The Cost of Following

What did Christ mean by what we read in Luke 14:26? (“If anyone comes to me and does not hate his own father and mother and wife and children and brothers and sisters, yes, and even his own life, he cannot be my disciple.) And why did He continue with the next verse? (Luke 14:27 Whoever does not bear his own cross and come after me cannot be my disciple.) What is the average cost to be a follower of Christ?
Mac Russell introduces the passage, before Dr. Hofman preaches.