The Cross represented humiliation, torture and death for First Century Christians, and this is what Jesus asks us to embrace. Doesn't seem like a very effective marketing campaign to get new recruits. Jesus is teaching us that being a Christian is not easy, but rather comes with a cost: you are called to lose your life in love.
For reflection:
What's most intimidating about this Lent? about following Christ?
What false idol has got the greatest hold on you: pleasure, power, wealth, honor?
What keeps you from truly living for Jesus in the world?