They grew up in a Mennonite family in Harrisonburg, Va., where their Grandpa started businesses, prayed with Ronald Reagan and gave them a book called Capitalism for Kids. They moved to Portland, Ore.—America’s least-churched city—set up shop in a defunct church and put their family-bred business sense to new use …

One day in June, as I walked to work, I saw a young mother pushing a stroller with one child, another child beside her and a dog following behind. Meanwhile, she was talking on a cell phone …