To change how people think, you need to go at people in full surround sound. They need to see how new models work in specific contexts. The really revolutionary innovations—the ones that change the world—need to be explained before they can be accepted. They need to be experienced before they can be believed. And they need to be communicated repeatedly. Just when you think, “Surely they are sick of me saying this,” you find you need to explain it again. Shifts in how we think don’t happen overnight, any more than eating a single lettuce leaf will make you thin.
