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.