Joel Osteen, Paula White, T. D. Jakes, Rick Warren, and Brian McLaren pastor some the largest churches in the United States, lead vast spiritual networks, write best-selling books, and are among the most influential preachers in American Protestantism today. Spurred by the phenomenal appeal of these religious innovators, this book investigates how they operate and how their style of religious expression fits into America's cultural landscape. Drawing from the theory of religious economy, the book offers new perspectives on evangelical leadership and key insights into why some religious movemen ... More

Joel Osteen, Paula White, T. D. Jakes, Rick Warren, and Brian McLaren pastor some the largest churches in the United States, lead vast spiritual networks, write best-selling books, and are among the most influential preachers in American Protestantism today. Spurred by the phenomenal appeal of these religious innovators, this book investigates how they operate and how their style of religious expression fits into America's cultural landscape. Drawing from the theory of religious economy, the book offers new perspectives on evangelical leadership and key insights into why some religious movements thrive while others decline. The book provides a useful overview of contemporary evangelicalism while emphasizing the importance of “supply-side thinking” in understanding shifts in American religion. It reveals how the Christian world hosts a culture of celebrity very similar to the secular realm, particularly in terms of marketing, branding, and publicity. The book reaffirms that religion is always in conversation with the larger society in which it is embedded, and that it is imperative to understand how those religious suppliers who are able to change with the times will outlast those who are not.