You may well have heard people say things like, “I know this is unhealthy, but I do it anyway.” Like ‘rhetoric-reality’ gaps, statements like this reflect a mismatch between our beliefs and our behaviour. In psychology this is called ‘cognitive dissonance’. Such statements provide us not only with an opportunity for personal and spiritual growth, as we recognise our own incongruence and inconsistency, but also with a faith-sharing opportunity. According to Leon Festinger’s cognitive dissonance theory (1957), cognitive dissonance occurs when a person holds inconsistent beliefs, values, attitudes, or behaviours, creating psychological discomfort that motivates them to reduce the inconsistency. It is this motivation that creates potential opportunities for the evangelist, because as Festinger pointed out, people are most likely to reconsider beliefs when they perceive inconsistencies between their values, their behaviour, and their commitments. To harness this opportunity, we must first keep our ears open to what others are saying. Maybe today, watch out for the things that just don’t match!