Rua claimed to be the new Christ, the son of Jehovah, and said that no one who joined him would die. He called himself Te Mihaia Hou, the New Messiah. Rua owed his power to the great skill with which he applied the scriptures to the day today events in the lives of those who believed in him. His prophetic sayings (nga kupu whakari) gave meaning to a harsh existence, and offered hope to the future. He attempted to create a new system of land ownership and land usage. He organised a strong communal basis in all the settlements he founded but also emphasised the concept of family ownership of property. He cast aside all traditional Māori tapu practices and replaced them with new forms specifically associated with the faith in himself as the Promised Messiah. His followers vested their lands in Rua and he had these surveyed and sold back to them. The settlement was administered by the prophet's own parliament. He also formed a Māori mining company to exploit the mineral resources of the Urewera. At the prophet's command, 5 miles of forest were cleared and a prosperous farming community grew up under his leadership. Rua acted as his people's banker and took tithes of all they earned. In return, he gave them a prosperity they had never before known.