Slapping a new coat of paint on the same old conventions is not contextualization. We need to be sure we’re contextualizing for the context to which we’re called- the ones in which we find ourselves. It won’t do to make your church look like someone else’s. You can’t just steal somebody else’s sermon. You can’t pipe in a great speaker who doesn’t know your context. You must be an expert in the people to whom you minister.

If you don’t do the missionary work of contextualization, you still can grow your church. But it won’t belong to the culture in which it’s planted. In order to be discipled in the foreign system you set up, people will have to first be converted to your culture- the one you imported from Grapevine, Texas, or Minneapolis, Minnesota, or Seattle, Washington. Then, you’ll find yourself having to train people to interact with the culture from which you’ve extracted them.

Which is the point, really- contextualization should be worked into the essence of every expression of Christianity. It is the key to indigenous church, and it is the key to communicating the gospel in a way that connects with your audience.

So you should wear cool glasses. If you have hair, you should either spike it up or grow it out. If you can handle a neckbeard, that’d be good. Do your best to squeeze into skinny jeans. Find a keffiyeh, and wear it even when it’s 90 degrees out. Watch Lost and 30 Rock. Talk about when Grey’s Anatomy jumped the shark. Become a vegan, or at least a part-time vegetarian. Listen to hip-hop, indie bands, alt-country, and  Drink fair trade coffee-with organic soy milk, of course. You also need to ride a fixed-gear bike, smoke a cigars, drink microbrewed beer, and play hours of video games. Get a Mac, and talk about how long it’s been since you even tried using a PC. Oh, and an iPhone. You definitely need an iPhone.

Why? Contextualization, of course. But to which context?

My point is this: contextualization isn’t looking like the culture; it’s having lived in the culture. It’s how you think and communicate after putting yourself in someone else’s shoes for a while. Knowing the way it feels. Understanding how people treat you when you’re one of them. The experience is what makes you able to translate the gospel into a (sub)culture in a way that makes sense to the people who live there.

If you’re ministering to the homeless, you might try spending a night (or a month) on the street. If you’re in a community of Arabs, you should consider praying 5 times a day, seasoning your conversation with, “God willing,” and skipping the pulled-pork sandwich. Not to fool them into thinking you’re the same as them. You’re not. But until you’ve put yourself in their shoes, you really don’t have any idea what life it like for them- what’s important to them, what speaks to them, how they see you as an outsider.

Lugging around a camera doesn’t make you an artist, but it might help you understand one. Understanding one is key to communicating with him. Communicating with him is the key to sharing the gospel with him in a way that he can understand and respond to.

Coke doesn’t taste the same in every country, though. They adjust the flavor based on local tastes. In Europe, the cola is less sweet than its American counterpart. In Thailand, from what I understand, it’s much sweeter and less fizzy. The one thing that keeps the soft drink recognizable around the world is the familiar red label.

Well, mostly red. Years of market research and competition with Pepsi (and about a hundred others) had led the makers of Coke (I’m thinking these were committee decisions) to gradually change the packaging. The idea was probably to make the brand appear “hip” and “cool.” They added swooshes and swirls, bubbles, gradients, coupons, and sports logos. Soon, the can blended in with all the other soft drinks and energy drinks vying for the consumer’s attention.

Last summer, Coke got back to the basics. They reintroduced the familiar red can. Solid red with white lettering and the “dynamic ribbon” graphic they’ve used since 1969. The change finally made it to Western Europe last month. I recently read an interview of The Coca-Cola Company’s European President. When asked about the change, he replied, “We’re Coke. We’ve been around forever. We’re not fooling anyone with flashy graphics. We’re proud of our product, and the new (0ld) look represents that.”

Consumers raved over the return to the classic look. They are finding beauty in the simplicity, and the value in the recognition of the brand’s heritage.

Of course, there’s a lesson to be learned here. Whenever we talk about contextualization of Christianity, some people assume we mean dressing it up to look like the culture. We don’t. We mean giving people the essential ingredients of the faith, and allowing them to prayerfully determine the formula. The packaging doesn’t really matter so much.

But what we’re finding is that Christianity, like Coke, has been around a while. Not everyone is a fan, but most have had a taste if it. We’re not introducing the gospel, we’re reintroducing it. This means that there’s a long history to acknowledge. The challenge is to identify with our heritage in a way that allows us to overcome our failures.

Remember “New Coke?”