Competition in the internet age has become fierce. Increasingly, companies are developing creative ways to attract customers. Take Subaru, for instance. Subaru owners are famously loyal, so the company has invited “Subbie superfans” to become “brand ambassadors” of the vehicles.

The company’s website says, “Subaru Ambassadors are an exclusive group of energetic individuals who volunteer their passion and enthusiasm to spread the word about Subaru and help shape the future of the brand.” The company wants Subaru ownership to become a part of people’s very identity—something they’re so passionate about that they can’t help but share.

In 2 Corinthians 5, Paul describes a different “ambassador” program, one of inviting others to follow Jesus. “Since, then, we know what it is to fear the Lord, we try to persuade others” (v. 11). Paul then adds, “He has committed to us the message of reconciliation. We are therefore Christ’s ambassadors, as though God were making his appeal through us. We implore you on Christ’s behalf: Be reconciled to God.” (vv. 19–20).

Many products promise to meet deep needs, to give us a sense of happiness, wholeness and purpose. But only one message—the message of reconciliation entrusted to us as believers in Jesus—is truly good news. And we have the privilege of delivering that message to a desperate world.