He isn't prominent. He is preeminant.
The word "firstborn" crops up twice in Paul's description of Christ's role and place in the scheme of things. In the culture of the day, a firstborn son had the right to all titles, land rights, inheritance, and authority from his father. It is in this sense that Paul uses the word. God calls Jesus the "son of my love" and declares that he is preeminant in all creation and among those raised from the dead. He is exalted just as a "firstborn" son is--complete with all the authority that the word suggests, except his inheritance is all power, all authority, all creation. Paul wanted to be sure the Colossians understood the "enough-ness" of Christ. We need add nothing more to the word and person of Christ. He is all. Amazingly, he calls us his "friends" and has willingly taken up residence within us. The more we understand the magnitude of what God has done in Christ, and the more we appreciate the willingness of Christ to humble himself on our behalf, the more irresistable He becomes. Wiersbe tells a fascinating story of D.L. Moody, which I will quote here because it was so good:
In 1892, the World's Columbian Exposition was held in Chacago, and more than 21 million people visited the exhibits. Among the features was a "World Parliament of Religions," with representatives of the world's religions, meeting to share their "best points" and perhaps come up with a new religion for the world.
Evangelist D. L. Moody saw this as a great opportunity for evangelism. He used churches, rented theaters, and even rented a circus tent (when the show was not on) to present the Gospel of Jesus Christ. His friends wanted Moody to attack the "Parliament of Religions," but he refused. "I am going to make Jesus Christ so attractive," he said, "that men will turn to Him." Moody knew that Jesus Christ was the preeminant Savior, not just one of many "religious leaders" of history. The "Chicago Campaign" of 1893 was probably the greatest evangelistic endeavor in D.L. Moody's life, and thousands came to Christ.