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What inspired the Belief Journey for me? A model I saw at Bible college.

Updated: Aug 19, 2020

In Beliefonomics I talk in depth about The Belief Journey for brands, and how organisations can map a direct correlation between customers' beliefs and market impact. Below is a brief excerpt from the book where I share some of the inspiration behind storytelling model that's impacting leaders of organisations all over the world.


"Back in the mid 2000s when I was studying theology, I came across what’s called the Engel Scale. It was the first time I consciously realised that we’re all on belief journeys of different kinds – not just in our spiritual or faith lives, but all aspects of life. Developed by James F. Engel in 1975, the Engel Scale maps out some 13 different stages people progress through on a journey from no knowledge of God to becoming a well-informed, knowledgeable Christian believer.

To summarise, the stages include moving from an awareness of a supreme being, to initial awareness of God and the Gospel, a growing interest and understanding the implications, developing a positive attitude, making a decision to act, then experiencing what’s often called a conversion. On the flip side of conversion, people evaluate their decision, attend church and change behaviours to alight with new convictions, then go on to share their story with other people.

The model applies equally well to other religions, politics or health and lifestyle choices. Consider a simplistic version of a vegan’s journey, for example. A happy meat eater has no awareness of the idea you can survive without meat. A series of stories, personal encounters and situations moves this person from awareness to conviction, a conversion experience (perhaps a chosen date from when meat would no longer be eaten), reviewing the decision, ongoing behaviour change and ultimately a mature belief system.

Likewise, in business it’s easy to see how this model applies:

  • At first, you have no awareness of a brand or organisation.

  • That awareness and interest grows to the point where you develop an opinion, consider your options and perhaps trial one of the offerings.

  • If it’s a positive experience or compelling offer, the decision is made the transaction is done.

  • You may even become an advocate and recommend it to others.

Of course, this journey is also known as the marketing funnel – but what strikes me as different here is interrogating the belief systems that underpin our journey and decision-making.


BOOK EXCERPT from "Beliefonomics: Realise the True Value of Your Brand Story” by Mark Jones (2020), Chapter 9. Buy a copy here.

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