Rich Wilkerson discusses the concept of the cost of following Jesus, contrasting it with his personal experiences of shopping for Christmas gifts. He recalls how salespeople would assess his ability to pay, but notes that Jesus asks how much one is willing to sacrifice instead. Wilkerson references a pivotal book by George Verwer, "Come Live Die," which emphasizes the total commitment required to follow Jesus, encapsulated in the call to "deny themselves and take up their cross." He pays tribute to Verwer, who recently passed away, highlighting his lifelong dedication to living for Jesus and his impact through Operation Mobilization, leaving a legacy of thousands of missionaries and millions of converts. Wilkerson concludes by urging listeners to consider the deep commitment required when choosing to follow Jesus, summarized in the phrase "Come, live, die."