Tell us that story just to get us going here.

Sure.

The background of it is that idea that you can't beat a narrative with more of the same narrative.

If you have a certain way of doing things and you want to stop that, you can't do more of that to stop it.

So the example that I use is the Red Campaign, which was launched many, many years back on a Super Bowl Sunday.

And it was a big event on halftime.

You may remember that back in the day during halftime, you would have the big commercials and the expensive commercials will all be aired out during halftime.

Help us understand what you mean by that.

Yeah.

We see it in, all throughout scripture, Revelation 7, Acts chapter 2.

We see it over and over again where, Micah chapter 4, where the promise of the Kingdom of God is a diversity that is spoken of in scripture.

And so the church growth movement, one of the major problem was its reliance upon the homogenous unit principle, and then the churches that relied on that now knows that their, their demographic is dying off or shrinking, and so their churches are also dying off.

And maybe an illustration of this is during the era of church growth and megachurches, um, the kind of the boomer church era, one of the flagship churches was in California, and the church was, uh, Crystal Cathedral.

It was on television.

The pastor, Robert Schuller, was very famous.

Right.