Throughout the Gospel of John, we see that Jesus is God and the reality toward which all of Israel's history points. Not only is He the Messiah, but He's also the Son of God who gives eternal life to everyone who believes on His name.
We see this reality through the signs and miracles He performs, and seven times He answers "I Am" when people question His identity.
He also uses His time on earth to introduce people to the new birth. By believing that He is the Messiah and God's son, they have eternal life and freedom from sin and are empowered to perform radical acts of kindness, generosity and selfless love as they listen to His voice and obey Him.