(Time.com
) -- In three of the Gospels, Jesus warns that each of his disciples may have to "deny himself" and even "take up his Cross."
In support of this prediction, he contrasts the fleeting pleasures of today with the promise of eternity: "For what profit is it to a man," he asks, "if he gains the whole world, and loses his own soul?"
Generations of churchgoers have understood that being Christian means being ready to sacrifice. But for a growing number of Christians, the question is better restated, "Why not gain the whole world plus my soul?"
For several decades, a philosophy has been percolating in the 10 million-strong Pentecostal wing of Christianity that seems to turn the Gospels' passage on its head. Certainly, it allows, Christians should keep one eye on heaven. But the new good news is that God doesn't want us to wait.
Known (or vilified) under a variety of names -- Word of Faith, Health and Wealth, Name It and Claim It, Prosperity Theology -- its emphasis is on God's promised generosity in this life. In a nutshell, it suggests that a God who loves you does not want you to be broke.
Its signature verse could be John 10:10: "I have come that they may have life, and that they may have it more abundantly." In a Time poll, 17 percent of Christians surveyed said they considered themselves part of such a movement, while a full 61 percent believed that God wants people to be prosperous.
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