On the same day we received two pieces of mail from companies wanting our business. On the outside of one envelope it said: “IMPORTANT OFFER FOR PAST CUSTOMERS.”



Even though each offer was marked “IMPORTANT,” I discarded both of them.

We are so bombarded daily with sales appeals that it really takes a creative marketer to come up with a pitch that truly grabs our attention.

Yet we know some things are highly important—some far more so than others.

Jesus’ perspective

What do you suppose Jesus would consider of supreme importance? We don’t have to wonder.

By studying His life and teachings we can see clearly what stood out for Him above all other claims.

“My food,” He said, “is to do the will of Him who sent Me and to accomplish His work” (John 4:34).

“But seek first His kingdom and His righteousness, and all these things [daily necessities] will be added to you” (Matthew 6:33).

“Do not store up for yourselves treasures on earth . . . . But store up for yourselves treasure in heaven . . . for where your treasure is, there your heart will be also” (Matthew 6:19-21).

Are His priorities our priorities? Are His values ours?


Scripture quotations taken from the NASB:

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The Message

Probably not too important


When I answered my phone, I heard, “Please hold for an important message. Please hold for an important message. Please hold for an important message.”

This continued about ten times, followed by silence, then a dial tone. I never received my important message! A glitch prevented it from getting through.


Messages about the dangers of smoking, overeating, or lack of exercise are conveniently ignored. How easy to turn a deaf ear if it requires a major change–even if our very lives are at stake!

Most Important!!!

Likewise, God’s message is easily ignored. And yet it is the Most Important Message of All! Like health warnings, it calls for major changes in our thinking and behavior. If I’m not willing to change, I can easily ignore the message–even if my very soul is at stake–and it is.

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