How can the church meaningfully and intelligently engage cultures with Christianity? Oftentimes, it is not the message but the messenger that provides the greatest stumbling block for the average non-Christian. A missionary’s ability to identify with the people, not in sympathy, but in empathy, is one of the keys. Language is another crucial factor. Anthropology and missions have much to learn from each other. Customs and Cultures provides practical ways missionaries can become acquainted with the cultural anthropology of the local community. Eugene Nida, a leading scholar and devout Christian, presents a thorough study of the means and methods which best communicate Christianity to people of diverse backgrounds. Dr. Nida is uniquely equipped to write this book because he is a well-known specialist in linguistics, anthropology studies, and the interpretation of the Christian faith, who worked with missionaries on translation problems for over thirty years. The development of the church is the real goal. The power of Jesus Christ working through his consecrated servants can sanctify all of life to the glory of God.