The Chop-O-Matic was the star. It was, after all, an innovation. It represented a different way of dicing onions and chopping liver: it required consumers to rethink the way they went about their business in the kitchen. Like most great innovations, it was disruptive. And how do you persuade people to disrupt their lives? Not merely by ingratiation or sincerity, and not by being famous or beautiful. You have to explain the invention to customers — not once or twice but three or four times, with a different twist each time. You have to show them exactly how it works and why it works, and make them follow your hands as you chop liver with it, and then tell them precisely how it fits into their routine, and, finally, sell them on the paradoxical fact that, revolutionary as the gadget is, it’s not at all hard to use. – Malcolm Gladwell explaining the advent of the RonCo Chop-O-Matic in his book What the Dog Saw
The gospel is an innovation. It shows a different way of being human that requires us to rethink the way we go about all of life. It is disruptive. It needs explanation and demonstration. And it really is not all that hard to use.