The Package is the Product

Theologians deal with spiritual (and sometimes historical) truth. But they tend to miss out on one key truth: That there is no division between the (ecclesiological, theological, spiritual) product and its packaging.

Yes, the design of the book cover matters. No, never drone out a theory or sermon as if your listeners were bots. Yes, what participants do (and don't do) - even in a 'serious' conference - makes a difference. No, the academic content alone doesn't hack it. Yes, mood and timing and hunger affect an audience's receptiveness to even the most ground-breaking paper ever presented.

The product may be eternal. But packaging is incarnational.