What People Believe

Seth Godin, an astute observer of human behavior as a marketer, says this:

"People don't believe what you tell them.
They rarely believe what you show them.
They often believe what their friends tell them.
They always believe what they tell themselves."

If you accept these four statements as true (and I think there is truth in them), what do we need to do in our teaching to help people believe the Truth from the Source of Truth?