Moses was tending the flock of his father-in-law Jethro in the wilderness when he came to Horeb, the mountain of God. There, the angel of the LORD appeared to him in a flame of fire from within a bush. Though the bush burned, it wasn't consumed. When Moses turned aside to investigate this strange sight, God called to him from within the bush, warning him not to come closer and to remove his sandals because he was standing on holy ground. God identified Himself as the God of Moses' ancestors — Abraham, Isaac, and Jacob. Afraid to look at God, Moses hid his face.

God explained why He had appeared. He told Moses that He had seen the affliction of His people Israel in Egypt, had heard their cries under the cruelty of their oppressors, and that He had come down to deliver them from Egyptian bondage and bring them to a good and spacious land — a land "flowing with milk and honey." God made clear that the suffering of Israel had reached Him and that the time for action had come.

God then delivered His charge to Moses directly: Moses was to go to Pharaoh and lead the Israelites out of Egypt. Moses questioned why he of all people would be chosen for such a task. God answered with a promise — "Certainly I will be with thee." God also gave Moses a sign: After bringing the people out of Egypt, they would worship God on that very mountain.

Moses then asked what he should say when the Israelites asked for the name of the God who sent him. God responded with the profound self-declaration, "I AM WHO I AM," instructing Moses to tell them that "I AM" had sent him. God further identified Himself as the LORD — the God of Abraham, Isaac, and Jacob — and declared that this was His eternal name that was to be remembered throughout all generations.

Finally, in Exodus 3, God laid out a detailed plan of action. Moses was to gather the elders of Israel and tell them that God had appeared to him and promised to bring them out of Egypt to the land of Canaan. God predicted that the king of Egypt wouldn't let them go, but God would stretch out His hand and strike Egypt with great wonders, after which Pharaoh would relent. God also promised that the Israelites wouldn't leave empty-handed; they would be given favor in the eyes of the Egyptians and would carry away silver, gold, and clothing — effectively plundering Egypt on their way out.