The question we’re asking
This week in Substack Seminary, we’re wrestling with a simple but uncomfortable question:
Who is my ideal client?
In many mainline church contexts, the instinct is to be inclusive and welcoming. That instinct is good. It reflects something essential about the Christian message.
But it often leads to a problem.
When inclusion becomes ambiguity
Too many churches try to be all things to all people.
And in doing so, they end up saying nothing clearly to anyone.
The message becomes a kind of religious-sounding gobbledygook—language that feels spiritual but doesn’t actually connect.
Not because the intention is wrong.
But because the audience is undefined.
How we were trained
This isn’t accidental.
Many of us were trained this way.
I remember in seminary being coached to strip prayers of anything that might be offensive or misunderstood.
You’ve heard those prayers:
“To all that is holy…”
“To the divine we pray…”
They’re technically inclusive.
But they’re also forgettable.
Because the goal wasn’t clarity.
It was avoidance.
What clarity actually requires
The goal is not to offend.
The goal is to know who you are speaking to.
Even in preaching, one of the most consistent pieces of guidance is this:
preach to a specific person—even if they’re imagined.
Because specificity creates resonance.
The same is true in ministry, communication, and leadership.
You have to be clear:
Who are you trying to reach?
Who will benefit from what you offer?
Who might not?
What are their struggles?
What are their desires?
Clarity about your audience is not exclusion. It’s effectiveness.
Why this matters now
In a time of institutional decline and limited capacity, churches can’t afford to be vague.
Trying to reach everyone usually means reaching no one.
But when you name your audience clearly, something shifts:
Your message sharpens.
Your energy focuses.
Your impact deepens.
Why this matters for Substack Seminary
This is the kind of work we’re doing in Substack Seminary.
Not just thinking about ministry in general—
but getting clear about who we’re called to serve.
Because calling without clarity leads to frustration.
But clarity creates traction.
If you’re trying to name who your work is actually for—and how to serve them well—this is the space to do that work.
Join us.
Do more than read along from the sidelines
Become a Substack Seminary paid subscriber to join the conversation.
Our rollicking weekly livestream (hosted by , with co-hosts , , and occasional Substack Seminary Participants), goes in depth on all things ‘Future of Church’ and ‘Cage Free Ministry’
We’re even starting a denomination.
Join live Thursdays at 3:30pm Eastern (we read comments in real time) and get the recording in your inbox on Friday.
Bring your own questions - and where your ministry is ‘stuck’.
If you’re already a paid subscriber, enjoy the Conversation archives…
Way back when I was doing my clinical pastoral work (CPE), I was in a group of chaplains in training where there were Christians (of many kinds), Muslims and Jews.
We had a welcoming retreat put on by the chaplaincy org, where they tried to create a 'generic' worship service that everyone could take part in.
We revolted!
There's nothing 'generic' about any of our beliefs - and none of us were offended that we basically held conflicting beliefs (in fact, we *were* offended that the organizers tried to smooth over our differences by creating... nothing).
So instead, each group organized its own worship, all happening at the same time. It was perfectly ok if a Christian wanted to join the Muslims in prayer - but it was Muslim prayer.
We had Jewish people at our Episcopal Morning Prayer service (one of them remembered MP fondly from her time at an Episcopal school!)
It was all very particular. and very meaningful.