business

CUA professor launches AI marketplace in line with Catholic social teaching #Catholic 
 
 Credit: David Gyung/Shutterstock

Jan 17, 2026 / 06:00 am (CNA).
An artificial intelligence (AI) marketplace launched by a business professor at The Catholic University of America seeks to offer products and services in a venue consistent with the social teachings of the Catholic Church — it is called Almma AI.Lucas Wall, who teaches finance at the university and has led several entrepreneurial ventures, began building Almma AI in mid-2023. The marketplace facilitates transactions for AI-related products, allowing people to upload their creations to be purchased or, in some cases, used for no charge.The types of products that can be offered on the marketplace include Large Language Models (LLMs) — similar to ChatGPT and Grok — along with AI prompts, personas, assistants, agents, and plugins.Although other marketplaces exist, Wall told EWTN News that Almma AI is designed to ensure the average person can “benefit from this new revolution that is coming” by selling or purchasing products in the marketplace.“With most technological revolutions and changes, there are only a handful of people who make fortunes,” Wall said.Almma’s mission statement is “AI profits for all,” and Wall said it is meant to “help people monetize their knowledge.” He said the marketplace can “build bridges across cultures” because people anywhere can access it, and “allows people to make solutions for their neighbors or for their parishes.”Almma does not exclusively offer Catholic-related products, but it does block the sale of anything that is immoral or could provoke sin, which Wall said was another major contrast with other AI marketplaces.“I want to be part of the group of people who help innovation meet morality,” he said.Among the examples of problems within larger AI companies, he noted, are the development of artificial romantic chatbots and the creation of erotica and artificial pornographic images and videos. He also expressed concern about AI consultation in end-of-life care.“I refuse to believe we don’t have enough imagination as a Catholic community and the courage to build something better,” Wall said.AI and Catholic social teachingWall said the development of Almma AI was “responding to the call of Pope Francis that he very clearly outlined in [the 2025 doctrinal note] Antiqua et Nova” and also took inspiration from Pope Leo XIII’s 1891 encyclical  Rerum Novarum.In Antiqua et Nova, the Vatican holds that the development of AI should spur us to “a renewed appreciation of all that is human.” It teaches that AI should be used to serve the common good, promote human development, and not simply be used for individual or corporate gain.That note builds on the framework provided in Rerum Novarum, which expressed Catholic social teaching in the wake of the industrial revolution. At the time, Pope Leo XIII emphasized a need to seek the common good and safeguard the dignity of work when many laborers faced poor working conditions.“Wages ought not to be insufficient to support a frugal and well-behaved wage-earner,” Leo XIII writes. “... If a workman’s wages be sufficient to enable him comfortably to support himself, his wife, and his children, he will find it easy, if he be a sensible man, to practice thrift, and he will not fail, by cutting down expenses, to put by some little savings and thus secure a modest source of income.”Wall said Almma AI follows those guidelines by “trying to help people earn a decent living and keeping their dignity.” He added: “If you want to monetize a skill, we have the tools for you.”When the current pontiff Leo XIV chose the name “Leo,” he said he did so to honor Leo XIII, who “addressed the social question in the context of the first great industrial revolution.” He chose the name, in part, because AI developments pose “new challenges for the defense of human dignity, justice, and labor,” Leo XIV explained.Leo XIV has spoken at length about AI. This includes warnings about anti-human ideologies, the threat to human connections and interactions, and concern about the displacement of workers. However, he has also highlighted the potential benefits of AI if used to advance humanity and uphold the dignity of the human person.Wall welcomed continued guidance from the Vatican, saying the Church has “moral foundations … beyond what anyone in secular society can point at.” He expressed hope that Leo XIV will author a document similar to Rerum Novarum that addresses the changes AI is bringing about to the global economy“I pray daily for it,” Wall said.

CUA professor launches AI marketplace in line with Catholic social teaching #Catholic Credit: David Gyung/Shutterstock Jan 17, 2026 / 06:00 am (CNA). An artificial intelligence (AI) marketplace launched by a business professor at The Catholic University of America seeks to offer products and services in a venue consistent with the social teachings of the Catholic Church — it is called Almma AI.Lucas Wall, who teaches finance at the university and has led several entrepreneurial ventures, began building Almma AI in mid-2023. The marketplace facilitates transactions for AI-related products, allowing people to upload their creations to be purchased or, in some cases, used for no charge.The types of products that can be offered on the marketplace include Large Language Models (LLMs) — similar to ChatGPT and Grok — along with AI prompts, personas, assistants, agents, and plugins.Although other marketplaces exist, Wall told EWTN News that Almma AI is designed to ensure the average person can “benefit from this new revolution that is coming” by selling or purchasing products in the marketplace.“With most technological revolutions and changes, there are only a handful of people who make fortunes,” Wall said.Almma’s mission statement is “AI profits for all,” and Wall said it is meant to “help people monetize their knowledge.” He said the marketplace can “build bridges across cultures” because people anywhere can access it, and “allows people to make solutions for their neighbors or for their parishes.”Almma does not exclusively offer Catholic-related products, but it does block the sale of anything that is immoral or could provoke sin, which Wall said was another major contrast with other AI marketplaces.“I want to be part of the group of people who help innovation meet morality,” he said.Among the examples of problems within larger AI companies, he noted, are the development of artificial romantic chatbots and the creation of erotica and artificial pornographic images and videos. He also expressed concern about AI consultation in end-of-life care.“I refuse to believe we don’t have enough imagination as a Catholic community and the courage to build something better,” Wall said.AI and Catholic social teachingWall said the development of Almma AI was “responding to the call of Pope Francis that he very clearly outlined in [the 2025 doctrinal note] Antiqua et Nova” and also took inspiration from Pope Leo XIII’s 1891 encyclical Rerum Novarum.In Antiqua et Nova, the Vatican holds that the development of AI should spur us to “a renewed appreciation of all that is human.” It teaches that AI should be used to serve the common good, promote human development, and not simply be used for individual or corporate gain.That note builds on the framework provided in Rerum Novarum, which expressed Catholic social teaching in the wake of the industrial revolution. At the time, Pope Leo XIII emphasized a need to seek the common good and safeguard the dignity of work when many laborers faced poor working conditions.“Wages ought not to be insufficient to support a frugal and well-behaved wage-earner,” Leo XIII writes. “… If a workman’s wages be sufficient to enable him comfortably to support himself, his wife, and his children, he will find it easy, if he be a sensible man, to practice thrift, and he will not fail, by cutting down expenses, to put by some little savings and thus secure a modest source of income.”Wall said Almma AI follows those guidelines by “trying to help people earn a decent living and keeping their dignity.” He added: “If you want to monetize a skill, we have the tools for you.”When the current pontiff Leo XIV chose the name “Leo,” he said he did so to honor Leo XIII, who “addressed the social question in the context of the first great industrial revolution.” He chose the name, in part, because AI developments pose “new challenges for the defense of human dignity, justice, and labor,” Leo XIV explained.Leo XIV has spoken at length about AI. This includes warnings about anti-human ideologies, the threat to human connections and interactions, and concern about the displacement of workers. However, he has also highlighted the potential benefits of AI if used to advance humanity and uphold the dignity of the human person.Wall welcomed continued guidance from the Vatican, saying the Church has “moral foundations … beyond what anyone in secular society can point at.” He expressed hope that Leo XIV will author a document similar to Rerum Novarum that addresses the changes AI is bringing about to the global economy“I pray daily for it,” Wall said.


Credit: David Gyung/Shutterstock

Jan 17, 2026 / 06:00 am (CNA).

An artificial intelligence (AI) marketplace launched by a business professor at The Catholic University of America seeks to offer products and services in a venue consistent with the social teachings of the Catholic Church — it is called Almma AI.

Lucas Wall, who teaches finance at the university and has led several entrepreneurial ventures, began building Almma AI in mid-2023. The marketplace facilitates transactions for AI-related products, allowing people to upload their creations to be purchased or, in some cases, used for no charge.

The types of products that can be offered on the marketplace include Large Language Models (LLMs) — similar to ChatGPT and Grok — along with AI prompts, personas, assistants, agents, and plugins.

Although other marketplaces exist, Wall told EWTN News that Almma AI is designed to ensure the average person can “benefit from this new revolution that is coming” by selling or purchasing products in the marketplace.

“With most technological revolutions and changes, there are only a handful of people who make fortunes,” Wall said.

Almma’s mission statement is “AI profits for all,” and Wall said it is meant to “help people monetize their knowledge.” He said the marketplace can “build bridges across cultures” because people anywhere can access it, and “allows people to make solutions for their neighbors or for their parishes.”

Almma does not exclusively offer Catholic-related products, but it does block the sale of anything that is immoral or could provoke sin, which Wall said was another major contrast with other AI marketplaces.

“I want to be part of the group of people who help innovation meet morality,” he said.

Among the examples of problems within larger AI companies, he noted, are the development of artificial romantic chatbots and the creation of erotica and artificial pornographic images and videos. He also expressed concern about AI consultation in end-of-life care.

“I refuse to believe we don’t have enough imagination as a Catholic community and the courage to build something better,” Wall said.

AI and Catholic social teaching

Wall said the development of Almma AI was “responding to the call of Pope Francis that he very clearly outlined in [the 2025 doctrinal note] Antiqua et Nova” and also took inspiration from Pope Leo XIII’s 1891 encyclical Rerum Novarum.

In Antiqua et Nova, the Vatican holds that the development of AI should spur us to “a renewed appreciation of all that is human.” It teaches that AI should be used to serve the common good, promote human development, and not simply be used for individual or corporate gain.

That note builds on the framework provided in Rerum Novarum, which expressed Catholic social teaching in the wake of the industrial revolution. At the time, Pope Leo XIII emphasized a need to seek the common good and safeguard the dignity of work when many laborers faced poor working conditions.

“Wages ought not to be insufficient to support a frugal and well-behaved wage-earner,” Leo XIII writes. “… If a workman’s wages be sufficient to enable him comfortably to support himself, his wife, and his children, he will find it easy, if he be a sensible man, to practice thrift, and he will not fail, by cutting down expenses, to put by some little savings and thus secure a modest source of income.”

Wall said Almma AI follows those guidelines by “trying to help people earn a decent living and keeping their dignity.” He added: “If you want to monetize a skill, we have the tools for you.”

When the current pontiff Leo XIV chose the name “Leo,” he said he did so to honor Leo XIII, who “addressed the social question in the context of the first great industrial revolution.” He chose the name, in part, because AI developments pose “new challenges for the defense of human dignity, justice, and labor,” Leo XIV explained.

Leo XIV has spoken at length about AI. This includes warnings about anti-human ideologies, the threat to human connections and interactions, and concern about the displacement of workers. However, he has also highlighted the potential benefits of AI if used to advance humanity and uphold the dignity of the human person.

Wall welcomed continued guidance from the Vatican, saying the Church has “moral foundations … beyond what anyone in secular society can point at.” He expressed hope that Leo XIV will author a document similar to Rerum Novarum that addresses the changes AI is bringing about to the global economy

“I pray daily for it,” Wall said.

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‘Adopt a Bishop’ initiative invites faithful to pray for Church leaders #Catholic 
 
 Pope Leo XIV speaks to bishops gathered for the Jubilee of Bishops on June 25, 2025, in St. Peter’s Basilica at the Vatican. | Credit: Vatican Media

Jan 11, 2026 / 06:00 am (CNA).
Soon after the election of Pope Leo XIV, Cardinal Luis Antonio Tagle shared in a press conference that moments before then-Cardinal Robert Prevost was chosen to be pontiff, Tagle noticed the emotion by the soon-to-be-pope as it was becoming more clear he would be elected, so he reached into his pocket and offered Prevost a piece of candy.It was this simple moment that inspired Lauren Winter, founder of the Catholic company Brick House in the City, to start the Adopt a Bishop initiative.“It really reminded me that these are all human beings who made the choice one day to accept a very serious ‘yes,’” Winter told CNA in an interview.The Adopt a Bishop initiative, which has been launched in collaboration with The Dorothea Project, invites the faithful to adopt a bishop for the year and pray for that bishop throughout the year.“I think our bishops carry an enormous and often invisible spiritual weight,” she said. “They carry a responsibility that most of us never see — it’s pastoral and spiritual and it’s deeply personal and they’re holding entire dioceses in their prayer. And I think that kind of weight requires spiritual support.”This is the first year of the initiative and over 1,000 people have already signed up to adopt a bishop in prayer. When an individual signs up on the website that person is randomly assigned a bishop from anywhere in the world.Winter explained that she decided to use a random generator in order to “remove preference.”“I didn’t want anyone to choose a bishop that they already knew and admired and I wanted to leave that room for the Holy Spirit,” she said. “And it may be a bishop you are already familiar with. It may be a bishop that is someone that you have disagreed with. But the call to prayer is still there and I think receiving a bishop instead of choosing one, that felt more like a posture of reception, which I feel like it’s more aligned with how grace works in the Church — just leaving the room there for the Spirit to work.”The Catholic business owner highlighted the importance spiritual adoption plays in the Church in that it reminds us that “we are also being prayed for, it strengthens the bonds within the Church, and then I feel like it helps us to live more intentionally as one body of Christ.”Winter said she hopes that through this initiative “people feel more connected to their bishop, to the Church, to the quiet work of prayer, and how a small faithful commitment can really shape our faith.”“I imagine many people when they meet a bishop, they ask the good bishop to pray for them and I think it’s really beautiful that we can return that — the reciprocity of prayer. I think they need our prayers too.”

‘Adopt a Bishop’ initiative invites faithful to pray for Church leaders #Catholic Pope Leo XIV speaks to bishops gathered for the Jubilee of Bishops on June 25, 2025, in St. Peter’s Basilica at the Vatican. | Credit: Vatican Media Jan 11, 2026 / 06:00 am (CNA). Soon after the election of Pope Leo XIV, Cardinal Luis Antonio Tagle shared in a press conference that moments before then-Cardinal Robert Prevost was chosen to be pontiff, Tagle noticed the emotion by the soon-to-be-pope as it was becoming more clear he would be elected, so he reached into his pocket and offered Prevost a piece of candy.It was this simple moment that inspired Lauren Winter, founder of the Catholic company Brick House in the City, to start the Adopt a Bishop initiative.“It really reminded me that these are all human beings who made the choice one day to accept a very serious ‘yes,’” Winter told CNA in an interview.The Adopt a Bishop initiative, which has been launched in collaboration with The Dorothea Project, invites the faithful to adopt a bishop for the year and pray for that bishop throughout the year.“I think our bishops carry an enormous and often invisible spiritual weight,” she said. “They carry a responsibility that most of us never see — it’s pastoral and spiritual and it’s deeply personal and they’re holding entire dioceses in their prayer. And I think that kind of weight requires spiritual support.”This is the first year of the initiative and over 1,000 people have already signed up to adopt a bishop in prayer. When an individual signs up on the website that person is randomly assigned a bishop from anywhere in the world.Winter explained that she decided to use a random generator in order to “remove preference.”“I didn’t want anyone to choose a bishop that they already knew and admired and I wanted to leave that room for the Holy Spirit,” she said. “And it may be a bishop you are already familiar with. It may be a bishop that is someone that you have disagreed with. But the call to prayer is still there and I think receiving a bishop instead of choosing one, that felt more like a posture of reception, which I feel like it’s more aligned with how grace works in the Church — just leaving the room there for the Spirit to work.”The Catholic business owner highlighted the importance spiritual adoption plays in the Church in that it reminds us that “we are also being prayed for, it strengthens the bonds within the Church, and then I feel like it helps us to live more intentionally as one body of Christ.”Winter said she hopes that through this initiative “people feel more connected to their bishop, to the Church, to the quiet work of prayer, and how a small faithful commitment can really shape our faith.”“I imagine many people when they meet a bishop, they ask the good bishop to pray for them and I think it’s really beautiful that we can return that — the reciprocity of prayer. I think they need our prayers too.”


Pope Leo XIV speaks to bishops gathered for the Jubilee of Bishops on June 25, 2025, in St. Peter’s Basilica at the Vatican. | Credit: Vatican Media

Jan 11, 2026 / 06:00 am (CNA).

Soon after the election of Pope Leo XIV, Cardinal Luis Antonio Tagle shared in a press conference that moments before then-Cardinal Robert Prevost was chosen to be pontiff, Tagle noticed the emotion by the soon-to-be-pope as it was becoming more clear he would be elected, so he reached into his pocket and offered Prevost a piece of candy.

It was this simple moment that inspired Lauren Winter, founder of the Catholic company Brick House in the City, to start the Adopt a Bishop initiative.

“It really reminded me that these are all human beings who made the choice one day to accept a very serious ‘yes,’” Winter told CNA in an interview.

The Adopt a Bishop initiative, which has been launched in collaboration with The Dorothea Project, invites the faithful to adopt a bishop for the year and pray for that bishop throughout the year.

“I think our bishops carry an enormous and often invisible spiritual weight,” she said. “They carry a responsibility that most of us never see — it’s pastoral and spiritual and it’s deeply personal and they’re holding entire dioceses in their prayer. And I think that kind of weight requires spiritual support.”

This is the first year of the initiative and over 1,000 people have already signed up to adopt a bishop in prayer. When an individual signs up on the website that person is randomly assigned a bishop from anywhere in the world.

Winter explained that she decided to use a random generator in order to “remove preference.”

“I didn’t want anyone to choose a bishop that they already knew and admired and I wanted to leave that room for the Holy Spirit,” she said. “And it may be a bishop you are already familiar with. It may be a bishop that is someone that you have disagreed with. But the call to prayer is still there and I think receiving a bishop instead of choosing one, that felt more like a posture of reception, which I feel like it’s more aligned with how grace works in the Church — just leaving the room there for the Spirit to work.”

The Catholic business owner highlighted the importance spiritual adoption plays in the Church in that it reminds us that “we are also being prayed for, it strengthens the bonds within the Church, and then I feel like it helps us to live more intentionally as one body of Christ.”

Winter said she hopes that through this initiative “people feel more connected to their bishop, to the Church, to the quiet work of prayer, and how a small faithful commitment can really shape our faith.”

“I imagine many people when they meet a bishop, they ask the good bishop to pray for them and I think it’s really beautiful that we can return that — the reciprocity of prayer. I think they need our prayers too.”

Read More
Arthur Brooks at SEEK26: ‘Your job isn’t to win arguments, it’s to win a soul’ #Catholic 
 
 Arthur Brooks gives a keynote address at SEEK 2026 on Jan. 4, 2026, in Columbus, Ohio. | Credit: Madalaine Elhabbal/CNA

Jan 6, 2026 / 12:29 pm (CNA).
New York Times bestselling author and Harvard professor Arthur Brooks encouraged attendees at SEEK 2026 to resist the temptation as missionaries to “fight fire with fire.”In his Jan. 4 keynote speech in Columbus, Ohio, Brooks said the world “is not just a cold world” but “a world that attacks you.” In this context, he said, it can be challenging not to fight back.However, he said, “your job isn’t to win arguments, it’s to win a soul.”Brooks teaches at the Harvard Kennedy School and Harvard Business School and has written multiple books on finding happiness and meaning in life, including “From Strength to Strength” and “Build the Life You Want,” which he coauthored with Oprah Winfrey. He also writes a column for The Free Press.Some 26,000 attendees have gathered through Jan. 5 in Columbus, Denver, and Fort Worth, Texas, for the SEEK 2026 conference organized by FOCUS.“The spirit of the missionary will take you into the heart of a culture war,” Brooks said. “And in that culture war, you won’t win with violence … as you can win with love.” Brooks recounted his experience giving a talk in Manchester, New Hampshire, in 2014 for an audience he said was “a very ideologically oriented group.”According to Brooks, he was the only speaker out of the 15 present who was not a presidential candidate. He said that during his address, he told his audience: “You’ve been hearing from political candidates who want your vote. And what they’re telling you is that you’re right and the people who disagree with you are stupid people and hate America, but I want you to remember something. Those people, they’re your neighbors, and they’re your family … It’s not that they hate America, it’s that they disagree with you.”When acting as a missionary, he said, the goal is to persuade people. “If you want to persuade them, you can’t do that with hatred, because nobody has ever been insulted into agreement,” Brooks said.‘Entering mission territory’Brooks concluded by telling about a retreat center that he and his wife, Ester, visit when they give marriage preparation. Inside the chapel of the retreat center, he said, there is a sign over the door to exit the chapel that reads: “You are now entering mission territory.”“So as you leave this beautiful, beautiful gathering tomorrow, the signs on the door of your hotel or this conference facility, any place that you find yourself as you leave this city, and effectively for the last time tomorrow, is that you’re entering mission territory,” Brooks said. “Let’s set the world on fire together.”Katie Tangeman, a sophomore at Northwest Missouri State University, said she came away from Brooks’ talk motivated to “just take a step back whenever I’m feeling frustrated or annoyed with somebody, or if they’re attacking me, to just see them as a beloved son or daughter of God and approach them with love instead of the contempt and hate that [Brooks] was talking about.”“Because that’s not being a good Christian,” she added.“I want to say the biggest thing I took away from Arthur Brooks’ talk tonight, his keynote speech, [is] that you can change the trajectory of how a conversation goes by battling it with kindness in a way,” said Andrew Stuart, an agricultural business major, also at Northwest Missouri State.

Arthur Brooks at SEEK26: ‘Your job isn’t to win arguments, it’s to win a soul’ #Catholic Arthur Brooks gives a keynote address at SEEK 2026 on Jan. 4, 2026, in Columbus, Ohio. | Credit: Madalaine Elhabbal/CNA Jan 6, 2026 / 12:29 pm (CNA). New York Times bestselling author and Harvard professor Arthur Brooks encouraged attendees at SEEK 2026 to resist the temptation as missionaries to “fight fire with fire.”In his Jan. 4 keynote speech in Columbus, Ohio, Brooks said the world “is not just a cold world” but “a world that attacks you.” In this context, he said, it can be challenging not to fight back.However, he said, “your job isn’t to win arguments, it’s to win a soul.”Brooks teaches at the Harvard Kennedy School and Harvard Business School and has written multiple books on finding happiness and meaning in life, including “From Strength to Strength” and “Build the Life You Want,” which he coauthored with Oprah Winfrey. He also writes a column for The Free Press.Some 26,000 attendees have gathered through Jan. 5 in Columbus, Denver, and Fort Worth, Texas, for the SEEK 2026 conference organized by FOCUS.“The spirit of the missionary will take you into the heart of a culture war,” Brooks said. “And in that culture war, you won’t win with violence … as you can win with love.” Brooks recounted his experience giving a talk in Manchester, New Hampshire, in 2014 for an audience he said was “a very ideologically oriented group.”According to Brooks, he was the only speaker out of the 15 present who was not a presidential candidate. He said that during his address, he told his audience: “You’ve been hearing from political candidates who want your vote. And what they’re telling you is that you’re right and the people who disagree with you are stupid people and hate America, but I want you to remember something. Those people, they’re your neighbors, and they’re your family … It’s not that they hate America, it’s that they disagree with you.”When acting as a missionary, he said, the goal is to persuade people. “If you want to persuade them, you can’t do that with hatred, because nobody has ever been insulted into agreement,” Brooks said.‘Entering mission territory’Brooks concluded by telling about a retreat center that he and his wife, Ester, visit when they give marriage preparation. Inside the chapel of the retreat center, he said, there is a sign over the door to exit the chapel that reads: “You are now entering mission territory.”“So as you leave this beautiful, beautiful gathering tomorrow, the signs on the door of your hotel or this conference facility, any place that you find yourself as you leave this city, and effectively for the last time tomorrow, is that you’re entering mission territory,” Brooks said. “Let’s set the world on fire together.”Katie Tangeman, a sophomore at Northwest Missouri State University, said she came away from Brooks’ talk motivated to “just take a step back whenever I’m feeling frustrated or annoyed with somebody, or if they’re attacking me, to just see them as a beloved son or daughter of God and approach them with love instead of the contempt and hate that [Brooks] was talking about.”“Because that’s not being a good Christian,” she added.“I want to say the biggest thing I took away from Arthur Brooks’ talk tonight, his keynote speech, [is] that you can change the trajectory of how a conversation goes by battling it with kindness in a way,” said Andrew Stuart, an agricultural business major, also at Northwest Missouri State.


Arthur Brooks gives a keynote address at SEEK 2026 on Jan. 4, 2026, in Columbus, Ohio. | Credit: Madalaine Elhabbal/CNA

Jan 6, 2026 / 12:29 pm (CNA).

New York Times bestselling author and Harvard professor Arthur Brooks encouraged attendees at SEEK 2026 to resist the temptation as missionaries to “fight fire with fire.”

In his Jan. 4 keynote speech in Columbus, Ohio, Brooks said the world “is not just a cold world” but “a world that attacks you.” In this context, he said, it can be challenging not to fight back.

However, he said, “your job isn’t to win arguments, it’s to win a soul.”

Brooks teaches at the Harvard Kennedy School and Harvard Business School and has written multiple books on finding happiness and meaning in life, including “From Strength to Strength” and “Build the Life You Want,” which he coauthored with Oprah Winfrey. He also writes a column for The Free Press.

Some 26,000 attendees have gathered through Jan. 5 in Columbus, Denver, and Fort Worth, Texas, for the SEEK 2026 conference organized by FOCUS.

“The spirit of the missionary will take you into the heart of a culture war,” Brooks said. “And in that culture war, you won’t win with violence … as you can win with love.” Brooks recounted his experience giving a talk in Manchester, New Hampshire, in 2014 for an audience he said was “a very ideologically oriented group.”

According to Brooks, he was the only speaker out of the 15 present who was not a presidential candidate. He said that during his address, he told his audience: “You’ve been hearing from political candidates who want your vote. And what they’re telling you is that you’re right and the people who disagree with you are stupid people and hate America, but I want you to remember something. Those people, they’re your neighbors, and they’re your family … It’s not that they hate America, it’s that they disagree with you.”

When acting as a missionary, he said, the goal is to persuade people. “If you want to persuade them, you can’t do that with hatred, because nobody has ever been insulted into agreement,” Brooks said.

‘Entering mission territory’

Brooks concluded by telling about a retreat center that he and his wife, Ester, visit when they give marriage preparation. Inside the chapel of the retreat center, he said, there is a sign over the door to exit the chapel that reads: “You are now entering mission territory.”

“So as you leave this beautiful, beautiful gathering tomorrow, the signs on the door of your hotel or this conference facility, any place that you find yourself as you leave this city, and effectively for the last time tomorrow, is that you’re entering mission territory,” Brooks said. “Let’s set the world on fire together.”

Katie Tangeman, a sophomore at Northwest Missouri State University, said she came away from Brooks’ talk motivated to “just take a step back whenever I’m feeling frustrated or annoyed with somebody, or if they’re attacking me, to just see them as a beloved son or daughter of God and approach them with love instead of the contempt and hate that [Brooks] was talking about.”

“Because that’s not being a good Christian,” she added.

“I want to say the biggest thing I took away from Arthur Brooks’ talk tonight, his keynote speech, [is] that you can change the trajectory of how a conversation goes by battling it with kindness in a way,” said Andrew Stuart, an agricultural business major, also at Northwest Missouri State.

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