Poor in Spirit

Seeing the crowds, he went up on the mountain, and when he sat down, his disciples came to him. And he opened his mouth and taught them, saying: “Blessed are the poor in spirit, for theirs is the kingdom of heaven.” (Matthew 5:1-3 ESV).

 

Have you noticed how our culture continues to magnify status? We see it subtly messaged in virtually every part of our nation. Let me suggest just one example. Frosted Flakes were first introduced in the United States in 1951 as Sugar Frosted Flakes. In 1952 Frosted Flakes used a tiger named Tony to be the official mascot and has been the mascot ever since. It quickly became the most popular cereal in America. A 1958 ad for Kellogg’s Frosted Flakes encouraged consumers to “Put a Tiger on Your Team.” Also in 1958, Tony the Tiger and Frosted Flakes joined Hannah Barbara characters to promote the cereal. In 1974 Frosted Flakes celebrated the Chinese year of the Tiger with Tony the Tiger. In that same year the phrase “they’re great!” was introduced. Beginning in the 1980’s untill the present Tony the Tiger became the face of youth sports amongst cereal brands. They transitioned their marketing to promoting healthy lifestyles for kids by eating Frosted Flakes and playing sports. This transition made Tony the tiger one of the most recognizable cereal box characters in the United States. They have been using this advertising model for the last 3 decades. The message is if you want to be great, you need to eat a great cereal.

 

Don’t get me wrong… I really like Kellogg’s Frosted Flakes! However, the messaging of their advertising is not that of Jesus in the Beatitudes. They say the way to being “great” is through what you do. In this case the doing involves what you eat. Jesus’ message is the way to greatest is through being “poor in spirit.” The meaning is clear. We must recognize that real greatness comes from outside of ourselves. It can only be found in our relationship to God through Christ.

 

For millennia people have thought and taught that true greatness comes from our working for it. If we work hard enough to meet our goals, we will achieve them is the common wisdom because “God helps those who help themselves.” That’s simply not the truth of the Scripture. Happiness isn’t for those who think they can earn it. It’s not for those who come to Jesus with a long list of achievements. It’s for those who are empty, broken, and spiritually bankrupt. The kingdom of heaven belongs to people who admit they have no way to enter in without God’s help. He offers new life, full and free, to all who trust in his power to save. God does not reward laziness, but He grants mercy and grace to those who know their pitiful status as sinners and come to Him.