With all the twists and turns that led to his vocation, Chuck Proudfit might never have gotten there without the quest for more efficient toilet paper.

He was fresh out of college working for Procter & Gamble at the time. The company had scooped up the gifted entrepreneur after he graduated from Harvard. Proudfit had already launched a laser-printing business when he was a sophomore, selling it to Harvard upon graduation. Now he was on the fast track in the Cincinnati headquarters of Procter & Gamble. And one of his first jobs was to oversee a project whose objective was to fit fewer sheets on a toilet paper roll.

And then, he says, he had "a meltdown." Surely, he thought, there was more to life.

He pursued that "more" while he advanced in the business world over the next decade. That journey included running a large division of the Gallo wine empire on the West Coast, then returning to Ohio as a high-level manager for LensCrafters. All the while, he was reading voraciously about the major religions, searching for the truth.

He finally discovered it, he says, in Christ. Proudfit says he was eager to "apply my new faith to every area of my life, including my work." But when he looked to his church for guidance, he was stymied.

"The local church doesn't deal much with everyday realities for the working people in the pews," he laments. So, "more out of exasperation than inspiration," Proudfit founded the Cincinnati-based marketplace ministry At Work on Purpose (AWOP).

That AWOP formed independently of the church is common, says Princeton University scholar David W. Miller. Author of God at Work: The History and Promise of the Faith at Work Movement, ...

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