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plays no less mighty a role in society.

Evangelical leaders have the ear of

presidents; dominate thousands of

hours of TV time; and run multimilliondollar

businesses, with the most prominent

boasting their own production

companies, recording studios, and distribution

deals with media giants like

Time Warner.

Saddleback also has one more thing

in common with Harvard Business

School: its debt to—and propagation

of—the Culture of Personality.

It’s a Sunday morning in August

2006, and I’m standing at the center of

a dense hub of sidewalks on Saddleback’s

campus. I consult a signpost, the

kind you see at Walt Disney World,

with cheerful arrows pointing every

which way: Worship Center, Plaza

Room, Terrace Café, Beach Café. A

nearby poster features a beaming young

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