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Just another Joe in the Marketplace!

Thursday, 31 May, 2012 - 10:19 pm


The Talmud tells a story about Rabbi Joseph. “R. Joseph would place an order for the day of Shavuot saying: “Prepare for me the highest quality calf, for if not for our receiving the Torah, I would just be another Joe in the market place!” Pesachim 68B

When selling a product that many other people sell, the question you must ask yourself is “what is my USP?”  The Unique Selling Point is a marketing concept that makes unique propositions (customer service, quality etc.) to the customer and this convinces them to switch brands.

Rabbi Joseph was saying that our USP is the Torah. If not for Torah the Jewish people would not be a nation. “Our nation is not a nation except through Torah” – Rabbi Saadya Goan.  The Torah sets our goals and lends meaning to our existence. In the words of the Zohar: The Torah and G-d are one entity.

We see this in this week’s Torah portion. When counting the Levites the Torah counts Gershon (the oldest) after Kehos, the reason has nothing to do with the stature of Gershon or his inferiority. It has to do with the job of the Kehos family – they carried the Aron Hakodesh, the Holy Ark, which contained the Torah. This Teaches us the principle of Kavod Hatorah – Respect for the Torah.

Do you think the Jews needs the Torah to remain a nation? 

Would you agree with Saadya Goan and Rabbi Joseph? 

Why or Why Not?

Hope to see you at services and Shabbat Shalom!

Rabbi Kushi Schusterman

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