Welcome back to Scaling Theory. Today, we are taking on a surprising but deeply relevant topic: religion. We are not entering the realm of theology, but rather looking at religion the way an economist might look at a multinational corporation or a digital platform. Think of it this way: in the U.S. alone, faith-based organizations generate more annual revenue than Apple and Microsoft combined. So when we ask how religions scale, we are really asking how some of the world’s most enduring (and powerful) institutions grow, adapt, and persist.

Our guest is Paul Seabright, Professor of Economics at the Toulouse School of Economics and author of The Divine Economy: How Religions Compete for Wealth, Power, and People.

Paul and I talk about how religions scale, why rituals, doctrines, and compelling narratives matter for growth. We explore how religions act as multi-sided platforms, how they build robust networks that resist churn, and how technologies like the printing press and social media can reshape their reach. Toward the end, we explore whether new movements in the Silicon Valley function like new religions, and what their chances of success might be in today’s competitive market for belief. I hope you enjoy our discussion.

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