The Man Nobody Knows

Jesus was multifaceted and people tend to project their own characteristics onto him. Barton is in advertising, so this chapter concerns Jesus’ advertisements that have endured for two thousand years as the most powerful influence in the world. Jesus was so adept at attracting the public’s attention because he understood the fundamental principle that good advertising is based on spreading good news, something his later churches have not been as successful at. A typical 24 hours in Jesus’ life was filled with front-page news: he healed a sick man, he claimed he could forgive people’s sins, he called a tax-collector to become a disciple, he dined with sinners, and he brought an apparently dead child back to life. Jesus advertised more by his works than his sermons. The current churches still do good works in Jesus’ name but receive little publicity. However, Jesus often worked in bustling, public marketplaces.

The current marketplace is the media: newspapers and magazines: “That every other voice should be raised in such great market-places, and the voice of Jesus of Nazareth be still—this is a vital omission which he would find a way to correct” (140). Jesus would advertise nationally today. Jesus’ parables exemplify advertising principles: “the parable of the Good Samaritan is the greatest advertisement of all time” (143). Jesus always provided a striking picture in the first sentence, used concise language, and conveyed a clear message in his parables.

Benjamin Franklin’s autobiography was the first outstanding American “success story.” Franklin read passages written by masters of the English language and tried to learn how to rewrite with no wasted words. All advertising men should study Jesus’ parables to learn their four powerful elements: first, they are compressed into a few words—like President Lincoln’s memorable, short Gettysburg Address; second, they use simple language with almost no multi-syllabic or qualifying words, so that even children can understand, and they use illustrations drawn from common life experiences; third, they are sincere—Jesus’ sincerity was paramount and he denounced the insincerity of Pharisees; and fourth, the same message is repeated in different stories—audiences need repetition to understand. Jesus told many parables conveying the same major idea: God is the Father of all humanity, not just a select few.

When 12-year-old Jesus was taken by his parents to Jerusalem, they found him authoritatively talking with the elders in the Temple. He answered his worried mother that he had to be working on his father’s business: “He thought of his life as business” (162). Barton raises the possibility that Jesus’s business philosophy could still work in today’s competitive world.

Jesus stated his principle for success to his disciples: to attain the highest place, you must be everyone’s servant. Although Jesus’ philosophy seems impractical, modern companies advertise their excellent service as if this principle is their new discovery—the “spirit of modern business” (165-166). Barton provides examples of successful individuals who embody Jesus’s philosophy on serving people, especially their customers. George W. Perkins, who rose to become a leading insurance executive, stated that by focusing on providing quality service instead of on his salary, he got rich. Henry Ford declared that men who focus only on making money, never earn very much. Ford set out to build the best and most affordable automobile for Americans and devoted his life to it, amassing a fortune as a result. Theodore N. Vail also succeeded by throwing his life into establishing American Telephone and Telegraph Company. Jesus said that losing your life enables you to find it and emphasized doing more than what is required. Barton gives the example of former New York Governor Hughes, who worked early and diligently, even while aboard a train, although he was already a prominent lawyer. Another of Jesus’ seemingly foolish business principles is that it is better to give than to receive. When H.G. Wells wrote The Outline of History, he noted six men (including Jesus) stood out in history because they gave much to the world and took little from it.

The main principles of Jesus’ business philosophy were: 1) To be great, provide great service; 2) To find life at the top, you must be willing to lose your life in devotion to service; 3) To be rewarded, do more than what is required. Judas sneered at these principles, making a deal with Jesus’ persecutors. Judas was like a small-minded, cynical businessman whose philosophy consists of only looking out for himself. Jesus referred to all of human life when he spoke of his father’s business; “Great progress will be made in the world when we rid ourselves of the idea that there is a difference between work and religious work” (179). This implies that anyone who works devotedly at a worthwhile calling is a co-worker with God.

False tradition has diminished the significance of Jesus’ life by ignoring the Scripture message that Jesus had to overcome human temptations. Like other small-town boys, Jesus had to venture out into an unknown world. Jesus had to face a number of crises, including the crowd’s demand that he become a king and deliver them from Roman tyranny. However, Jesus recognized that the spiritual truth that he had been called to declare would emancipate the world forever and he made the right decision to reject the temptation offered by the crowd. Barton argues that Jesus should be the silent partner in every modern company as he exemplified the idea that success consists of more than titles or wealth. Barton proposes that Jesus’s parable about a rich man who worked and hoarded to accumulate wealth but suddenly died, unprepared to meet God, should be published in all business journals. Drawing again on the Bible, Barton suggests that people who are too occupied with work can overlook what is truly important, just as the inn at Bethlehem was so busy that when the most momentous event in history—Jesus’ birth—knocked at its doors, it allowed no entry.

The final tests of a man’s life are how he bears disappointment and how he dies. For two years, Jesus’ work was dramatically successful and it appeared that Jesus would prevail: “He himself was sure of it” (193). Jesus’ message of truth—that men could gain eternal life and be transformed into God’s children—would surely sweep away opposition. His listeners in those days were deeply impressed.

Then it changed. When Jesus returned to his hometown of Nazareth, this community was the first to turn against him with envy and cynicism. The villagers doubted that anyone they had seen from childhood could achieve greatness. Even Jesus’ brothers did not believe him. Jesus’ best friend, John the Baptist, misunderstood Jesus’ different method of working and doubted Jesus prior to his own tragic death at the hands of King Herod. The execution of John the Baptist was a bitter omen for Jesus. The crowd of followers deserted Jesus when he told them that he had not come to fight Roman rule and restore the earthly kingdom of Israel. The people did not understand his spiritual mission; not even his disciples fully understood it.

Despite the growing antagonism which he knew would eventually kill him, Jesus continued fulfilling his calling and preaching his message in Jerusalem. Jesus exemplifies “courageous manhood” (213) and every man should read the final Gospel chapters at least annually. At the Last Supper, Jesus remained unbroken by the betrayals. Anticipating his death, Jesus is still a remarkable leader, uncomplaining and not indulging in fault-finding. He rejects the final, great temptation to escape and live the rest of his life in comfortable anonymity. Jesus did not want to die at the age of thirty-three, but his prayer to God “steadied his muscles” (217). Jesus met the arresting soldiers with calm dignity. Finally, the remaining eleven disciples deserted him and went into hiding. However, even when he was crucified on the cross, Jesus’ leadership inspired a crucified felon to salute him as a king.