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Tzav: Marketing 101 · A Thought for the Week

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  Speaker 1: Welcome to a Thought for the Week, a Torah in
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  Speaker 1: Motion podcast. I'm Jake Hellman, founding director of Torah in Motion,
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  Speaker 1: and it's a pleasure to have you here with us
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  Speaker 1: in celebration of the thirteenth cycle of daf Yomi, the
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  Speaker 1: completion of the daf Yomi Segu, which took place in
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  Speaker 1: January twenty twenty. I saw an article written by zebby Reinitz.
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  Speaker 1: I don't know who he is. I think he works
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  Speaker 1: in marketing, as we'll see, and he spoke about the
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  Speaker 1: marketing genius of ravemeyor Shapiro, the who came up with
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  Speaker 1: the idea of da Yomi that people should study one
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  Speaker 1: page of Talmud every day. It takes seven and a
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  Speaker 1: half years and you'll finish the entire Talmud. It's a
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  Speaker 1: fascinating article. I'll just highlight some of the marketing points
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  Speaker 1: he made that Hero clearly understood. He said Number one.
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  Speaker 1: He pitched his ideas to major influencers. So this idea
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  Speaker 1: was presented at a Good at Israel conference in nineteen
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  Speaker 1: twenty three in Vienna August twenty twenty three, and at
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  Speaker 1: the conference where the who's who of the rabbitet don't
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  Speaker 1: just mention the rapitz Raimimo Razinski, the Ghea Rebbi, and
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  Speaker 1: these were the people who he presented the idea too.
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  Speaker 1: If you want an idea to catch on, you need
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  Speaker 1: influenzial people to promote it, and it's hard to get
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  Speaker 1: more influential people than they. And it was actually the
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  Speaker 1: Ghera Rebbi who on Russia, Shana learned brahot page two
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  Speaker 1: dot bait that gave the Da f Yomi its beginning
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  Speaker 1: number two. He had a great elevator pitch. I don't
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  Speaker 1: know if they had any elevators in Vienna at the conference,
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  Speaker 1: but at a great elevator pitch. It was simple, easy
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  Speaker 1: to understand and powerful. One page a day, every day.
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  Speaker 1: That's it. That's what Da f Yomi is. Easy to sell.
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  Speaker 1: He told the story selling an experience, not a product.
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  Speaker 1: He was telling what people would benefit from it, a
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  Speaker 1: story that makes it, of course, much more attractive to people.
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  Speaker 1: Long before Steve Jobs, he pre sold his product. You know,
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  Speaker 1: they used to announce the Apple Phone is coming out
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  Speaker 1: in two weeks so people you know would line up.
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  Speaker 1: So he announced his idea on August nineteenth, twenty twenty three,
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  Speaker 1: with the launch date of September eleventh, twenty twenty three,
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  Speaker 1: Russia Shanna five six eight four. Unfortunately September eleventh has
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  Speaker 1: other associations, but the much better association is that was
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  Speaker 1: the launch date almost a month later, three weeks later,
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  Speaker 1: and that so people could get excited and do that.
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  Speaker 1: And then to other ideas he made. I'm not even
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  Speaker 1: mentioning all the ideas he says. He didn't sell just
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  Speaker 1: the product. Who created a platform now there was He
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  Speaker 1: wasn't just selling the products so daf Yomi to the consumer,
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  Speaker 1: but he enabled producers of daf Yomi to create all
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  Speaker 1: kinds today apps and of course the most important one
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  Speaker 1: the translation of the Talmud, you know is clearly it's
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  Speaker 1: hard to say disconnect it from Dafyomi. The power, the
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  Speaker 1: influence really of the arts grow translation Talmud later the Koran.
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  Speaker 1: And one other idea that he mentioned is he challenged
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  Speaker 1: old ways of thinking new paradigms it used to be.
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  Speaker 1: And that's the way it was that Tomwood was only
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  Speaker 1: for scholars only the elite of the elite. Two three
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  Speaker 1: percent of people had studied Tumwood, and he said, no,
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  Speaker 1: it's for everybody. And Mark ashm it really is for everybody,
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  Speaker 1: I'm sure, way beyond retra mayorship here or dream people
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  Speaker 1: who study talmud. It's really quite an amazing idea. I
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  Speaker 1: thought that was really quite a fascinating article about the
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  Speaker 1: marketing of daf Yomi. Raverer. Shapeer himself was a very
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  Speaker 1: charismatic figure. He clearly was had many interests. He was
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  Speaker 1: a member of the Polish Parliament, so he was apparently
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  Speaker 1: a fantastic order organizers. So clearly he I doubt he
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  Speaker 1: studied marketing and university, but he clearly had some ideas.
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  Speaker 1: It's not very nice. But what does this have to
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  Speaker 1: do with parshat Sub. This, after all, is a partial podcast,
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  Speaker 1: so maybe, uh, you know, Parsha sub is a kind
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  Speaker 1: of a hard partia to come up with to our tourist.
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  Speaker 1: So maybe this is a nice thing to say, but
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  Speaker 1: hopefully there's more to that. So we'll start. We have
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  Speaker 1: an idea that we have on Pasak and Khanika and
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  Speaker 1: purium and parshat Sub is always read on a non
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  Speaker 1: leap here on the shabs before before pessak and shove
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  Speaker 1: us shove us, I got old and that's the idea
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  Speaker 1: of pursuing a nissa that's in the publicizing the miracle.
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  Speaker 1: We know that on kanaka lights we like them in
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  Speaker 1: theory outside or today maybe by the way we want
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  Speaker 1: to publicize the miracle. That's the shasatano by Ami Mahim
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  Speaker 1: as man as that we have to let people know
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  Speaker 1: about the miracle, and that's why everybody's obligated the same thing.
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  Speaker 1: Pourim has the same of pursuing Nissa, and the Kamara
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  Speaker 1: says the Araba coast, the four cups of wine we
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  Speaker 1: drink on the Pesak Sator is to publicize the miracle
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  Speaker 1: of Jewish survival. All these stories represents threats to Jews
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  Speaker 1: and to Judaism, and we thank God for protecting us.
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  Speaker 1: I'm still not quite at the partia yet. It's the
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  Speaker 1: fact that it's a red cloth that we need a
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  Speaker 1: little bit more than that. But that's that is an
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  Speaker 1: important concept we have that does connect a little bit
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  Speaker 1: of Parsia. More so, this idea of pursuing Nissa really
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  Speaker 1: has its one of its origins in this week's Parsia,
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  Speaker 1: and that is the Corpunoda, the Thanksgiving offering. We know
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  Speaker 1: much of a Jeker, especially in the beginning parts, talk
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  Speaker 1: about the various types of sacrifices and one of the
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  Speaker 1: very nicest sort of and not for sin, not for
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  Speaker 1: anything wrong, for only good things. Is the corpuentoda a
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  Speaker 1: thanksgiving offering, also the idea of saying thank you to
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  Speaker 1: God for protecting us, the tomb would say, and they
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  Speaker 1: can meet in for all kinds of you get into
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  Speaker 1: medical school, you want the lottery, you got a promotion, whatever,
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  Speaker 1: you want to say thank you, So instead of taking
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  Speaker 1: a bunch of friends out for dinner, you take him
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  Speaker 1: to Jerusalem and you share with the Kohanim and you
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  Speaker 1: have a big feast. You eat an animal and with
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  Speaker 1: bread and all kinds of fancy stuff of bread, wine, meat,
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  Speaker 1: and you have a nice meal. To turn the thank
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  Speaker 1: you notre from a secular thank you, so to speak
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  Speaker 1: into a religious thank you. The tomb would says that
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  Speaker 1: in Brocolo arb streaking Lahotel, four people have to give thanksgiving.
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  Speaker 1: Whether this means a corporent toota is a little bit
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  Speaker 1: of a debate, but that's the benching of Gomel that
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  Speaker 1: we have. Your go melodista may be a thanksgiving offering.
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  Speaker 1: And these are people who recovered from an illness, went
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  Speaker 1: through a desert traversed water, got out of jail. These
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  Speaker 1: were all very dangesting. Today traversing water in the desert
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  Speaker 1: is not quite what it once was. But these other
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  Speaker 1: people who have to say thank you and perhaps bring
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  Speaker 1: a corporate tota, and all four applied to the Jews
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  Speaker 1: leaving Egypt. They were obviously God out of jail so
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  Speaker 1: to speak. They obviously were in a desert, and they
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  Speaker 1: obviously crossed the sea. But even healing from illness or
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  Speaker 1: Rabbi say that at Mount Sinai the Jewish people were healed,
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  Speaker 1: the blind, the deaf, anybody with illnesses was healed. So
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  Speaker 1: the notion of gratitude of thanksgiving is linked to pessack.
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  Speaker 1: Of course, that's what Pessak is all about. The holiday
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  Speaker 1: of Pessuk is a holiday of thanksgiving. The text we
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  Speaker 1: use for the pessac sat to be couring what the
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  Speaker 1: farmer brought in the temple to say thank you. That's
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  Speaker 1: one idea. Now, the corporatota has an additional aspect that
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  Speaker 1: enhance it's pursuing a nissa, it's publicity, it's marketing aspect.
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  Speaker 1: And that is the fact that unlike all other corbin slumming,
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  Speaker 1: there are five general categories of corbunattat ola, minha, schlumming
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  Speaker 1: and ashan and the corbin toda is part of a
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  Speaker 1: schlumming piece what we call it the piece a complete offering.
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  Speaker 1: So they man in the corner slimming. The meat is
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  Speaker 1: eaten by the people who bring it and it's shared
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  Speaker 1: with the coinum and can be shared with other people. Normally,
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  Speaker 1: a corbin slumming can be eaten for two days. You
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  Speaker 1: bring it on a Monday afternoon, a Monday morning, can
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  Speaker 1: eat it Monday, Monday night and Tuesday day. That's what
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  Speaker 1: we call it. Two days in one night we can
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  Speaker 1: eat it. The corbuin toda is different. It can only
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  Speaker 1: be eaten for one day. And as they Netsiev and
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  Speaker 1: others explain, well, if you have a big animal and
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  Speaker 1: you have to eat it only one day, so you
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  Speaker 1: have to invite choice as many people to your party,
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  Speaker 1: so that oh why invite it? Well, you know, I
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  Speaker 1: was sick and thank god I'm recovering now. I just
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  Speaker 1: made a lot of money. I just released a pro
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  Speaker 1: We made millions of dollars. So you invite more people
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  Speaker 1: than you acknowledge that your blessings is a partnership between
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  Speaker 1: man and God, and that that adds to the pursuing
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  Speaker 1: nisa thanksgiving that we give. So also interesting is the
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  Speaker 1: krbuan toda, unlike with only one other exception, that with
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  Speaker 1: the corban brought on Shavut, but is made of comtes.
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  Speaker 1: If you noticed the last week's Partian Vigor added this
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  Speaker 1: week's parsha, the Torah emphasizes that the kurbana the flower oppings,
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  Speaker 1: were forbidden. Absolutely no commades. Comates is not allowed in
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  Speaker 1: the temple. The temple is based for speed and quickness
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  Speaker 1: and humility, all the symbolic aspects of matsa as opposed
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  Speaker 1: to comates. We do not allow commits in the Beta midash.
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  Speaker 1: But when you bring a corban toda, when you say
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  Speaker 1: thank you, then we do. Half of it is comates,
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  Speaker 1: half musa. The way it's ten loaves of commetes thirty
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  Speaker 1: mounts of but the actual flowers is fifty to fifty.
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  Speaker 1: The technical details are not that important for us, but
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  Speaker 1: the idea is, of course, when we're when you have
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  Speaker 1: a fancy meal, you serve commets, you serve bread. Mets
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  Speaker 1: is not appropriate at a fancy meal. Pessack is an
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  Speaker 1: exception to the rule. Bread Egypt for bread making was
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  Speaker 1: invented in Egypt. It represents all the negative aspect. Remember
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  Speaker 1: the Egyptians when they eat bread with the Jewish people,
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  Speaker 1: when Joseph's brothers were there and they eat separate, it's
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  Speaker 1: a teva teach with him. So pessak we can't have bread.
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  Speaker 1: But that's strange, you know, monished enough. Why do we
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  Speaker 1: eat matsa? Of course, a meal of thanksgiving, a meal
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  Speaker 1: to publicize what God has helped us as a meal
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  Speaker 1: that requires cometes. And that's why the Corbanda has has
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  Speaker 1: comtes this idea of publicizing the miracle presuming as a
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  Speaker 1: kaneka pouring pessack, and the Corbuan toda really goes back earlier.
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  Speaker 1: It's really it goes back. You want to say to
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  Speaker 1: Avram Avino when who first goes to the land of Israel.
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  Speaker 1: So pretty much the first thing he does is he
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  Speaker 1: builds an altar, doesn't offer any sacrifices on it, but
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  Speaker 1: he builds an altar. By he calls out on God's
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  Speaker 1: name to publicize people should know we know all the ribbinic,
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  Speaker 1: you know teaching. Avram tried to bring the idea of
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  Speaker 1: ethical model. He's into the world. He reached out, of
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  Speaker 1: course to non Jews. I mean there weren't really other Jews,
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  Speaker 1: but anybody he could. This was Avram's mission to publicize
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  Speaker 1: God's name and the truth of the matter. This is
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  Speaker 1: the mission of the Jewish people. Of course, Afram founded
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  Speaker 1: our religion and we have to market God, so to speak.
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  Speaker 1: It's our job to make God look good. That's what
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  Speaker 1: we call a kidusham. And if God forbid, you do
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  Speaker 1: something to make God look bad. Jew who pretends to
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  Speaker 1: be religious but it's dishonest in their business dealings or
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  Speaker 1: other things they may do, it's a terrible desecration of
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  Speaker 1: God's name. That's really bad marketing. God will get a
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  Speaker 1: bad name, or they claim their religion, look at how
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  Speaker 1: they act. So that's the mission of the Jewish people.
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  Speaker 1: Really pursue a nissa thanksgiving gratitude, which is such a
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  Speaker 1: basic principle of the Torah, helping to market honesty, integrity,
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  Speaker 1: holiness and something we do. Of course, we focus a
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  Speaker 1: lot on Pessof's something we have to focus on all year.
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  Speaker 1: And let us hope that the plan takes off and
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  Speaker 1: we have a big winner chabushalom. We hope you enjoyed
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  Speaker 1: a thought for the week at torah in Motion podcast.
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  Speaker 1: If you found it meaningful, please share it with a friend.
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• 12:43
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• 12:54
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  Speaker 1: Thank you very much, looking forward to learning with you
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  Speaker 1: next week.