This paper will focus on Luke 12:16-21, which is one of the most important episodes concerning Jesus' teaching on possession in the Gospel of Luke. Most scholars investigate this episode in the light of Jewish wisdom. However, they neglect the immediate context of this episode and the intertextuality between this episode and Greek moral exhortation. This paper will add to the discussion on these two approaches and attempt to present how Luke, the gospel writer in Greco-Roman society of the first century employs Greek moral exhortation to deliver the principles of discipleship to rich Christians of the Roman Empire in Luke 12:16-21.