Are You Aligned with the Mission of God in the Marketplace?

The Triple Bottom Line (also TBL or 3BL) coined in 1994


Marketplace leaders of faith, it’s time to align. Since returning to Ghana, after several years mainly in Canada, that is a word I’ve heard a lot in my re-orientation: align. “Let’s align, let’s align,” I hear this quite often! CEOs want to align with their boards, other C-level executives need to align with their various teams, sales and marketing must be congruent, and everyone needs to align with the company’s vision, mission and values. All well and good.

Let’s elevate this alignment conversation as I dedicate this particular blog to marketplace leaders who are Christ-followers. The Christ-following marketplace leader does not, and indeed cannot, have the same motives and bottom line as someone who isn’t a Christ-follower. This week, I had the opportunity to speak to a group of emerging leaders on “Man with a Vision on a Mission,” which was essentially about the purpose of life. Dr. Myles Munroe of blessed memory once put it so poignantly, “The greatest tragedy in life is not death, but a life without a purpose.” Purpose is when you know and understand what you were born to be and accomplish, what something was made for. Or as they say in the French city of Montreal my family and I have been domiciled in for over a decade, raison d’être (reason for being). I’ve also held discussions with some of the C-level executives in the Ghana Club 100 from mining to fintech about purpose. (Ghana has christened the top 100 companies as the Ghana Club 100, akin to the Fortune 500 in the United States). These premium companies have profit, for sure, but how about purpose?



We are in business for profit, that’s the bottomline—or so we thought until a couple of decades ago, the concept of ‘Triple Bottom Line’ arose (thank you John Elkington) as a result of people pursuing profit at the expense of human well-being and the sustainability of our earth. The bottomline has since been triadized as Profit, People, and the Planet. That’s the triple bottomline. All three come together for holistic prosperity and complete sustainability. 

Profit, is about acing financial performance, generating dollars for shareholders. By People we mean a focus on a business’s societal impact, or its commitment to human beings—within and without the company or organization. People are the other stakeholders beyond the shareholders (who are taken care of largely by profit). We mean people impacted by business decisions from customers and employees to community members. With all the talk about climate change and the like, companies are now tasked to also aim at making a positive impact on the Planet as they seek to capitalize on it to make profit.

Yet while all three are important to everyone in the market—of all faiths, little faith or no faith—I refer to the above treble as the temporal bottom line. There is a timeless triple bottom line, which is what I want to draw the attention of marketplace leaders of faith to.



I’ve realized that we need a reorientation of why we’re in the marketplace, and what our mission is, as Christ-followers. I often tell people that if they don’t have a personal purpose statement, they wouldn’t know which company to work with or for because they won’t know if they are aligned. Your values must be compatible with theirs. Similarly, if you are a Christ-follower, your mission in the marketplace must be aligned with God’s mission.

What exactly is God’s mission? That’s the timeless triple bottom line I refer to. God is on a three-fold mission in the world:

1. Towards Himself—to bring glory to Himself. God gets glory when we reflect His good nature in our being and doing. He desires, and deserves, to receive glory also from the obedience, service and worship of all nations and peoples in every sphere of life, from Archaeology to Zoology. Are your life, leadership and work God-glorifying?

2. Towards creation—to bring a blessing to all created things. God is on a mission to bless all of creation, not just people. People, first and foremost, but all of creation is a candidate for God’s blessing. While the blessing would include the temporal financial profit, people’s prosperity and the planet’s care (triple bottom line), the greatest of blessing is all creation being freed from the penalty, power and presence of sin to be God’s friend once more, to worship and serve Him and reflect His nature lost once-upon-an-Eden again. So, the second-fold mission of God in blessing creation comes through in the 3BL of business, but there is a redemptive element that I dare to say is the most important. I say this because that will outlast how long profit, this planet and this life will endure. Are your life, leadership and work creation-blessing?

3. Against evil—to vanquish evil and establish His Kingdom on earth. Yes, your mission as part of God’s grand mission is to pillage evil to establish God’s righteous, just, and equitable Kingdom on earth forever and ever, as it is in heaven. Are your life, leadership and work evil-crushing and Kingdom-establishing?




We see the above three-fold mission of God in the prayer Jesus taught his disciples:

1. Glory to Himself—“Our father in Heaven, Hallowed be your name… For yours is the kingdom, the power and the glory forever and ever, amen.”

2. Blessing to Creation—“Give us today our daily bread. And forgive us our debts (sins), as we also have forgiven our debtors.”

3. Against Evil—“Your kingdom come, your will be done on earth as it is in heaven… And lead us not into temptation, but deliver us from the evil one…”

Organizing prayer at work with like-minded, same-hearted folk of faith is good but being the answer to the prayer is even better—makes it complete.



Consider this! As a person, am I aligned with God’s mission? Is this what my life, leadership and work are all about: bringing God glory, blessing creation, defeating evil and establishing God’s kingdom? Is that what my company stands for? 

So being an effective agent of God in the marketplace is going for the timeless triple bottom line for God’s glory, for blessing people and the planet in general, but especially the blessing of redemption, and ultimately defeating evil to establish God’s kingdom on earth as it is in heaven, starting with your workplace. This is the tried-and-true-and-timeless triple bottom line. Is your work and leadership redemptive?

We must all align ourselves with God’s mission because to be with God on his mission is the greatest cause of all time for all people on Earth in any and every era. Oh, that it would be done in our marketplaces as it is in heaven!



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