And real salvation is in doing, thinking, having, giving, and being-not in sermonizing and theorizing. How and why a man works foretells what he will do, think, have, give, and be. Through business, properly conceived, managed, and conducted, the human race is finally to be redeemed. For in this fact lies, potentially, the salvation of the world. National opprobrium? National opportunity. Purinton’s 1921 article, “Big Ideas for Big Business,” from the magazine Independent similarly promoted business as "the salvation of the world."Īmong the nations of the earth today America stands for one idea: Business. Barton’s aggressive efforts to merge business and Christianity may seem comical in the late 20th century, but his exertions were sincerely felt by him and sincerely received by many Americans. Barton’s greatest fame, however, came from his 1925 best-selling book, The Man Nobody Knows, in which he crafted a new vision of Christ and Christianity that was not simply compatible with but organically connected to the business-oriented 1920s. The son of a Congregational minister, Barton co-founded one of the nation’s largest and best-known advertising agencies. An even more forceful publicist for the view that business and spirituality were compatible was Bruce Barton. With his famously laconic style, President Calvin Coolidge captured the spirit of the 1920s when he announced in a speech before the Society of American Newspaper Editors that “the chief business of the American people is business.” Coolidge’s aphorism revealed the centrality of commerce to the nation and its culture in the 1920s, even while it concealed some of the wrenching cultural changes that were required to accommodate a commercial civilization. the Salvation of the World”: Celebrating Big Business
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