AMERICAN BIBLE SOCIETY

The Challenge

American Bible Society approached us about helping them identify a strategy to slow the erosion of Bible reading in America, and inspire people to reconsider the Bible as a trusted source of wisdom and direction for life. They set a 10-year goal of having 100 million people in the United States regularly engage Scripture.

While that’s an inspiring vision for an organization, what compels their target audience to participate? What motivates them to prioritize Bible reading in their busy lives?

The Solution

Working with ABS leadership, we changed the perspective. Instead of casting a vision for the organization, we developed a vision for the customer - one that inspires and compels.

With this new framework, we looked 10 years into the future and presented a world where everyone was actively committed to the two greatest commandments in the Bible - love God and love your neighbor. Honestly, who doesn’t desire a world like that?