When brother Francis wanted to say the name of Jesus, his biographer Thomas de Celano recounts, he would sometimes use the phrase 'child of Bethlehem' and when he said Bethlehem, the pure joy of saying it would make him bleat like a sheep: 'Beeeeeeeethleheeeeeeem'. An he would lick his lips as if he was tasting some sweet thing.

In the time of Francis Europe was going through a massive commercial revolution. Business was challenging the state and the religious system. People were catholics but they just went through the motions. Somehow Francis succeeded to convert people who already thought they were christians, to sort-of renew their faith. He did not just succeed, he is generally recognized as the biggest religious genius Europe has ever produced. Also he successfully showed people the harmful side of business by demonstrating the virtue of poverty in such a manner that the locals viewed him with astonishment and laughter. How did he do it? He tapped into peoples direct experience by inventing the Christmas-stable, taking live animals into church. Also he did jackass-like challenges and stunts, he had himself dragged through town behind a wagon because he ate a piece of chicken. He threw rocks at other holy-men. Could be seen talking or praying to rocks, birds, flowers etc. He was a show-man, singer songwriter, performance artist, Jesus-impersonator[1], dancer, poet, fake-instrument player, animal-trainer and village-idiot. He never told people what to do he just showed them relying completely on his intuition, and he was extremely successful.

[1]The view of brother Francis as a hilarious Jesus impersonator and performance artist, has been put forward by the dutch writer Kees 't Hart, in a booklet about what he calls 'the disease that is admiration'. (or translated as veneration perhaps)

More on Saint Francis as a patron saint of ecology, in the last paragraph on this page: http://www.siena.edu/ellard/historical_roots_of_our_ecologic.htm)