10:00, 2:00 & 4:00

“At 10-2 And 4 0’Clock”

The 10, 2, and 4 0”Clock was the Dr. Pepper trademark when it launched in Waco, Texas in 1885. The marketing plan was that people suffered from low energy at 10:00 AM, at 2:00 PM and at 4:00 PM. Drinking a Dr. Pepper was just the ticket, it was the right fix.

dr pepper bottle

10, 2, & 4

To the Old Testament scholar, those numbers mean something else.

  • 10 spies gave a faithless report
  • 2 spies gave a faithful report
  • Israel sided with the 10 and died in the desert for 40 years
  • 10, 2, and 4

The Twelve

God told Moses to send twelve spies into Canaan. Moses did. The twelve were selected from the twelve tribes, each tribe determined who their representative would be. 

After forty days, they returned. Their report was rock solid. All were equally on board. Canaan was everything they had been promised: land for flocks, for farming, and for orchards. It was in deed a fertile and fruitful place, “flowing with milk and honey.”  AMEN

Their report on the land was unanimous. Their recommendation about what to do was divided with passion and extreme prejudice.

  • The 2 said, “Take It.”
  • The 10 said, “Abandon It.”
  • The 600,000 fighting men who left Ramses said, “We support the ten.”

Death In The Desert

They wandered the desert for forty years, one year for each day they were in Canaan. Everybody age 20 and older died.

Some Observations

  1. Be careful who you ask to lead you.
  2. The 2 spies, Joshua & Caleb, entered Canaan, but had to wait 40 years.
  3. Poor leadership can cause even the best people to suffer.
  4. Individuals are smart, capable, and make good choices.
  5. The mob usually fosters fear, anxiety, and chaos.

To Close

I think it’s hard to tell who will be a fearless leader and who won’t. But its safe to say that 84% of the people we elect, choose, or ask to lead, are not the 16%.

Which group am I in? Which are you?

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