We’re in a new era where people want less of your carefully scripted evangelism sales presentation and more personal demonstration of your genuineness, your authenticity. They want to see evidence that what you believe has legs – that it does something. They’re not impressed with suits and ties, with empty ceremony repeated over and over, and with people who talk big but don’t deliver on their promises. Rather, they’re drawn to untrained voices in music, torn jeans, passionate emotions, and real stories. Fail there, and you lose them. Show your heart and you win them.
(from Who Stole My Church?)