What Bethlehem Taught About Marketing Jesus

Around 2,000 years ago Bethlehem hosted the most spectacular event since, “Let there be light.”

It was completely unique; utterly new. Nothing like it had been done before, or since. It was the incarnation of the eternal Son of God in real human flesh and bone, the Son of Man, born to save us. It was the divine answer to the human problem.

But, who did God tell?

He let it go largely unnoticed.

Sure, an angel choir sang praises, but to whom?—just a few shepherds in the middle of nowhere. Just a few non-influencers at the edge of a podunk town in a backwater region of a disinterested empire.

The shepherds talked it up, sure. But all the response they got was that people wondered.

God did let two others, elderly Simeon and 84-year-old Anna, in on the big event. They astonished Joseph and Mary, making a big deal over Jesus when they brought him to the temple 40 days later. But nothing much came of it; they weren’t exactly movers and shakers in Jerusalem.

And, there were a few foreign star gazers (Magi), too. But they just showed up out of the blue, asked directions, and then, left without a word.

That was the extent of God’s big announcement.

One has to wonder, why.

Here’s my take:

Because Jesus isn’t a product.

Jesus isn’t God’s equivalent of a new iPhone to be beautifully packaged, merchandised, shipped, sold, and tracked.

God wasn’t measuring Jesus’ performance in the marketplace. He had no charts plotting Jesus’ market penetration. There were no graphs tracking Jewish versus Gentile uptake. Jesus wouldn’t need tweaking. He would never be re-branded. He didn’t come in multiple, market-sensitive packages.

He just came. He did His Father’s will. And He trained a few followers to tell the world about it.

No more angel choirs.

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So, here we are in our modern, free-market consumer society, and the message about Jesus has finally come to us. In ordinary, sometimes forced ways (your parents made you go to church, right?), the message, this gospel, is now our charge.

Will we pass it on as it was received?—in its biblical essence, unpackaged, unadorned?—at once both divine and earthy, glorious and offensive?

Or should we measure it, test it, tweak it for maximum relevance and appeal?—Because, after all, we know so much more about human nature now.

Given what Bethlehem taught about marketing Jesus, perhaps we should question the relevance of the question, “How do we make the message relevant?”

I hope I, we, can leave it alone, except to make it known.

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I’ll write more about how we often don’t leave it alone next time.

Grace and peace, Lon

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