Building Scaffolding: A Strategic Guide for Reformed Publishers

This article synthesizes marketing and strategy principles applied to the specific challenges of Christian publishing. The main ideas come from Seth Godin’s This Is Strategy and This Is Marketing, particularly his framework for scaffolding—the cultural and organizational support systems that enable people to adopt new ideas and practices.

Godin’s insight that change requires building infrastructure, not just sharing information, proved remarkably applicable to how Christian publishers can help people embrace Reformed theology.

The “crossing the chasm” framework comes from Geoffrey Moore’s influential work Crossing the Chasm, which Godin references and builds upon. Moore’s analysis of the gap between early adopters and mainstream markets illuminated why many Reformed publishing efforts plateau after initial success and never achieve broader impact.

By combining Godin’s scaffolding principles with Moore’s chasm-crossing strategies, this article offers a comprehensive roadmap for publishers who want to build sustainable movements rather than just sell books.

The principles in this article draw from Seth Godin’s work on systems change and marketing strategy, applied specifically to Christian publishing.

Introduction: Beyond the Book

You have started a Christian Publisher! Congratulations! You probably started publishing because many books you love in English are not available in your language and you want to share them with the Church. You might think your job is simple: publish excellent Reformed books and people will buy them. But that approach misunderstands how change in a society actually happens.

Your main task isn’t just selling books. It’s building scaffolding—the cultural and organizational support system that helps people adopt a new theological framework. You’re not just pointing people to the summit of Reformed theology; you’re constructing the entire mountain path that makes the climb possible.

This article draws on principles from Seth Godin’s work on systems change to offer a strategic framework for Christian publishers who want to help people embrace Reformed theology.

The Core Principle: Scaffolding is one of Your Most Important Product

Scaffolding refers to the support structures that help people move from where they are to where they want to go.

For Reformed publishers, this means recognizing that most people can’t simply jump from the generic evangelicalism that they learned in Sunday school to embracing the 5 points of Calvinism and the doctrines of grace by reading one book. They need a structured journey with support at every stage.

The scaffolding itself—the reading guides, discussion groups, progressive book series, online communities—becomes as important as the theological content. You’re not just publishing information; you’re creating conditions for transformation.

Understanding Your Audience: Three Distinct Groups

One of the most common mistakes new publishers make is trying to reach everyone at once. But not everyone approaches new ideas the same way. Your audience roughly divides into three categories, each one requiring different treatment:

1. The Innovators (5-10% of potential audience)

These are people already hungry for Reformed theology. They’re dissatisfied with shallow teaching and actively seeking deeper biblical understanding. They’ll read dense systematic theologies, they love the puritans, and they know the difference between particular baptist and paedo baptist federalism…they already drank the kool-aid.

What they need from you:

Rigorous, substantive content without apology
Access to primary sources and academic works
Challenging material meets them where they are
Freedom to explore and research doctrines independently

What they don’t need:

Hand-holding or oversimplification
Excessive community support
Marketing that dumbs things down

Your role: Give them the tools and get out of their way. They’ll do their own “soldering”figuring things out through personal study and wrestling with the material.

Strategic note: Innovators are critical for the launch of your publishing ministry. You can begin serving this group even before officially starting your publishing work. They provide early credibility, write thoughtful reviews, and become advocates. Don’t compromise theological depth trying to appeal beyond this group initially.

Language consideration: If you’re publishing for a non-English speaking market, innovators often have English reading capability. This means you can potentially serve this group initially by distributing existing English Reformed content while you invest in translating materials for early adopters and the masses. This allows you to:

Serve innovators immediately without waiting for translations
Test market interest and identify which content resonates
Build credibility and gather feedback before investing in translation
Focus translation resources on materials for early adopters who need accessible content in their native language
Use innovators as translation consultants and theological reviewers

2. The Early Adopters (15-20% of potential audience)

These people are curious and willing to explore Reformed theology, but they don’t want to feel alone in the journey. They’re happy to make the journey if they have good company and guidance along the way.

What they need from you:

Clear, accessible entry points into Reformed theology
Community with others on the same journey
Expert guides who can explain difficult concepts
Pathways that build competence gradually
Quick wins that allow them to apply truths to life and ministry that demonstrate the value of Reformed theology

What they don’t need:

To be left entirely on their own
Dense academic prose without translation or simplification
However, we must do this without condescension or oversimplification

Your role: This is where scaffolding matters most. Build the support structures that help early adopters increase their competence and confidence in their newly-held convictions. Help them experience benefits quickly so they become advocates who bring others along.

Strategic note: Early adopters are your growth engine. When properly supported, they naturally share what they’re learning with friends, family, and their church community. Invest heavily in serving this group well.

3. The Masses (70-80% of potential audience)

Most people will only embrace Reformed theology once it’s already established, convenient, and socially normalized. They need maximum ease, proven benefits, and reassurance that this isn’t weird or fringe. Most publishers rarely cross the Chasm to reach the masses. Most Christian publishers never actually reach the masses with their books.

What they need from you:

Short, practical, mobile-friendly content (such as small booklets or blogs)
Social proof that respected people hold these views
Minimal barrier to entry
Clear, immediate benefits
Integration with their existing routines

What they don’t need:

Geeky historical theology
Discussions of obscure doctrines
Deep theological arguments or debates

Your role: Make Reformed theology feel normal, accessible, and beneficial. By this phase, you should have established credibility, clear pathways, and abundant social proof.

Strategic note: Don’t try to reach the masses first. The shift from early adopters to masses is about convenience and social proof—things you can only provide after you’ve built momentum with earlier groups.

The Chasm: Your Greatest Challenge

Between early adopters and the masses lies a treacherous gap that Geoffrey Moore famously called “the chasm.” This is where most movements—and most publishers—fail.

In my publishing experience, I thought reaching the masses was just about doing small books. This is not the case. Without the proper scaffolding and preparation your small books will not sell well.

Here’s why the chasm exists: Early adopters and the masses want fundamentally different things.

Early adopters want:

To be part of something new and special
To discover hidden truths before others
Intellectual challenge and depth
Community with fellow explorers
The status of being “in the know”

The masses want:

Proven solutions to felt needs
Social acceptance and normalcy
Convenience and ease
Reassurance they’re not making a mistake
To fit in, not stand out

The tragedy is that what attracts early adopters actively repels the masses, and vice versa. If you market Reformed theology as “the rediscovery of forgotten truth,” innovators love it and masses run away. If you market it as “what mainstream Christians have always believed,” masses might consider it but innovators find it boring.

Crossing the Chasm: The Bridge Strategy

You can’t eliminate the chasm, but you can build a bridge. Here’s how:

1. Accept that you’ll lose some early adopters

As you move toward the masses, some innovators will complain that you’re “selling out” or “dumbing it down.” This is normal and necessary. You can’t serve everyone simultaneously.

However, creating different collections for different levels of books can help. Let different collections serve different audiences.

2. Find the beachhead

Don’t try to jump from early adopters to all masses at once. Instead, find a specific, narrow segment of the mass market that has an urgent, felt need for your content.

Examples:

Parents struggling to teach their kids about God’s character
Christians dealing with anxiety who need assurance in God’s sovereignty
Believers confused by cultural Christianity who hunger for biblical clarity
People recovering from prosperity gospel who need solid doctrine

Target one specific group with tailored content. Make Reformed theology the obvious solution to their specific problem.

3. Create whole product solutions

The masses don’t just want a book—they want a complete solution. This means:

The book itself (accessible, practical)
Study guides and discussion questions
Video content explaining key concepts
Online community for questions
Pastor endorsements and church adoption materials
Follow-up resources

We need to find ways to package Reformed theology as a comprehensive solution to their problems, not just information.

4. Use social proof aggressively

The masses need to see that “people like me” have already adopted this. Showcase:

Testimonials from relatable people (not just scholars)
Statistics: “Over 500 small groups have used this material”
Endorsements from trusted mainstream Christian leaders
Before-and-after stories of transformation
Church adoption case studies

5. Make it ridiculously convenient

The masses won’t work hard to find you. You must:

Be in the channels they already use (mainstream Christian retailers in your country, Amazon, etc)
Offer multiple formats (print, ebook, audiobook, video)
Provide immediate gratification (free chapters or large excerpts, quick-start guides)
Integrate with existing habits (daily devotionals, podcast episodes)
Remove friction from purchase and use

6. Reframe the positioning

For early adopters, you positioned Reformed theology as recovered treasure. For the masses, position it as:

Biblical wisdom for everyday life
Time-tested truth for modern challenges
What the church has always believed
Practical theology that changes everything

Same content, different frame.

The Dangerous Middle

Many publishers get stuck in the chasm because they try to straddle both audiences. They water down content to reach masses (losing early adopters) but keep enough theological complexity to alienate masses. The result: nobody’s happy.

Better approach: Serve early adopters decisively in Phase 2, then make a clear, intentional shift toward the masses in Phase 3. Accept that you’re changing lanes.

The Three-Phase Publishing Strategy

Phase 1: Serve the Innovators (Years 1-2)

Primary goal: Build credibility and establish theological depth

Content strategy:

Curate and distribute existing English Reformed content first—don’t wait for translations
Partner with established English publishers (Banner of Truth, Crossway, P&R, Reformation Heritage) to distribute their titles
Create a “recommended reading” guide to the best English resources for your context
Import physical books or facilitate digital access to English content
Build an online presence recommending and discussing English Reformed resources
Use this phase to identify which content resonates most with your innovators—this informs future translation priorities
Translate selectively: perhaps start with one foundational title (a primer on Reformed theology or key systematic theology) while primarily directing innovators to English sources

Community strategy:

Connect with Reformed pastors, seminary professors, and thought leaders such as bloggers or YouTubers
Sponsor or partner with existing Reformed conferences even if they are VERY small.
Build relationships with influential voices who can endorse your work

Success metrics:

Respect from theological gatekeepers
Reviews in academic journals and Reformed publications
Authors want to publish with you
Small but passionate readership

What to avoid: Trying to be everything to everyone. Resist the temptation to “dumb down” content or chase broader markets. You’re building a foundation.

Important note: In some contexts, this work may already be done when you start your publisher. Identify these innovators and keep them up to date of your publishing work. You should know all the innovators by name and be talking to them regularly.

Phase 2: Build Scaffolding for Early Adopters (Years 3-5)

Primary goal: Create accessible pathways and support systems

Content strategy:

Develop a book series written by local authors: Introduction to Reformed Theology, Understanding the Doctrines of Grace, Understanding the Church etc.
Create study guides, discussion questions, video teaching series, and other companion resources
Publish testimonial article or video online: “How Reformed Theology Changed My Walk with God”
Address objections compassionately: “Wrestling with Predestination,” “God’s Justice and Human Responsibility”

Community strategy:

Launch online book clubs or reading groups
Create Facebook groups or Discord servers for readers
Develop partnership programs with churches willing to host Theology study groups
Produce video content: author interviews, doctrine explainers, FAQ sessions
Host or sponsor conferences—this is critical for early adopters

The power of conferences at this stage: Conferences serve as accelerated scaffolding for early adopters, creating dynamic community experiences that would take months to develop through books alone. In the United States, Together for the Gospel (T4G) and The Gospel Coalition (TGC) conferences became pivotal in spreading Reformed theology during the early 2000s. These gatherings:

Created “we’re not alone” moments for pastors and Christians exploring Reformed theology
Provided concentrated teaching from trusted voices
Built peer networks that sustained people after they returned home
Generated social proof: “thousands of people gathered around these ideas”
Offered both inspiration (main sessions) and practical support (breakouts, book tables)
Made Reformed theology feel like a movement, not just individual study

For publishers, conferences are where early adopters:

Discover your books at exhibit tables
Hear your authors speak and build trust
Meet other readers and form organic study groups
Experience the breadth of Reformed resources available
Get questions answered in real-time by experts
Leave enthusiastic and equipped to continue studying

Conference strategy for publishers:

Start with regional one-day events before attempting large national conferences.
Partner with established conferences initially (exhibit booth, sponsored sessions, pre-conferences).
Design conferences specifically for peer connection, not just content delivery. You want people to want to come, not just watch the videos later.
Create “next steps” pathways: conference attendees get book bundles, reading plans, online community access.
Use conferences to identify and recruit church partners and group leaders.
Record and distribute content to extend conference impact.
Consider turning the talks into a book mixing American and local authors.

Even small publishers can host effective regional gatherings. The goal isn’t size—it’s creating concentrated community experiences that accelerate the scaffolding process.

Scaffolding infrastructure:

Build “If you liked X, read Y next” recommendation pathways on your website and social media.
Offer bundled book sets.
Create free downloadable reading plans.
Produce shareable content: infographics, quote graphics, short videos

Success metrics:

Repeat customers buying multiple books
Active participation in online communities
Churches adopting your materials for small groups or group studies
Reader testimonials
Organic social sharing

What to avoid: Moving too fast toward simplification. Early adopters still want substance, just with better support. Also avoid creating isolated readers, the community scaffolding is essential.

Phase 3: Scale to the Masses (Years 5+)

Primary goal: Make Reformed theology normal, convenient, and widely accessible

This is where you cross the chasm. Everything changes in this phase.

Content strategy:

Short, practical books: Reformed Theology in 30 Days etc.
Devotionals applying Reformed theology to daily life
Mobile-optimized content and apps for content consumption.
Popular-level books by well-known authors
Genre crossover: Reformed perspectives in parenting, marriage, work, etc.
Focus on felt needs with Reformed solutions. Your relationship with pastors and counselors will help you identify these pain points.

Distribution strategy:

Get books into mainstream Christian retailers or secular bookstores if possible.
Audiobooks
Partnership with popular podcasts and influencers. These may be early-adopters or innovators that you encourage to start their own podcast.
Volume discounts for churches
Reading plans based off of book content
Omnipresent availability

Positioning shift:

Stop emphasizing “rediscovery”
Frame as: “What Christians or the Church has always believed”
Lead with benefits: peace, assurance, joy, biblical clarity
Use testimonials from ordinary people, not scholars
Show how Reformed theology applies to real problems

Social proof strategy:

Endorsements from respected mainstream Christian leaders
Testimonial campaigns showing life impact
High-production video content
Strong social media presence
Statistics: “Join thousands Christians discovering Reformed theology”
Case studies of church transformations

Whole product solution:

Never sell just a book—bundle it with study guides, videos, community access
Create church packages: bulk books + pastor guide or preaching guide + discussion materials
Provide customer support and FAQ resources
Build complete ecosystems around key titles

Success metrics:

Sales volume
Brand recognition
Shelf presence in major retailers
Mainstream media mentions
Theological language entering broader Christian conversation
Church adoption rates

Critical chasm-crossing tactics:

Choose a beachhead market: Don’t target all Christians—pick one specific group with an urgent need (e.g., anxious Christians needing assurance)
Dominate that niche: Become the obvious solution for that specific group
Build comprehensive solutions: Give them everything they need, not just books
Generate overwhelming social proof: Make it seem like everyone in their group is already doing this
Expand gradually: Once you dominate the beachhead, move to adjacent segments

What to avoid: Theological drift or compromise. The masses come because of credibility built in earlier phases—don’t undermine that foundation. You’re making Reformed theology accessible, not different.

Seven Practical Scaffolding Techniques

Beyond the three-phase strategy, here are specific scaffolding methods to implement:

1. Peer Support Networks

People are motivated by what others they respect are doing. Create visible communities where early Reformed theology adopters can connect, share insights, and encourage one another.

Implementation:

Feature reader stories prominently on your website
Create “Reformed Theology Journey” video testimonials
Host virtual meetups or local gatherings
Celebrate milestones for your readers.

Why it works: Status and affiliation are powerful motivators. When people see their peers embracing Reformed theology and growing spiritually, they want to join that journey.

2. Reduce Initial Barriers

Make the first step comfortable. Don’t lead with the most controversial or challenging Reformed doctrines.

Implementation:

Start readers with books on God’s sovereignty in salvation
Emphasize grace, worship, the Church and biblical depth before discussing more contested doctrines like election
Create “Reformed Theology 101” primers that focus on common ground
Offer free introductory resources
Use familiar language before introducing technical terms

Why it works: Fear and discomfort stop people from exploring. If the entry point feels manageable, they’re more likely to continue the journey.

3. Next-Step Learning Paths

Meet people slightly beyond their current understanding, but not so far that it’s overwhelming. Design intentional learning progressions.

Implementation:

Create explicit “reading levels”: Beginner → Intermediate → Advanced
Map prerequisite relationships: “Read Book A before Book B”
Provide study guides
Offer graduated challenges: devotional → doctrinal overview → systematic theology
Include self-assessment tools: “Which book is right for my current understanding?”

Why it works: People grow best when challenged appropriately. Too easy and they’re bored; too hard and they’re overwhelmed. The sweet spot is just beyond current competence.

4. Cultural Cohesion Through Ecosystem Building

Create a sense of “we’re in this together” by building an interconnected ecosystem of resources, events, and communities.

Implementation:

Cross-promote with complementary Reformed ministries
Develop signature conferences or events
Smaller local or regional events in Churches works well with the masses
Create branded book clubs or reading programs hosted by other ministries or Churches
Build partnerships with Reformed seminaries and churches
Develop a recognizable aesthetic and voice across all content

Why it works: When surrounded by a cohesive culture, theological shifts feel natural and supported rather than isolating. Network effects multiply as the ecosystem strengthens.

5. The Long Walk Philosophy

Don’t expect or demand instant conversion to full Reformed convictions. Honor the gradual journey of theological development.

Implementation:

Publish multi-year reading plans
Celebrate intermediate steps, not just final destinations
Acknowledge that Reformed understanding deepens over time
Provide resources for each stage of the journey
Resist pressure to rush people to conclusions

Why it works: The long walk builds momentum and genuine commitment. By the time someone reaches mature Reformed convictions, they’ve invested enough that the conclusions feel earned and owned, not imposed.

6. Make Everything Shareable

Equip your readers to introduce others to Reformed theology. Enable grassroots, person-to-person growth.

Implementation:

Include discussion guides in every book so readers can lead studies
Create gift-giving campaigns: “Read this book with a friend”
Develop simple talking points: “How to explain the Doctrines of Grace to a friend”
Provide shareable digital content optimized for social media
Offer bulk discounts for churches or small groups
Create a “Church ambassador” program

Why it works: Personal recommendations from trusted friends are far more effective than marketing. When readers become advocates, growth becomes exponential.

7. Address Objections Proactively

Don’t wait for people to raise concerns about Reformed theology. Address common objections compassionately before they become barriers.

Implementation:

Publish books specifically on tough topics: “Does God’s Sovereignty Eliminate Human Responsibility?”
Include FAQ sections addressing concerns
Feature stories of people who wrestled with and resolved common objections
Acknowledge legitimate tensions honestly
Show how Reformed theology addresses objections to other systems too

Why it works: Unaddressed fears and objections become invisible walls. Proactive, compassionate engagement removes these barriers before they stop the journey.

Common Mistakes to Avoid

Mistake 1: Compromising Depth Too Early

In the rush to reach more people, publishers sometimes water down Reformed theology or avoid its distinctive elements. This backfires because:

You lose the innovators who wanted serious content
You don’t actually gain the masses, who won’t adopt until the movement is established
You undermine the theological credibility you need for long-term growth

Solution: Maintain theological integrity at every phase. Accessibility should come through better teaching and scaffolding, not doctrinal compromise.

Mistake 2: Trying to Reach Everyone at Once

Different people need different approaches. A book perfect for innovators will bore early adopters. Content ideal for the masses will frustrate innovators.

Solution: Be clear about who each piece of content serves. It’s okay—essential, even—to have offerings targeted at specific segments.

Mistake 3: Getting Stuck in the Chasm

This is the most common failure point. Publishers try to serve both early adopters and masses simultaneously, ending up with content that satisfies neither.

Signs you’re stuck in the chasm:

Sales plateau after initial growth
Mixed reviews: some say “too basic,” others say “too complex”
Can’t gain traction with mainstream audiences
Losing your early base without gaining new readers
Identity confusion: who are you really for?

Solution: Make a decisive choice. Either recommit to serving early adopters well, or make a clear pivot to mass market with whole product solutions, beachhead focus, and massive social proof. The middle ground is quicksand.

Mistake 4: Publishing Without Community

Books alone don’t create movements. Isolated readers rarely experience deep transformation.

Solution: Invest as much in community-building infrastructure as in content creation. The scaffolding is the product.

Mistake 5: Ignoring the Network Effect

Publishers sometimes focus only on individual book sales, missing the compounding value of interconnected readers, resources, and communities.

Solution: Design for virality and network growth. Every resource should naturally lead to other resources and to community.

Mistake 6: Forgetting the Emotional Journey

Theological change isn’t just intellectual—it’s emotional and spiritual. People experience fear, excitement, confusion, and breakthrough.

Solution: Address the whole person. Include pastoral wisdom, testimonials, encouragement, and acknowledgment of the emotional complexity of theological development.

Mistake 7: Crossing the Chasm Without Preparation

Some publishers try to jump to mass market before building sufficient credibility, infrastructure, or understanding of what masses actually need.

Signs of premature chasm-crossing:

Mainstream rejection: retailers won’t stock you
No social proof or endorsements
Incomplete product offerings
Unclear positioning
Inadequate distribution channels

Solution: Don’t rush Phase 3. Build a solid base with innovators and early adopters first. Cross the chasm only when you have credibility, resources, and a clear beachhead strategy.

Measuring Success Beyond Sales

Traditional publishing metrics (units sold, revenue) matter, but they don’t capture whether you’re successfully building scaffolding. Consider tracking:

Engagement Metrics

How many readers buy multiple books?
What percentage read all the books in a series?
How active are your online communities?
Do people attend your events repeatedly?

Transformation Metrics

Collect and share stories of theological growth
Survey readers about their journey: “Where were you theologically when you started? Where are you now?”
Track pastoral adoption: Are churches using your materials?
Monitor theological vocabulary adoption: Is your language showing up in the broader conversation?

Network Metrics

How often do readers refer friends?
What’s the ratio of new vs. returning customers?
Are reader communities self-sustaining or dependent on your facilitation?
How many “Church ambassadors” actively promote your content in their churches?

Credibility Metrics

Endorsements from respected leaders
Reviews on blogs, journals or other publications
Seminary adoption for courses
Speaking invitations for your authors

Conclusion: Building the Cathedral

Reformed theology represents centuries of careful biblical reflection, rich spiritual depth, and theological precision all with a deep love for Christ. As a publisher, you’re not inventing something new—you’re helping modern Christians rediscover ancient truth.

But rediscovery requires a journey, and journeys require paths. Your job is cathedral-building: creating structures that will serve generations of believers as they grow in their understanding of God’s grace and sovereignty.

This work takes patience. The scaffolding approach isn’t a quick-growth hack; it’s a sustainable strategy for deep, lasting impact. You’re building infrastructure that compounds over time.

Start with the innovators—give them excellent, rigorous content. Then build scaffolding for early adopters—create communities, pathways, and support systems. Finally, make it easy for the masses—streamline, normalize, and scale.

At each phase, remember: you’re not just publishing books. You’re constructing the mountain path that makes theological transformation possible.

Reformed Theology or Big God theology has always been there. Your Publishers gift to the church is building the trail that helps people reach it.