The title of the book is taken and John touched on this specifically from the posture that Jesus took in culture. Each side tried to co-op Jesus to be a part of their thing just like Democrats and Republicans so consequently he wasn't trying to win  the way everybody else was trying to win it. He actually came to lose on purpose with a purpose, therefore two thirds of the world's population views him as divine today. We're off brand on more than just our faith we're off brand as business leaders tell me the concept behind not in it to win it I want to win.