When you run a business, the name of that business is…..well, big business! Branding experts tell us we want crisp and cool. Something with a little razzle dazzle. Something that positions our product or service in a way that people will remember.
But in West Africa, they take a different approach. Traveling through Ghana, the roads are lined with wooden stalls selling everything from fruit to phone cards to photocopies. Most of these so called shops are between three and six feet wide—that's it! And most all of them are clearly marked with a business name hand painted on a tired gray board.
Some of the business names were humorous. Among them:
- The “No Comment Hair Cut” shop.
- The “No Weapon Food Joint”
- Another restaurant alternative, the “Don't Mind Your Wife Chop Bar.”
But more than the occasional humorous names, I was struck by the strong references to Jesus and the biblical faith that I saw everywhere.
For example, every taxi had a name. Such as….
- God is One
- The Lord is My Shepherd
- To God be the Glory
- Jesus Family
- Fear Not—given my impression that there is plenty to be afraid of in Ghana traffic, I found that name somewhat assuring.
Then there's the cab titled, “By Grace.” Imagine being asked, “How did you get here?” You simply answer, “I've come this far…by grace.”
In our travels, we drove by…
- God First Upholstery Works
- The Blood of Jesus Christ tile store
- God Will Do—Welding and Fabrication Shop
- Christ Must Increase Restaurant
- Jesus is Lord Quality Frozen Foods
- Ask God Electricals
- King of the Universe—Dealers in Hardware
At first, I found all those signs mildly humorous. Then they struck me as quaint. The more of them we saw, the more I became impressed with these shop keepers.
Would I be so bold as to put the name of Jesus before the name of my business? Would I have the courage to put God first—not just in my dealing—but in the very sign that defines my occupation?
I now admire these people. Their work ethic, their hope to achieve something more for their families in a tough economy. But mostly, I admire the way they are unashamed to name the name of Jesus, who himself said, “Whoever acknowledges me before men, him will I acknowledge before my Father.”
If I ever do go into business, I hope I'll take a lesson from my friends in Ghana—and let JESUS get top billing.