People are busy these days. It’s hard to get our church folks to spend even 15 minutes a day reading the Bible. But consider this. If you watch a one-hour TV show, you’re spending at least 15 minutes viewing commercials.

That point was made by one of the participants at a Listening Campaign session hosted by American Bible Society and New York City Leadership Center on April 14 in New York City. There were about a dozen pastors and ministry leaders in attendance, swapping ideas about how to help people engage with Scripture.

I began to wonder if we could create a device that would replace TV commercials with Bible verses. The idea may be far-fetched, but that’s what happens when you listen. Someone else’s off-hand comment sparks a new enterprise for you. You see things from a different angle. You learn from the experience of others. (And there might be a tech whiz reading this right now who says, “Sure, I can create that Biblical Ad Overrider.”)

One fact became apparent in this session: People are different. When it comes to their interaction with Scripture, a “one-size-fits-all” approach won’t work. One pastor raved about the response he got from a daily Bible email blast. Another served an older congregation that still preferred material in print. Commuters were a major concern for yet another leader—can we provide ways for them to hear God’s Word in the car or on the train? Someone else cared for caregivers—can we provide Bible resources to empower and assist them? A children’s ministry expert wanted a study Bible for kids.

We all agreed that Bible reading bore great similarities to physical exercise. People just have to do it. It takes discipline. “But what are the triggers?” someone asked. What can we do to combat inertia, to motivate people to get off the coach and out to the gym—or to open a Bible and read? How can we help this become a habit?

A variety of media formats—print, audio, email, app, podcast, etc.—can meet people where they are, but they also need plans that work for them. One church used a one-year reading plan with great results, but that didn’t work for others. Several recommended chronological Bibles, in which the full story can unfold as a story. “People want help with practical issues,” said another leader. “You know, ‘Five Scriptures to Help You with . . . Whatever.’” One youth group was using the good old SOAP method—Scripture, Observation, Application and Prayer. It was generally agreed that Bible resources need to be “open and flexible,” allowing for the differences in people’s schedules.

This was the first of twenty Listening Sessions scheduled throughout the spring and summer in New York City. These are “focus groups” in a way, but they’re more than that. Yes, we want to hear how we can provide more effective Bible resources, but we also want to promote listening in general. We know that ministry is a team sport. When pastors and ministry leaders gather and discuss what they do and why they do it, everyone’s work is enhanced. Ideas from one church can take root in another. Experiences from one ministry can benefit some other enterprise across town. Those conversations can bear great fruit.

Perhaps you could take the initiative to bounce ideas around with some other church leaders in your vicinity. Listen. Adapt. Develop. You might find that the simple act of listening creates a spirit of teamwork that sweeps through your whole region. In New York, the Luis Palau Association is sponsoring a CityFest celebration in Central Park on July 11, pulling together churches and ministries throughout the area. Such grand events start with good listening.

So, in our first Listening Session, did we hatch ideas for any brilliant new products? Maybe. (The Biblical Ad Overrider is still on the drawing board.) But the prospect of dozens of New York churches energized by the sharing of new ideas—that’s brilliant enough.