Selling an Unsellable Product

The gospel is frequently seen as the most difficult concept to disseminate in the world. Jesus, recognizing its deep significance, presented the gospel to a society burdened with numerous issues, commonly associated with introversion. The gospel signifies the dissemination of knowledge regarding the Kingdom of God. Jesus used a variety of parables to demonstrate the value of the Kingdom, while carefully protecting this valuable knowledge from those with malicious intent. Truly, the Kingdom of God is considered so precious that it warrants the selling of all one’s belongings, as its worth is beyond any earthly measure.

“Again, the kingdom of heaven is like treasure hidden in a field, which a man found and hid; and for joy over it, he goes and sells all that he has and buys that field Again, the kingdom of heaven is like a merchant seeking beautiful pearls, who, when he had found one pearl of great price, went and sold all that he had and bought it” (Matthew 13:44-46 NKJV).

Considering the product’s distinctive characteristics that defy traditional marketing tactics, Jesus was forthright about the required strategy. Although instinct might compel one to share with friends upon realizing the Kingdom’s worth, this approach is often ineffective. This realization prompted Jesus to move to Galilee after seeing that those in His hometown could not understand. This illustrates the contrast between physical and spiritual understanding. Nevertheless, the best method to spread the gospel was unveiled through another profound parable, whose importance He clarified to His disciples.

On the same day, Jesus went out of the house and sat by the sea. And great multitudes were gathered together to Him, so that He got into a boat and sat, and the whole multitude stood on the shore. Then He spoke many things to them in parables, saying: “Behold, a sower went out to sow. And as he sowed, some seed fell by the wayside; and the birds came and devoured them  Some fell on stony places, where they did not have much earth; and they immediately sprang up because they had no depth of earth. But when the sun was up they were scorched, and because they had no root they withered away. And some fell among thorns, and the thorns sprang up and choked them. But others fell on good ground and yielded a crop: some a hundredfold, some sixty, some thirty. He who has ears to hear, let him hear!” (Matthew 13:1-9 NKJV)

Jesus cherished all who came to hear His teachings. The listeners would not easily understand the parable mentioned. After the conclusion of that parable, He stated, “Let the one who hears, listen.” Jesus was always aware of the spiritually inclined among those who would be physically inclined, wherever He went. His messages were intended for the Sons of God, those with spiritual ears, as opposed to those with merely physical ears, characterized as sons of men. Only those with spiritual ears would grasp the mystery of the parable.

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Amazed by His teaching approach, the disciples felt compelled to inquire why He did not address the crowds directly. As followers, grasping every aspect was crucial for them. They sought to understand the impact of such a teaching method to possibly employ it themselves when suitable. They recognized that the audience He addressed differed from them, yet they were aware of Jesus’ impartiality. The majority gathered around Him, eager for the Kingdom of God, and shared the same humanity as the disciples. In response to their query, He explained the purpose behind teaching in parables.

And the disciples came and said to Him, “Why do You speak to them in parables?” He answered and said to them, “Because it has been given to you to know the mysteries of the kingdom of heaven, but to them it has not been given. For whoever has, to him more will be given, and he will have abundance; but whoever does not have, even what he has will be taken away from him. Therefore I speak to them in parables, because seeing they do not see, and hearing they do not hear, nor do they understand. And in them, the prophecy of Isaiah is fulfilled, which says:

‘Hearing you will hear and shall not understand,
And seeing you will see and not perceive;
For the hearts of these people have grown dull.
Their ears are hard of hearing,
And their eyes they have closed,
Lest they should see with their eyes and hear with their ears,
Lest they should understand with their hearts and turn,
So that I should heal them.’

But blessed are your eyes for they see, and your ears for they hear; for assuredly, I say to you that many prophets and righteous men desired to see what you see, and did not see it, and to hear what you hear, and did not hear it” (Matthew 13:10-17 NKJV)

Large numbers of people may be drawn to listen to the gospel by a charismatic preacher, yet this does not ensure their understanding of the mysteries of God’s Kingdom. The gospel is perceived by those for whom it is meant. Others may listen but not comprehend its message. The most striking statement is Jesus’ proclamation: “For whoever has, to him more will be given, and he will have abundance; but whoever does not have, even what he possesses will be taken away from him.” When one is devoted to carnal desires, tipping the balance towards being a son of man, they stand to lose even what they had.

While large crowds were attracted to Jesus because of His miraculous deeds, those focused on the physical would ultimately lose even what little they had. It is often said that the purpose of preaching in parables is to enhance understanding, yet Jesus suggested otherwise. A distinction exists between the spiritually minded and the physically minded. Parables cannot be comprehended by the physically minded, who often form the majority. This is why the gospel is not an easy message to convey. Individuals who initially seem promising due to their limited understanding eventually become disenchanted.

Predicting how many individuals will be attracted to Christ through the gospel is impossible. The parable of the sower is unique as it is perhaps the only one whose meaning Jesus explained to his disciples. However, the depth of His words may still perplex those focused on the tangible. Humans often exhibit more self-confidence than a readiness to understand. This assurance, often reinforced by arrogance, leads them to believe they fully understand what is communicated. In truth, the explanation of the parable of the sower clarifies the whole idea.

“Therefore hear the parable of the sower: When anyone hears the word of the kingdom and does not understand it, then the wicked one comes and snatches away what was sown in his heart. This is he who received seed by the wayside. But he who received the seed on stony places, this is he who hears the word and immediately receives it with joy; yet he has no root in himself, but endures only for a while. For when tribulation or persecution arises because of the word, immediately he stumbles. Now he who received seed among the thorns is he who hears the word, and the cares of this world and the deceitfulness of riches choke the word, and he becomes unfruitful. But he who received seed on the good ground is he who hears the word and understands it, who indeed bears fruit and produces: some a hundredfold, some sixty, some thirty” (Matthew 13:18-23 NKJV).

Jesus indicated that the primary barrier to embracing the gospel is misunderstanding. The ‘wicked one,’ clearly identified as the devil, arrives to prevent the individual from seeking clarity. The hallmark of this ‘wicked one’ is pride, which hinders understanding. Instead of pursuing comprehension, pride deludes individuals into believing they possess all knowledge, thus obstructing their quest for further insight. Only the humble can truly yearn to learn more, as the proud are often too self-assured to acquire new knowledge.

The next example is the seed sown on rocky ground. These individuals might show great interest and falsely assure their commitment, yet their engagement is not enduring. It is crucial to understand that if a seed is unable to spread its roots due to rocky soil, the plant is likely to perish naturally. A person may initially show interest upon first understanding the message. However, this individual often lacks the depth and determination to move beyond their initial excitement. This describes a person who cannot endure in the face of trials.

The next example is intriguing, as it contrasts with a seed falling on rocky ground, where the soil is insufficient. When a seed lands on thorny ground, the initial growth may be impressive, and the soil fertile. Yet, the worries of life and the lure of wealth suffocate the message, rendering it fruitless. Such an individual may seem unaffected, remaining firm in their faith. However, the issue lies in the absence of fruitfulness. This could represent someone deeply involved in business pursuits, gaining societal prominence, for instance. How then, can this individual set aside such endeavours to devote themselves to ministerial work?

This narrows it down to the rare individuals whose comprehension and dedication are unobstructed. These individuals are not hindered in growth and are characterized as yielding fruit in differing amounts. The sower’s role does not extend beyond scattering the seed upon the fertile land. The subsequent fate of the seed is beyond the sower’s control. Nonetheless, the fertile earth allows the seed to flourish and yield abundantly. The narrative does not detail any further nurturing or chase by the sower.

The sower is often interpreted as Jesus Himself, who entrusts His servants with the task of spreading the seed. He allows the seed to land on different types of ground, ensuring that no one claims responsibility, other than the hearer. To those whom He healed physically, Jesus frequently said that it was their faith that made them well. Beyond merely hearing the word, it requires personal belief to take the next step. The action that any person takes, after hearing the word, depends on their own situation, be it rocky, thorny, or fertile ground.

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The parable of the sower illustrates that the impact of the gospel message is determined solely by Jesus Christ, not by any human. The limitations of those who hear the preaching are unknown to physical humans, who can only see the external appearance. This implies that one should not limit the potential audience for the gospel’s reception or rejection. Unlike conventional marketing, which targets resources towards the most promising areas, spreading the gospel involves indiscriminately sharing the word without assessing the likelihood of success. I can think of no more challenging endeavour than that, in terms of human considerations.

Jesus said: “No man can come to me, except the Father who sent me, draws Him” (John 6:44) Also, after Peter had identified Jesus as Christ, Son of the living God, Jesus said flesh and blood had not revealed such a mystery to Peter (Matthew 16:17). Where does all this leave physical humans, on matters of preaching the gospel? Humanly speaking, God’s servants are incapacitated. No physical person can be pointed at, as being responsible for failures or successes in preaching the gospel. But those hearing and responding positively are expected to produce the fruits in various quantities.

Every Christian must recognize that they cannot fault others for not fulfilling expectations but rather acknowledge that Jesus bears the ultimate responsibility. Those who encounter the gospel, through any form of media, are left with the responsibility. They may either wither, due to insufficient grounding, be overwhelmed by worldly concerns, or bear ample fruit. It seems that no individual is charged with guaranteeing that each person acts as they ought to, given their situation. The divine authority alone seems accountable for the final outcomes resulting from spreading the gospel.

Concerns about recognition for doing God’s work are unnecessary. The impact of our modest efforts, given our constraints, depends entirely on God’s communication with the individuals touched by our efforts. Our paramount duty is to pass away having knowingly accomplished the responsibilities God has assigned to us. It’s understandably disheartening to witness what seems like stubbornness from those around us. It was likely even more disheartening for Jesus to witness Judas Iscariot’s betrayal. Ultimately, the results of spreading the gospel are in divine hands, not ours.

The significant insight presented on this website is the division of humanity into two lineages. Those who embrace humility and are open to divine principles are termed Sons of God. In contrast, those who cling to their comforts are labelled as sons of men. It is a personal choice to align with either group, as it appears that God allows each individual to decide based on their judgment, without coercion, reflecting the belief that not even Jesus Christ imposed salvation.

Andrew Masuku is the author of Dimensions of a New Civilization, laying down standards for uplifting Zimbabwe from the current state of economic depression into a model for other nations worldwide. A decaying tree provides an opportunity for a blossoming sprout. Written from a Christian perspective, the book is a product of inspiration, bringing relief to those having witnessed the strings of unworkable solutions––leading to the current economic and social decay. Most Zimbabweans should find the book as a long-awaited providential oasis of hope, in a simple conversational tone.

The Print copy is now available at Amazon.com for $13.99

Also available as an e-copy at Lulu.com  for $6.99

 

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