reality is that Christianity cannot be bought. Purchase, in the world of consumption, leads to ownership but in the Church this cannot happen. It is never God who is owned. It is we who are owned in Christ. Christianity is not up for sale. Its price has already been fixed and that price is the complete and ongoing surrender to Christ of those who embrace him by faith. It can only be had on his own terms. It can only be had as a whole. It refuses to offer only selections of its teachings. Furthermore, the Church is not its retailing outlet. Its preachers are not its peddlers and those who are Christian are not its consumers. It cannot legitimately be had as a bargain though the marketplace is full of bargain hunters.
For we are not, like so many, peddlers of God’s Word…” II Cor 2:17
No, let us think instead of the Church as its voice of proclamation, not its sales agent, its practitioner, not its marketing firm. And in that proclamation there is inevitable cultural confrontation. More precisely, there is the confrontation between Christ, in and through the biblical Word, and the rebellion of the human heart. This is confrontation of those whose face is that of a particular culture but whose heart is that of the fallen world. We cannot forget that.
David F. Wells, Above All Earthly Power’s: Christ in a Postmodern World, pg. 308-309