One of the concepts that I try to repeatedly emphasize with my students is that it is not enough for a business to have a great product concept or a unique marketing campaign; if an organization is going to last they must build a sustainable business. By definition a sustainable business is one that will be successful in the long run, usually because it contains an element that is difficult for competitors to replicate. It is relatively easy to come up with an idea that will capture’s people attention for a time; it is much harder to create an organization they will be loyal to for years to come.
If building a sustainable enterprise is difficult, it seems to be even more difficult for people to remain joyful for an extended period of time. As my dad used to say, you are either in a trial, coming out of a trial, or getting ready to go through one. Life is made of up challenges and difficulties, and while obstacles can be great for building character, they can take a toll on our enjoyment of what life provides.
The great news for the Christian is that we are not living for the benefits of this life. Instead, our goal is to use our time here on this Earth to make a difference for the sake of God’s Kingdom. Therefore, we do not need to look for satisfaction in the things of this world, because we have joy that is given to us from our Father above. Before He died, Jesus told His disciples that there would be a time that they would not see Him, but then they would see Him again, preparing them for the fact that He would die but then He would conquer the grave. As a result of His resurrection, they would experience a lasting joy that could not be taken away from them (John 16:22). The same is true for His followers today. His defeat of death means our hope is not in what the world can give us, but in what He has already accomplished on the cross. He not only provides “Inexpressible and glorious joy” (I Peter 1:8) to His kids, but He ensures that it will last, regardless of our life circumstances and regardless of the trials and difficulties that we face. We do not have to worry about it dissipating or going away, because the Giver and Sustainer of all good things is the One that provides it to us.
Businesses need to have a sustainable concept because they need to do what they can to make sure that a competitor can’t copy them. The sustained and guaranteed joy that only comes from God can’t be replicated by any lesser thing. May every one of His children drink deeply of the joy that He provides, and may we give Him thanks that no one can ever take it away.
