What if God wrote a mission statement for Business? That's the question that Jeff Van Duzer, dean of Seattle Pacific University (a Christian university started in 1891 by the Free Methodists), asks in his book Why Business Matters to God (And What Still Needs to be Fixed). The answer to his question is reflected in the "Business as Service" model.
Businesses exist not to maximize profits, but to serve people. Traditional
businesses serve customers and employees as a means to the ultimate ends of
maximizing profits. The Business as Service company sees generating profits as
a means to its ends, which is to serve its customers and its employees.
Jeff writes, “I would conclude that at this time in history,
there are two legitimate, first-order, intrinsic purpose of business: as
stewards of God’s creation, business leaders should manage their businesses (1)
to provide the community with goods and services that will enable it to flourish,
and (2) to provide opportunities for meaningful work that will allow employees
to express their God-given creativity.” [1]
Besides pursuing the twin goals of serving customers and
employees, the Business as Service companies should seek to do so within the
limits of sustainability. The decisions should be limited to the need to
operate in ways that “do no harm” to any of the business’s stakeholders,
including shareholders, employees, customers, suppliers, the environment, and
the community.[2]
The Business as Service model originates from the Creation
Mandate given to Adam and Eve by God in Genesis 1 and 2. Jeff Van Duzer breaks down the Creation Mandate into several
parts.[3]
1)
Human beings are called to steward God’s
creation.
2)
Human beings are made in the image of God and
thus created to be in relationship with God and with other people.
3)
Human beings are made in the image of God and
thus created to work like God did. “Adam and Eve were called to creatively
organize (name the animals) and manage these resources (take dominion), to
enhance the productivity of the Garden (be fruitful and multiply) in a
sustainable (guard creation) manner.”[4]
4)
Humans are made to live within limits. Though
made in the image of God, men and women are inherently limited and created to
live within boundaries.
5)
God delights in variety and created humans to
complement one another, as Eve was created different from Adam, yet
complementary.
6)
“God intended that men and would take the raw
materials that had been provided and, in partnership with God, help to grow and
construct the kingdom here on earth.”[5]
Humans are called to co-create with God, to cause the Earth to flourish and be
fruitful.
7)
Human beings are called to be fruitful and
multiply, to enjoy sexual-relations and produce offspring.
Businesses should see themselves as not the only institution to
attempt to fulfill God’s mandates given in Genesis 1 and 2, but a part of many
institutions each playing a unique, yet complementary role. Van Duzer writes
that certain institutions are better suited for certain tasks within the
Cultural Mandate. For example, the family is a better institution for the
bearing and raising of children (be fruitful and multiply). The church and
neighbourhood might be the best settings to nurture community. The government
may be in a better position to assume primary responsibility for guarding
creation.[6]
As businesses pursue its purposes of enabling creative work
(innovation) and producing community-flourishing products (productivity) in a
sustainable manner, it should be mindful of the fact that it was designed to
work in partnership with all other institutions in order that they might
collectively advance God’s kingdom on earth. Whenever possible, business managers
should operate their businesses that respect other institutional agendas and
wherever possible, look for opportunities for collaboration to advance the
common good.[7]
What do you think about the Business as Service model? Agree or disagree?
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